French Ligue 1 club AJ Auxerre has named Anglo-Belgian manager Will Still as its new head coach on a deal running through 2028. The appointment, confirmed in early June, sees Still replace outgoing boss Christophe Pelissier following the club’s successful effort to maintain its top-flight status for the 2026-27 season.
The hiring was driven by club owner James Zhou, a Chinese businessman who has overseen Auxerre’s operations. Still arrived as a free agent after departing Southampton in late 2025, having previously managed Reims and Lens in the French football system.
Why this matters (or doesn’t) for crypto
Despite the accelerating trend of European football clubs partnering with crypto exchanges, launching fan tokens, and exploring blockchain-based ticketing, Auxerre’s coaching change appears to be a straightforward sporting decision with no Web3 angle attached. No crypto sponsorship was announced alongside the hire. No fan token initiative was referenced. No blockchain-related commercial partnership accompanied the news.
Still’s coaching trajectory
