Gilles Favard has never been a professional footballer, and that is precisely what makes his journey in the French football world atypical. From his beginnings in sports commerce in the late 1970s, he built an influential network that propelled him into the behind-the-scenes of the biggest clubs, before becoming one of the most polarizing consultants on French television.
Textile rights and sports marketing: Favard’s little-known entry point into football
Favard started at eighteen in sporting goods stores. His trajectory shifted when he obtained, as he himself recounted, the textile rights of AS Saint-Etienne and the 1978 World Cup, a first in France at the time. This commercial positioning opened the door to one of the largest sports marketing agencies of the 1980s.
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This proximity to the business of football, rather than the pitch, forms the foundation of Favard’s entire career. He sold his stores to focus on rights and consulting. The transition from commerce to decision-making power within clubs occurred through his relationship with Claude Bez, president of the Girondins de Bordeaux, for whom Favard became an advisor.
To better understand Gilles Favard’s journey in the broad sense, it is essential to grasp that his influence has always been exercised behind the scenes, never on the green rectangle. This profile of advisor-businessman, rare in French sports media, explains both his networks and the controversies that accompany him.
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Gilles Favard at FC Nantes: the role of Waldemar Kita’s right-hand man
The Nantes episode remains the most revealing of Favard’s method. Recruited as Waldemar Kita’s right-hand man, he held a hybrid position, halfway between sports advisor and transfer intermediary. His departure from the club led to a public showdown, with Favard openly criticizing the club’s management after his dismissal.
This stint at FC Nantes illustrates a recurring pattern:
- Entry into the club through a personal relationship with the president, without a clearly defined official title in the sports organization chart
- A role as an intermediary during transfers, such as the one documented around Randal Kolo Muani, where player representatives reportedly called on Favard to unblock the situation
- A conflictual exit followed by media statements where Favard exposes the internal dysfunctions of the club
His status as a self-proclaimed “sports advisor” has been directly challenged by Romain Molina, who described his methods as illegal practices for an agent. This accusation, widely circulated on social media, has contributed to tarnishing his image beyond the circle of Nantes supporters.
Dismissal from La Chaîne L’Equipe: what Favard revealed about the behind-the-scenes
After eight seasons as a regular commentator on L’Equipe du Soir, Favard saw his contract not renewed in June 2022. The decision came from Laurent Prud’homme, general director of the L’Equipe group, and Jérôme Saporito, director of the channel. Favard himself summarizes the situation bluntly: “I was disturbing, I was frightening.”
His style relied on the live disclosure of transfer information, sometimes before the official announcements from clubs. This habit, which made him valuable on air, eventually became problematic. In his own words: “When I know something, I have to say it. It no longer pleased certain people.”
The dismissal also crystallized a personal conflict with Yoann Riou, another figure from the channel, whom Favard publicly labeled as a “bad guy.” Such statements, far from being anecdotal, reflect a management of conflicts through public confrontation that has characterized his entire media career.
The TPMP and Cyril Hanouna angle
After his departure from La Chaîne L’Equipe, Favard publicly mentioned a possible arrival on Touche pas à mon poste, Cyril Hanouna’s show on C8. The profile fits: a divisive character, used to clashes, capable of generating buzz. The transition did not materialize in a lasting way, but it signals Favard’s desire to remain in the audiovisual landscape at all costs.
Social networks and Gilles Favard’s digital repositioning
Since 2021-2022, Favard has increasingly invested in digital formats. Live sessions on social media, appearances on web shows, interventions on YouTube channels like “Dans Le Carré” (dedicated to poker): he uses these channels as a counter-power against traditional media that have closed their doors to him.
This repositioning allows him to respond directly to criticisms, contest the accusations against him, and maintain his image as a character who embraces being “divisive.” His recent stances, particularly the defense of controversial technicians like Habib Beye, nuance the purely conflictual portrait painted by traditional press articles.
The strategy is consistent with the character:
- Bypassing the gatekeepers of television channels by addressing supporters directly on Facebook, Instagram, and TikTok
- Maintaining a presence in football debates by commenting on transfer news and decisions from the DNCG or UEFA
- Capitalizing on past controversies to build a loyal audience that appreciates frankness, even when it goes off the rails
Favard has claimed this positioning all his life: “In my life, I have always been divisive, I have lived with that for a long time.” Whether one considers his journey as that of a talented networker or as that of a free electron with questionable methods, his trajectory remains unparalleled in the media landscape of French football. The character leaves no one indifferent, and that is probably the only constant throughout his career.