Max Guazzini, a media man, wanted to develop the club as a modern business and use marketing methods. He never hesitates when it comes to promoting his club and creating a buzz. As a result, the club has been attracting an equal number of cheers and criticisms. The first objective was to offer a nice show to people who would then become regular paying fans. Guazzini also introduced female cheerleaders, music before kick-off, the sound of bells to mark the end of each half (instead of a more traditional siren), fireworks at the end of evening matches and a radio-controlled car to bring the tee to the kicker when he takes a penalty or a conversion kick. His successful radio station NRJ (he helped develop it when he joined it in 1982, a year after it was founded) was a generous sponsor too. His contacts in show business allowed him to bring superstars Madonna and Naomi Campbell to some games, making them the official club's "godmothers". The club's official anthem was Gloria Gaynor's "I Will Survive", long before France used it as theirs in the 1998 FIFA World Cup. Guazzini's latest moves include renting the Parc des Princes, Stade de France, and most recently King Baudouin Stadium for big games, and using pink jerseys. Stade Français are heavily criticised by old-timers, especially in France's rugby bastions in the south, for their innovative spirit which tends to hurt traditional image and values of rugby such as humility and seriousness. Some people are wary of the club's relation to the world of media and show business (players are regularly invited as TV show guests). The critiques can also be explained by the historic Paris vs provinces divide and some form of acrimony in the rest of the country for everything that comes from the capital. Others consider it is good for rugby in its quest to maintain itself as France's second most popular sport after Association football and shed its image as a gross rural south-western form of fistfight. Dieux du Stade Calendars and DVDs In 2001, Guazzini initiated a calendar called Dieux du Stade, i.e. The Gods of Stade (Français), a play on the word stade which also means stadium. In French, The Gods of the Stadium is a metaphor for athletes in general, especially those who perform in athletics. It includes black-and-white pictures of the team's players, naked, adopting postures