Antoine Haincourt has been appointed expert associate at the EM Lyon Business School, in charge of its international master's degree course on the sports industry. He takes the place of Pascal Aymar, who has decided to work for another university-level program in the same sector, as we have already reported. Haincourt is a branding strategy consultant who has worked for major players in the sector including the Calida Group, Cornilleau and Decathlon. He has been teaching in the EM Lyon program for several years. He started his career as head of marketing for Petzl from 1997 to 2008.