a family outing, and worked on activities before, during and after the matches: cheerleaders, music, jingles when points were scored, bells signalling the end of each half, a remote-controlled car bringing the tee to the kicker, the club's anthem, (I Will Survive by Gloria Gaynor (long before it was adopted by the France national football team)), etc. A professional showman, he enrolled Mathilda May, Madonna and Naomi Campbell as sponsors. This strategy was openly aimed at women and families, and it worked, with the number of women and children attending the matches increasing. The Dieux du Stade (Gods of the Stadium) calendar, which had famous players posing nude for black-and-white photos, made the news when it first appeared in 2001. In a way, it symbolised the club's spirit, blending innovation, a touch of provocativeness and a dash of business. Just like every major sport club, Stade Français is also a company. The club thus promoted the Stade Français brand through a line of clothing and spin-off products of all sorts. Since 2005, the star of the collection has been the pink jersey, in a colour considered the opposite of rugby virility, somewhat disconcerting the rugby world in September 2005, when the club's first-team players donned it for a league match in Perpignan. Despite the on-pitch defeat, Stade Français had scored a phenomenal commercial success. 20,000 of the jerseys, manufactured by Adidas, were sold in 2005–06. The following year, two new designs by Adidas were added: one of them pink, the other navy blue decorated with pink lilies (and not fleurs-de-lis, as in heraldry). The lily design was added to a mobile phone case. The club's objective for 2006–07 was to sell a total of 100,000 jerseys. In response to criticism that he was perverting rugby with such "provocation" and against his insistence on communication, including to those who declared they were defending the traditional spirit of the sport, Guazzini replied that if rugby was to become a genuinely popular and national sport, it needed to look beyond its natural audience: "The communication campaign is not aimed at long-time fans. They're not the ones we're chatting up - it's the others. We need to get the attention of everyone who isn't familiar with rugby. Or only knows it a bit… Or not enough… So we need an outside perspective. [...] Rugby is no longer an amateur sport. [...] We have to