Gérard Bourgoin, the respected former president of AJ Auxerre and notable figure in French football, has passed away at the age of 85. Reports confirm he suffered a medical emergency shortly after attending the Ligue 1 match between AJ Auxerre and Strasbourg on March 2, 2025. He was found deceased in his car on his way home, casting a pall over the football community and beyond.
On the same day of his passing, Bourgoin had been seen enjoying the game, sitting next to Philippe Diallo, the president of the French Football Federation (FFF). Witnesses reported he seemed to be in good spirits, especially following Auxerre’s recent victory against Olympique de Marseille, which reminded him of the club’s glorious past. His death came as news to many who had shared moments with him, including lunch before the match, highlighting the tragic nature of his sudden loss.
Bourgoin’s connection with AJ Auxerre spans decades, rooted deeply within the fabric of the club. His career began when he sponsored the team through his company, DUC, which provided poultry products. This sponsorship lasted for fifteen years and coincided with the club's ascent to footballing prominence during the 1990s. Under his leadership, and alongside famed coach Guy Roux, the team clinched the double (Cup and League title) in the 1995-96 season, a defining moment for the club.
Born on July 6, 1939, in Chailley, Bourgoin overcame humble beginnings, working initially as a butcher to establish his poultry business. His enterprise, DUC, evolved over the years to become the leading poultry company globally. Bourgoin’s visionary approach not only shaped his success but also provided substantial financial support to AJ Auxerre, aiding its reputation both locally and nationally.
“C’est lui qui me racontait l’histoire de l’AJ Auxerre et me disait en quoi ce club était différent des autres,” stated James Zhou, president of ORG Packaging, reflecting on Bourgoin's passionate narrative about his beloved team. Such passion was evident throughout Bourgoin’s life, from his administrative contributions to his personal engagements with players.
His innovative spirit brought first-class travel experiences to players, flying them directly to matches on his private jet, which he piloted himself. “J'ai fait un essai avec un avion loué...,” he once explained, taking pride in ensuring his players were well-rested and ready to compete. This novel approach set the tone for how professional football operations could evolve.
Despite his many achievements, Bourgoin’s tenure was not without challenges. He held various positions, including vice-president of French football’s professional league and mayor of Chailley from 1983 to 2014. His political career had its ups and downs, interspersed with setbacks including the eventual relegation of AJ Auxerre to Ligue 2 during his presidency, as well as struggles within his business endeavors.
“Le décès de Gérard est une terrible et triste nouvelle,” lamented Baptiste Malherbe, the executive president and CEO of AJ Auxerre, echoing the sentiments of many. “Avec Jean-Claude Hamel et Guy Roux, il a contribué à faire de l’AJA un grand nom du football français.” Malherbe’s tribute underscored Bourgoin’s pivotal role within the club, solidifying his status as a beloved figure among the staff and supporters.
Guy Roux, who deemed Bourgoin as one of his closest allies, remarked, “Il fait partie de mes plus proches... C’était un personnage, avec une personnalité forte.” This admiration was reciprocated by the multitude of players he impacted and the fans who cherished his contributions.
The news of Bourgoin’s passing resonates deeply, not just within Auxerre, but throughout the French football community. His extraordinary devotion to the sport, along with his larger-than-life personality and impact, will undoubtedly be remembered. The club stated, “L’AJA a eu l’immense douleur d’apprendre le décès de Gérard Bourgoin,” confirming their grief and intention to honor him appropriately, encapsulating the feelings of loss experienced by many.
Among many cherished memories from the past, the recruitment of Laurent Blanc remains iconic, depicting Bourgoin's skills as both tactician and business mogul. “Patrice m’avait dit Gérard, il faut prendre Laurent Blanc...,” he recounted, showcasing his adeptness at securing talented players and his instinct for football strategy.
Now, as the club looks to navigate life without Bourgoin, it reflects not only on his legacy but also on the future direction those left behind will take. The world of AJ Auxerre is forever changed, as his passion for the club and tireless dedication to its success will live on.
Gérard Bourgoin represented more than just ambition; he symbolized the emotional heartbeat of AJ Auxerre and the experiences gained through years of commitment. The memories he created, both through triumphs and trials, will guide the club forward, as they honor his indelible mark on French football.
His legacy, though tinged with the sadness of his passing, serves as a reminder of the great heights one can achieve through hard work, innovation, and unwavering passion.
May Gérard Bourgoin rest peacefully, as he is celebrated not only as the ‘King of Chicken’ but as one of the most prominent figures in the history of AJ Auxerre and French football.