the essential
Particularly through its Max tool brand, the Ruthenian group pursues an ultra-offensive policy in terms of sponsorship. The latest example is a partnership concluded with Benoît Saint-Denis, a French MMA figure.
It is undoubtedly the most active Aveyron company in this sector. For several years now, the name of Quincaillerie Angles, or even more so, its online tool sales brand Max tool, has flooded Ruthenian events.
Rodez Aveyron football meeting? The name of Max tool proudly sits on the blood and gold jersey and on the advertising panels of the Paul-Lignon stadium. Same story in handball, basketball and volleyball. Rugby? This time it is the Quincaillerie Angles logo which is displayed on the stomachs of the Ruthenian players. “We are also sponsors of the Rallye du Rouergue, the Escrime Rodez Aveyron, the Hurricane boxing club in Onet-le-Château and the Union Saint-Jean football club”adds Guillaume Angles, boss of the group specializing in tools and construction equipment with more than 500 employees.
Future president of a club? “It’s too much trouble!”
So, why pursue such a sponsorship strategy? Although this system obviously allows companies to benefit from tax deductions, Guillaume Angles puts forward other reasons. “Sport speaks to everyone, these are popular values and that feels good. Many clubs have little budget, small subsidies… So we help them so that they can keep their best players.”
Would this betray desires for the “boss” of this Aveyron firm? Like becoming president of a club? “No! It’s too much trouble! That’s why I’m grateful for the volunteers’ commitment”he brushes off with the back of his hand. But it’s not all limited to Ruthenian sport. The latest example in this area, a partnership was signed between the company and the rising figure of French mixed martial arts (MMA) Benoît Saint-Denis, who lends his image to Max tool. “A great guy with good values”comments Guillaume Angles.
-Champions League half-time adverts
The company is also present during television spots highlighting the blood and gold club and its players, particularly during major European football evenings, such as the 2018 Champions League final. “I found it amusing to see Raf in the Champions League, even if it was only during half-time, laughs the president. And then, for a brand, being on TV gives credibility. And in Aveyron, we need this kind of thing to develop.”
Despite the benefits in terms of exposure, it comes at a cost. “We do it because we can afford it. Every year we set an envelope dedicated to sponsorship and advertising”specifies Guillaume Angles. How much does it amount to? “It’s a significant budget”he simply answers, without giving further details. Knowing that we are talking here about a conglomerate of companies with a turnover “more than 150 million euros annually”. A communications policy that is not limited to the sporting aspect alone. Quincaillerie Angles notably supported the Soulages museum as part of the celebration of its tenth anniversary.
The company will also appear in cinemas since it is financing the film called On Dad's Road. This one, scheduled for release on June 18, 2025, is co-directed by former footballer (and Raf shareholder) Olivier Dacourt and will notably feature Marseille comedian Redouane Bougheraba. “Very soon, we will also present a partnership with comedian Alexis Le Rossignol“announces Guillaume Angles. SO, “despite a difficult economic context ” in its sector, Quincaillerie Angles and Max tool do not seem ready to stop their bet.
