‘We’re Not Just Promoting, We’re Building Dialogue & Loyalty’: Q’s With Frédéric Longuépée, President, Paris La Défense Arena

Paris La Défense Arena is Europe’s largest indoor stadium. It hosts some of the world’s biggest international tours, domestic superstars, as well as sports, being the home turf for Paris rugby team Racing 92. It’s also been playing a central role as host venue of the Olympic games in Paris last year, which posed unique challenging to booking, the building’s president Frédéric Longuépée talks about in this interview.

He also touches upon the most important questions a venue operator needs to ask him or herself in 2025, Paris La Défense Arenas flexible layout, challenges, opportunities, and more – including how his background as a professional athlete helps him in his day-to-day.

Pollstar: How would you describe the state of business at Paris La Défense Arena approaching the half-way mark of 2025?
Frédéric Longuépée: As we reach the end of our 2024–2025 season, which runs from July to June, it’s a good time to reflect on where we stand. Much like last year, this has been a unique season. Due to the Paris 2024 Olympic Games, we had around 105 fewer available days to operate the venue. Despite this constraint, we’ve maintained the same number of events as in previous years — a testament to the strength of our programming and the commitment of our teams.

This was made possible by our ability to optimize scheduling and turnaround times, and by working closely with organizers to maximize each available date.

Looking ahead to the 2025–2026 season, all indicators are positive. Demand is strong across all segments, from major sporting events and large-scale concerts to emerging formats led by digital creators. Paris La Défense Arena is in good health and well positioned for continued growth.

How does this year compare to 2024 in terms of ticket sales, and what are the reasons for that?
The 2024–2025 season marks a clear step forward in terms of attendance. We welcomed 1.1 million spectators in 2023–2024. This year — factoring in the Olympic and Paralympic audiences — we are on track to reach approximately 1.7 million attendees, making it our most attended season ever and setting a new benchmark for indoor venues in Europe.

This momentum also enabled us to significantly expand our customer database. It’s a strategic asset that allows us to deploy more personalized marketing, deepen engagement, and build lasting relationships with our audiences.

What challenges do you identify to your business at this point in time?
A key challenge is raising awareness about the full potential and flexibility of Paris La Défense Arena. Thanks to the Olympics and record-breaking events like Taylor Swift’s shows, our visibility has grown dramatically. We’re now firmly on the radar of major international promoters, artists, and digital creators.

This exposure is opening the door to new types of events. We’re proud to host the Rolex Paris Masters — one of the most prestigious indoor tennis tournaments — now relocating for the first time. It’s a recognition of our technical and operational standards.

In parallel, hybrid and next-gen formats are rising fast: from the Kings League’s fusion of sport and spectacle, to comedy tours like Artus, esports competitions, or influencer-driven shows. We’re adapting our venue and services to meet this shift and ensure our operational excellence keeps pace — from load-in times to data infrastructure.

While we’re known for 45,000-capacity events, we are also focused on promoting our 20,000-seat configuration. This opens our doors to more mid-sized acts while preserving a premium experience. Our modular setup — proven with artists like Michael Bublé and Maroon 5 — combined with the U-shaped architecture, ensures intimacy and energy at any scale.

What opportunities do you see and harness?
The appetite for live experiences is stronger than ever. People want to reconnect and share memorable moments. Our mission is to deliver those emotions at scale.

Our strength lies in the diversity of our programming — from sports and concerts to corporate and influencer-led events. We focus on innovation in production, hospitality, and digital integration to support producers and elevate the audience experience.

Any trends you’re observing that’ll shape your business going forward?
One of the strongest trends is the rise of hybrid formats — blending music, performance, sport, storytelling, and influencer content. These new formats blur the line between online and in-person experiences. Livestreaming, real-time gamification, and integrated merchandising are becoming essential.

They also emphasize the need to build strong communities around events. Our social media strategy reflects that: we’re not just promoting, we’re building dialogue and loyalty. In the past year, we’ve grown our following by 71%, with a +174% jump on TikTok. We now engage with over a million fans across platforms.

Musically, we’re seeing early signs of a pop and country resurgence in Europe, while urban genres are stabilizing. We remain agile — as proven by our leadership in hosting K-pop acts — and ready to embrace emerging musical trends.

Flexibility and anticipation are essential, and that’s exactly how we’re approaching the future.

You’re the biggest indoor stadium in Europe: do you also have opportunities to host small to medium-sized acts inside La Défense Arena?
Yes — and we actively promote it. While we’re known for our full 45,000 capacity, the venue is fully modular. We can scale down to 20,000 or fewer depending on the needs of the production.

We’ve already welcomed medium-sized acts, always with a premium audience experience. Our goal is to encourage promoters to think of Paris La Défense Arena not just as a large-cap venue, but as a highly adaptable, high-quality option for a wide variety of shows.

Which part of your business is the most valuable: sports, concerts, or other types of shows?
Today, concerts are the most valuable part of our business — in both revenue and frequency. That said, our ambition is to embrace the full spectrum of live entertainment.

We regularly host major corporate events — such as L’Oréal conventions — and we’re investing in new sports and formats. We’re even relocating regular rugby fixtures to free up flexibility, opening the way for more entertainment formats in all venue configurations starting from 20,000 seats.

Is there anything you’d like the international readership of Pollstar in particular to know?
Our venue is not only the largest indoor arena in Europe — it’s also among the most flexible and versatile. We host events from 10,000 to 45,000 people, in a cutting-edge facility just outside central Paris, with direct access to top-tier public transport.

We also see ourselves as a gateway to the French and European markets. For many international acts, Paris is a must-play city — and we offer a turn-key platform to do so at scale.

What sets us apart is the depth of support we provide. Our teams are hands-on — technically, operationally, and creatively. We also bring strong digital capabilities to the table. Our social media reach allows us to amplify events and connect them directly with fans.

If you’re a producer or promoter looking for a world-class, high-impact European venue, we’re ready to work with you!

What are the three most important questions the operator of an entertainment venue in France needs to ask at this point in time?
Are we offering a truly differentiated experience? Venues today must go beyond providing space. Digital integration, backstage flow, acoustics, hospitality — all details count in building loyalty from audiences and artists alike.

Are we adapting quickly enough to new formats and expectations? Influencer events, hybrid formats, esports, immersive experiences — these are the new normal. Anticipation matters more than reaction.

Are we truly sustainable and future-proof? Environmental and social responsibility are now essential. From energy efficiency to inclusive programming, we must embody values our audiences and partners expect. Ultimately, the venue must be more than a building — it must be a cultural engine and a tech-forward hub for community and creativity.

How does your background as a professional gymnast benefit you today in your day-to-day job?
Agility is essential in today’s fast-moving landscape — but so are discipline, attention to detail, and a strong team ethic. These are the values I apply every day in managing a venue of this scale and ambition.

What’s next for Paris La Défense Arena?
Our ambition goes beyond being Europe’s biggest indoor venue. We want to be the most impactful — environmentally, digitally, socially, and creatively. That includes becoming a benchmark in how a venue contributes to its local ecosystem — economically, culturally, and environmentally.

But more than anything, what defines us is our human approach. We work hand-in-hand with producers, artists, and crews to make sure each event reaches its full potential. We want everyone — audience or partner — to leave thinking: “I want to come back.”

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