Racing Club de Lens is joining forces with Smart Good Things to propose generous drinks boasting the club's colours

25% of turnover from sales will be directly donated to support young players in its Training Centre.

Lens, Paris, 8 July 2021 – As part of its ongoing social and environmental commitment, Racing Club de Lens is joining forces with Smart Good Things, which proposes a generous consum'action model, by donating a quarter of its net turnover from the sale of its ultra-innovative drink mixes dedicated to grassroots causes and commitments that have meaning and impact.

A "for good" partnership that boosts RC Lens' commitment to young people.

With the help of the international sports marketing agency SPORTFIVE, Racing Club de Lens has made a commitment to Smart Good Things through a generous consum'action approach to offer its communities innovative drinks and raise funds for training its young players.

The Sang & Or (Blood & Gold) club, founded in 1906, which has trained renowned players such as Raphaël Varane, Serge Aurier and Geoffrey Kondogbia, has always attached great importance to training young talents. Its training centre, La Gaillette, a fantastic educational driver, has been a real school of life for the budding young talents from the region since 2002: by placing people at the heart of its project, the Club offers a high quality educational and sports programme, focusing on the development of each individual. By transmitting its values of fraternity, fair play and mutual aid, it plays a key role in citizenship education and living together, in particular through by rolling out civic and cultural initiatives for young players following training.

Thanks to this partnership, which runs initially for 3 years, RC Lens will be able to boost its training programme whilst rekindling the desire for living together, by proposing new drinks combining pleasure, wellness and eco-friendliness which address clear consumer expectations to its supporters and communities.

A first range of products is now available for pre-order online.

Smart Good Things, an ecosystem of committed entrepreneurs, partners and experts from various backgrounds, proposes the first-ever consumer food product combining pleasure, wellness, looking after the community and respect for the environment.

Our ultra-innovative drink mixes, developed following twelve years of research and development are real "water companions" : based on 100% natural, sugar-free ingredients, they are available in a wide range of flavours, whatever your taste, whatever your mood, anytime, anywhere.

Imagined to rsignificantly reduce the carbon footprint of each drink by cutting "pollution costs" (related to transporting large volumes of water in particular, packaging and excessive marketing) they overflow with positive energy: a few moves is all it takes to make a can- or bottle-sized drink with a stick weighing a few grams, without compromising on taste and by gaining on nutrients, fibres and vitamins.

By eliminating these unnecessary costs, 25% of turnover from sales will be donated in favour of training young Artesian players. Through this solidarity approach, the club intends to improve its reception, accommodation and school education conditions for the young people in its Training Centre as well as their personal development by providing access to cultural and social outings.

RC Lens drinks (by Smart Good Things) are now available for pre-order on smartdelice.com/rclens/dp, prior to being offered for sale at a later date in the Club boutique.

Arnaud Pouille, Racing Club de Lens General Manager: "Everyone knows how much solidarity is a cardinal value for RC Lens. By welcoming a partner that innovates through the products it offers and above all stands out through its philanthropic approach, our relationship is infused with meaning. The boldness of Serge Bueno and the entrepreneurs accompanying him in this novel, ambitious project is to be commended. We wish Smart Good Things all the best for their launch and hope that the visibility that Racing will bring will enable the brand to gain market share quickly."

Serge Bueno, Founder of Smart Good Things: "I'm delighted with our partnership with the Sang & Or (Blood & Gold), which benefit from the loyal support of one of the legendary audiences of the sports scenescape and which have trained great French football players. I'm proud that Smart Good Things is able to help improve the reception, accommodation and school education conditions for the young people in its Training Centre as well as their personal development by providing access to cultural and social outings, and I'd like to thank Arnaud Pouille warmly and the entire club team for their welcome and their trust."

Laurent Moretti, Managing Director of SPORTFIVE in France: "We're really happy to have teamed up Smart Good Things with Racing Club de Lens around a "For Good" partnership focusing on shared values and important commitments. This new brand that's good for health and eco-friendly will be beneficial for the entire Sang & Or (Blood & Gold) family. We wish them every success for the 3 seasons to come."

Smart Good Things

Smart Good Things is an ecosystem of committed entrepreneurs who wish to propose the first-ever drink that's good for people, for living together and for our planet. Smart Good Things, founded by Serge Bueno, shakes up food consumption habits with ultra-innovative products that (re)kindle the desire for living together. These "generous drinks" are imagined to drastically reduce the carbon footprint and costs related to water transport, to bulky containers, to overpackaging and to marketing. Thanks to this, 25% of net turnover from the sale of the drinks is donated to support our partners' solidarity commitments and causes.

  • To find out more about Smart Good Things:

RC Lens

Racing Club de Lens, founded in 1906, boasts a very good track record and has been French Champion, League Cup winner, Drago Cup winner, Intertoto Cup winner, etc. several times. Sang et Or (Blood and Gold), the name which stems from the colours the team has been wearing for many years now, boasts a strong regional coal-mining identity based on fighting spirit, fair play and dynamism. They are supported by one of the largest publics in France whose voice can be heard throughout the stands of the 37,705-seater Bollaert-Delelis stadium. Lens' hallowed turf is also renowned for hosting major events as seen in particular with the Euro 2016 matches. Racing Club de Lens also stands out through its training centre located in Avion. "La Gaillette", as it is named, welcomes pro teams for the U8 category during their training sessions and also accommodates young players. The TSC is always very well rated every year in training centre rankings. Great players have trained at RC Lens such as Raphaël Varane, Serge Aurier as well as Geoffrey Kondogbia, etc.

  • To find out more about Racing Club de Lens :


SPORTFIVE utilises the unique emotional power of sports to create and enable pioneering partnerships in sports. By delivering responsible commercialisation, full-service-solutions and long-term value for all stakeholders in sports, SPORTFIVE strategically and creatively connects brands, rights holders, media platforms and fans by leveraging a global network paired with decades of experience and innovative spirit. As a market leader and with customer centricity and vast data intelligence at its core, SPORTFIVE often leads the sports business into the future through its innovative digital solutions and thereby always aims to be the most progressive and respected partner in sports. SPORTFIVE operates as an international sports business agency with a global mindset and a network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Multi Sport Events, Handball and many more. In France, SPORTFIVE relies in particular on two separate legal entities called "SPORTFIVE EMEA" and "SPORTFIVE FRANCE ACTIVATION", to perfectly address the respective needs of its customers, depending on whether they are "rights holders" ou "brands".

RC Lens

Smart Good Things


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