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[[File:DieuxDuStade.png|thumb|right|2001 edition cover]]
[[File:DieuxDuStade.png|thumb|right|2001 edition cover]]


'''Dieux du Stade''' ({{trans}} 'Gods of the Stadium', stylized as '''Dievx Dv Stade''') is a [[nude calendar]] produced by [[Stade Français]], a French professional [[rugby]] union based in Paris. Concieved by club president [[Max Guazzini]] as a marketing initiative to shift the image of rugby players, the calendar features nude and semi-nude photography of the team's members and other sportsmen, often in a [[homoerotic]] context. The calendar was first published in 2001, and last published in 2020. At its peak Dieux du Stade sold approximately 180,000 copies annually, and has sold approximately 1.6 million total copies as of 2019.
'''Dieux du Stade''' ({{trans}} 'Gods of the Stadium', stylized as '''Dievx Dv Stade''') is a [[nude calendar]] produced by [[Stade Français]], a French professional [[rugby]] union based in Paris. Concieved by club president [[Max Guazzini]] as a marketing initiative to shift the image of rugby players, the calendar features nude and semi-nude photography of the team's members and other sportsmen, occasionally in a [[homoerotic]] context. The calendar was first published in 2001, and last published in 2020. At its peak Dieux du Stade sold approximately 180,000 copies annually, and has sold approximately 1.6 million total copies as of 2019.


==History==
==History==

Revision as of 08:14, 27 January 2024

2001 edition cover

Dieux du Stade (transl. 'Gods of the Stadium', stylized as Dievx Dv Stade) is a nude calendar produced by Stade Français, a French professional rugby union based in Paris. Concieved by club president Max Guazzini as a marketing initiative to shift the image of rugby players, the calendar features nude and semi-nude photography of the team's members and other sportsmen, occasionally in a homoerotic context. The calendar was first published in 2001, and last published in 2020. At its peak Dieux du Stade sold approximately 180,000 copies annually, and has sold approximately 1.6 million total copies as of 2019.

History

Dieux du Stade was conceived by Max Guazzini, who served as president of Stade Français from 1992 to 2011. A former president of the NRJ Group, Dieux du Stade was one of a number of marketing initiatives by Guazzini aimed at changing the image of rugby as a sport; other tactics included introducing pink uniforms for Stade Français, and hiring Madonna and Naomi Campbell to be official sponsors for the team.[1]

The first Dieux du Stade calendar was released in 2001.[2] It features nude and semi-nude photographs of Stade Français' players, occasionally in homoerotic scenarios,[3] though later editions of the calendar expanded beyond Stade Français to feature male athletes from other teams and sports.[4][5] Numerous photographers contributed to Dieux du Stade, including Steven Klein, Peter Lindbergh, and François Rousseau.[6] Photographs published in Dieux du Stade were also published as coffee table books.[2]

Dieux du Stade expanded significantly in popularity in 2004, with the release of behind-the-scenes footage on DVD accompanying each edition of the calendar.[3] At its peak Dieux du Stade sold approximately 180,000 copies per year,[1] and earned up to €2.3 million annually for Stade Français.[3] By 2019, an estimated 1.6 million copies of Dieux du Stade calendars had been sold.[3] A portion of the profits for some editions of the calendar were donated to charity, while Stade Français received approximately 50 percent of the calendar's sale price (€29 in 2019).[1] According to Guazzini, sales from Dieux du Stade "helped finance the club for many years".[1]

The calendar has occasionally attracted criticism and controversy. Racing 92 attempted to have photographs of player Henry Chavancy removed from the 2012 edition of the calendar days before it was slated to be released, calling it a "slight on Racing's image" and claiming that Chavancy had not sought authorization from club management; the calendar was ultimately published without redactions.[7][8] A frontal nude image of mixed martial arts fighter Sylvain Potard in the 2016 edition of the calendar received significant media attention in France due to the large size of Potard's genitals.[3][9]

By 2019, annual sales for Dieux du Stade had declined to 50,000 copies, a trend Libération attributed to a decline in physical calendars generally due to increasing digitization.[1] Vanity Fair France speculated that the calendar's shift in the mid- to late 2010s towards glossy high fashion-styled photography also contributed to a decline in popularity, a trend the 2020 edition of the calendar attempted to reverse by incorporating a more naturalistic aesthetic.[3] The 2020 edition of Dieux du Stade was the last edition of the calendar to be produced; the 2021 edition of the calendar was cancelled due to the COVID-19 pandemic, and no subsequent editions have been produced.[10]

See also

References

  1. ^ a b c d e Ottavi, Marie (November 21, 2019). "Les Dieux du stade dans leur plus simple appareil". Libération (in French).
  2. ^ a b "BOOKS: Gods of the Stadium". The Advocate. February 18, 2016. Archived from the original on February 19, 2016. Retrieved January 27, 2024.
  3. ^ a b c d e f Krehl, Margaux (September 4, 2019). "Comment le calendrier des Dieux du Stade devient un objet branché". Vanity Fair France (in French). Retrieved January 27, 2024.
  4. ^ Smithfield, Jackie. "Yohan Cabaye Stripping For Charity Calendar". The Mag. Retrieved January 27, 2024.
  5. ^ Buzinski, Jim (October 21, 2013). "Dieux Du Stade 2014 calendar features rugby players and their friends". Outsports. Retrieved January 27, 2024.
  6. ^ o, Joachim (January 7, 2011). "Adil Rami: Le Lillois se déshabille... Sera-t-il plus sexy que les rugbymen ?". Purepeople. Retrieved January 27, 2024.
  7. ^ "Rugby ruck over nude calendar". The Connexion. February 17, 2017. Retrieved January 27, 2024.
  8. ^ "Nude calendar irks Racing boss". News24. September 26, 2011. Retrieved January 27, 2024.
  9. ^ Cécilia, Cherrier (September 24, 2015). "L'étonnante anatomie du Haut-Saônois Sylvain Potard affole les fans des Dieux du Stade". L'Est Républicain (in French). Retrieved January 27, 2024.
  10. ^ "Max Guazzini: «On doit rouvrir les stades aux spectateurs»". Rugby Magazine (in French) (23). March 24, 2021.
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