The iconic Jean-Bouin stadium, home of rugby club Stade Français in the 16th arrondissement of Paris, could soon change its official name: the club and the city council are proposing that it be renamed “BHV Stadium Jean Bouin” as part of a naming deal. The draft resolution, on the agenda of the Conseil de Paris scheduled between 7 and 10 October, provides for this new name to apply for four seasons, from 2025-2026 to 2028-2029, until 30 June 2029.

The proposal comes from Stade Français Paris Gestion, which since 2019 has held a public service delegation allowing it to use the stadium’s name as part of a naming deal. If the resolution is adopted, the BHV company (Bazar de l’Hôtel de Ville) would be the brand chosen to link up with the stadium, citing values shared with the club, its Parisian roots and its involvement in rugby, according to several Paris media outlets including RMC Sports and Les Echos.

100,000 a year for the Paris city council

The royalties tied to this naming deal are estimated at 100,000 euros a year for the City of Paris, a sum that would be paid from 2026 onwards. The club, for its part, has yet to make public the amount it would receive under the contract.

The name “Jean Bouin” is historic and carries emotional weight for many Parisians. Keeping it in the new commercial name appears to be a condition set out in the talks. As a reminder, since February 2025 Paris FC have agreed with Stade Français to play their home matches at Jean-Bouin from the 2025-2026 season, at least until 2029. Stade Français will remain the main resident club. Although the practice remains rarer than elsewhere, naming is gradually establishing itself as a funding lever for sports infrastructure.