AS Monaco Basket’s leadership and players gathered on Tuesday for a press conference ahead of the 2024 EuroLeague season, outlining their goals for success both on and off the court.
With the EuroLeague season fast approaching, AS Monaco Basket brought the local press together on 17th September to discuss the team’s goals for the upcoming 2024/25 season at an event held at the Monaco Automobile Club.
It was led by AS Monaco Basket President Aleksej Fedoricsev, General Manager Oleksiy Yefimov and Head Coach Sasa Obradovic. Roca Team’s pivot Donatas Motiejunas, shooting guard Elie Okobo and newly signed point guard Nick Calathes also spoke to the press.
The team strategy for the 2024/25 EuroLeague season, said Oleksiy Yefimov, is to maintain its strong standing in domestic and European basketball scenes.
“We always need to show consistency, and we have a very good record so far,” he said.
Fedoricsev added, “It’s important to us to stay stable, keep our style and always have this consistency, combined with a lot of energy.”
A key moment of the discussion was the team’s performance last season. In the 2023/24 season, 106,000 fans attended their games, 93% of whom expressed intentions to return. In the same season, AS Monaco Basket achieved a cumulative audience of 149 million views of its games, contributing to a 171.5% increase in digital engagement.
Donatas Motiejunas, Elie Okobo and Nick Calathes at the press conference. Photo by Monaco Life
Looking ahead to the 2024/2025 season, AS Monaco Basket outlined several ambitious goals, namely victory in the Betclic Elite league, the Leaders Cup and the Coupe de France, as well as the securing of a place in the EuroLeague playoffs.
“We have a clear set of goals. We know what we need to do and how to bring the level of the team up,” said Okobo.
“I am looking forward to the start of the new season, new pressures, new challenges,” revealed Coach Obradovic, who is about to hit his 20th milestone as a coach. “I was unhappy with the pre-season so far, as there were a lot of question marks. However, we have to use this time now to get into the best physical and tactical shape.”
In his first press conference with the Monegasque team, Calathes remarked, “I love the team; these are some of the most outstanding players. In the end, we all need to get better and stronger, and once we are used to playing all together, we will build upon it.”
Nick Calathes, with representatives from Spalding, displaying the new team jersey for the upcoming season. Photo by Monaco Life
Commercially, the Roca Team plans to improve the fan experience and boost revenue by 40% while also establishing the club as a stronger brand globally. They plan to achieve this through strategic partnerships, such as the sponsorship deals with Groupe Michel Pastor, Pineappli and Spalding, a global sporting goods company.
Oleksiy Yefimov is General Manager of AS Monaco Basket, a team that has made an astonishing rise in European basketball. In just three short years, Monaco has secured a strong foothold in the EuroLeague and become a powerhouse in the sport.
In this interview with Editor in Chief Cassandra Tanti, Oleksiy discusses the team’s key objectives for the upcoming season, the crucial recovery of Mike James, and his ambitious plans to build a larger state-of-the-art arena for the Roca Team.
We’ll also dive into why VIPs and celebrities like F1 driver Charles Leclerc and tennis legend Novak Djokovic are flocking to courtside seats, making Monaco one of the hottest tickets in basketball.
To listen to the 17 minute podcast interview, press play below…
Monaco Life: Oleksiy, let’s start with the fact that Monaco has had impressive strides in the EuroLeague. What are your key objectives for the upcoming season?
Oleksiy Yefimov: Well, to begin, I think the most important thing is consistency. Consistency is what we will aim to show, and this is one of our main goals. We want to be consistent both on and off the court because since we joined the EuroLeague family three years ago, we’ve been consistently growing, and we want to keep that direction. In terms of results, we obviously aim for wins, but we also run this project not just as a sports project but as an entertainment one. So, we need to grow in areas like fan experience and marketing to make people excited about coming to the games.
We will touch on the fan experience later, but first, about the EuroLeague—you’ve spoken about securing a EuroLeague A license and plans to build a larger home arena for the Roca Team. How is Monaco progressing towards those goals?
First of all, I want to extend gratitude to the government, the Principality itself, and, of course, to Monsignor Prince Albert II because we feel strong support from the state on a daily basis. The modifications and improvements of Salle Gaston Medecin have been ongoing. Our dream goal is to build a brand new venue, which the Principality deserves. Such a project could have a positive impact not only on basketball but on many industries, and I believe it would be a multifunctional venue, catering to concerts, exhibitions, and more, which would entertain both residents and visitors at the highest level.
Prince Albert II, Princess Charlene and Prince Jacques being presented the AS Monaco Basket jersey by Oleksiy Yefimov
All of us can agree that would be a fabulous addition to Monaco. Speaking of players, one of your star players, Mike James, is recovering from back surgery. How crucial is his fitness to your EuroLeague ambitions this season?
Last year, 57% of all points scored by our team in the EuroLeague involved Mike James, either directly or through assists. So, he is a very important piece of our team. We will miss him at the beginning of the season, but we have a deep roster with enough quality to be solid while waiting for Mike to come back.
Monaco’s rise in European basketball has been remarkable. What factors do you believe have contributed most to this rapid ascent?
First of all, we are not afraid to admit our mistakes. We understand it’s a process, and mistakes are inevitable. If something goes wrong, we are ready to assume responsibility, accept it, and fix it. Secondly, we don’t consider achievements as the end goal but as new challenges. Every time we win, we challenge ourselves to prove it wasn’t accidental and that it was well-deserved. Again, it’s about consistency.
How do you plan to further develop Monaco’s brand and fanbase, both in the Principality and internationally?
We have two different strategies. In Monaco, we mostly focus on the Roca Team brand because we want to be seen as Monaco’s team, with the ultimate goal of having every Monegasque cheering for the Roca Team as if it were their national team. In Europe, we highlight that we represent a small yet global brand—Monaco—which carries significant value.
What challenges did you face in assembling a roster capable of competing in both the domestic league and the EuroLeague?
It’s not easy to attract local players because of the heavy income tax that French players need to pay when employed in Monaco. This is why many top French players are playing in Spain, Greece, or Turkey. Another challenge is that we are a young team, having joined the EuroLeague just three years ago. In the beginning, players were hesitant to join, but that has changed. Now, we are a destination for top players like Mike James and others.
Oleksiy Yefimov and Aleksej Fedoricsev, chairman of AS Monaco Basket, at the Paris finale which saw the Roca Team take home the EuroCup
You’ve described AS Monaco’s EuroLeague journey as a “fairytale”. Looking back, what were the most significant turning points for you?
Winning the EuroCup was a significant moment because it allowed us to try ourselves in the EuroLeague. Another key moment was advancing to the playoffs in our first EuroLeague season, which made the European basketball community realise that Monaco’s rise wasn’t just a Cinderella story—something bigger is happening.
With French basketball on the rise, how do you see Monaco’s role in the broader development of the sport in this region?
Monaco is the locomotive of French basketball. Without Monaco, I believe the French league wouldn’t be as strong or as attractive. Our chairman, Aleksej Fedoricsev, has invested not only in the club but also in initiatives like Skweek, which is helping to develop the sport further.
The relationship between AS Monaco and Skweek has been evolving. Can you explain its impact on French basketball?
French basketball has always been a “sleeping giant”. The potential is much greater than what we see at present. Skweek has bridged the gap between the product and the consumer, bringing high-quality broadcasts to fans who were previously unable to watch in HD.
With recent expansions at the stadium, do you think Monaco can accommodate the growing demand for tickets and interest in the team?
Since joining the EuroLeague, there has been much higher demand for tickets than we can accommodate, especially for EuroLeague playoffs and French league finals. We have had games where more than 1,000 people were outside the stadium, hoping to get in.
How does Monaco’s EuroLeague success influence its position in French basketball, especially compared to clubs like ASVEL?
It’s now clear that Monaco is a new powerhouse in French basketball. We may not have the legacy that ASVEL does, but currently, we are stronger overall. According to market research, Monaco is the most recognised basketball brand in France.
We’ve often seen VIPs like Novak Djokovic and Charles Leclerc at Monaco games. What do you think attracts these high-profile individuals to the games?
It’s a combination of Monaco itself, the intimate atmosphere of our arena, and the chance to be close to the action. Our courtside seats provide a unique experience that you can’t get in a 20,000-seat arena.
Final question: What are your personal goals as Monaco’s GM, and where do you see yourself and the club in five years?
My dream is to be sitting in a brand-new arena, knowing that the future of the project doesn’t depend on sporting results because we already have a EuroLeague A license in our pocket.
Two-time Formula 1 World Drivers’ Championship title winner Fernando Alonso and Monaco’s own Prince Albert II were among the key speakers at the 2024 Monaco Private Label Summit, an event that highlighted the strengths of the Principality as a nation, from its strong sense of community to its commitment to nurturing innovation and positive change, and its stability, both economically and politically.
The 15th Annual Monaco Private Label (MPL) Summit was held at the Fairmont Hotel on Tuesday 17th September, and it brought together a diverse mix of individuals from the worlds of sport, business, technology and politics with the overarching goal of discussing the Principality’s developing role in global leadership.
Established in 2009 by the Prince’s Government, MPL is an exclusive international club that counts among its members hundreds of high-profile decision-makers and business leaders from more than 40 countries worldwide. Alongside dynamic networking opportunities, MPL provides its members with lifetime access to a comprehensive concierge service that has been designed to enhance their day-to-day experience in Monaco. Through its connections with the Prince Albert II of Monaco Foundation, MPL also enables members to engage in the many philanthropic and environmental projects run from the Principality.
Taking to the stage to address those in attendance, Chloé Leclercq, the director of MPL, said, “I am so proud to have you all here and to see this unique community gather together and have the support of His Serene Highness Prince Albert II.”
During the event, Fernando Alonso, a two-time Formula 1 World Champion and a Monaco resident for the past four years, gave a presentation on ‘Pioneering Excellence in Sports’, focusing on the intersection of sports, innovation and leadership.
Fernando Alonso, the two-time Formula 1 World Champion, speaking at the Monaco Private Label Summit on 17th September. Photo by Monaco Life
“Monaco is such a special place,” said Alonso. “I’ve only lived here for four years, but I can already say that Monaco has significantly impacted me, as the Principality gives me the energy to dream for a future life. Most importantly, it provides stability. You need to invest where you live, and Monaco is a great place to invest and do business. I can say that here I find the best expertise in all fields, such as lawyers, finance and so on.”
Prince Albert II addressing the audience at the 15th Monaco Private Label Summit. Photo by Monaco Life.
As the event came to a close, Prince Albert took his turn on stage, saying, “I want people to know that Monaco is not just a place to live; it’s also a place to thrive and be a part of an incredible community.”
Ahead of Thursday’s UEFA Champions League clash against Barcelona, AS Monaco secured an impressive 3-0 away victory over Auxerre over the weekend, extending their undefeated record in France’s Ligue 1 this season.
AS Monaco entered Auxerre’s Stade Abbé-Deschamps on 14th September with high hopes of boosting their points tally in the Ligue 1 table, and they were not disappointed.
The Rouges et Blancs took control from the start, with a spectacular header from Thilo Kehrer only eight minutes in. This was followed in the 25th minute by a goal from Brazilian sensation Vanderson, who scored after a clean pass from captain Denis Zakaria.
In the second half, the team’s goals had all but come to a halt until the very last minute, when Zakaria added a third, cementing AS Monaco’s 3-0 victory.
“I think we played a good game. The only negative point is that we were not able to be more decisive,” said Zakaria after the match. “But we are happy with the final score, and I am pleased to have been able to help the team today by scoring. It is important to be there for the team, and that is what I managed to do along with Thilo, the vice-captain.”
The extra points have put AS Monaco neck and neck with second-placed Marseille in the Ligue 1 standings, and only two points behind the perennial top team, Paris Saint-Germain.
The win is a real confidence builder ahead of the club’s upcoming UEFA Champions League match, the first of the season, against powerhouses FC Barcelona at Stade Louis II in Monaco on Thursday 19th September.
In light of ongoing discussions about the railway construction project between Nice and Ventimiglia, officials have confirmed that train services will continue uninterrupted for the upcoming Champions League match between AS Monaco and FC Barcelona on Thursday.
A crucial meeting was held last night, attended by Céline Caron-Dagioni, Monaco’s Minister of Infrastructure, Environment and Urban Development; Jean-Pierre Serrus, Vice-President of the Provence-Alpes-Côte d’Azur Region responsible for transport and sustainable mobility; and representatives from SNCF Réseau. The gathering was focused on evaluating the impact of SNCF’s proposed construction plan on commuters and major events, such as football matches.
The stakeholders agreed to suspend the scheduled railway works on 19th September to ensure smooth travel for fans and workers heading to the Principality for the high-profile match.
In a press statement Tuesday, the government revealed that a follow-up meeting is scheduled for Friday afternoon, where SNCF Réseau will present alternative construction scenarios. These proposals will be reviewed by both the Monaco government and the Provence-Alpes-Côte d’Azur Region, with the aim of minimising disruption while continuing necessary infrastructure improvements.
Monaco’s commitment to animal welfare reached a new milestone as Prince Albert II and Princess Charlene inaugurated the Principality’s new state-of-the-art animal shelter in Peille.
On Monday 16th September, Prince Albert II and Princess Charlene officially opened Monaco’s new animal shelter. The Princely Couple unveiled the commemorative plaque, with local and Monaco authorities in attendance. Abbé Pasquale Traetta performed the blessing of the facility.
The 1,675m² shelter, located in a protected natural area, will house up to 40 dogs and 50 cats, reflecting Princess Charlene’s dedication to animal welfare as the new President of Monaco’s Society for the Protection of Animals (SPA).
The project was first launched in September 2020 when Prince Albert and Princess Charlene laid the foundation stone. The SPA, which has been active in Monaco since 1903, had long sought a modern space that would allow them to care for animals in an environment prioritising well-being and respect for nature
See more photos from the inauguration in the gallery below. Photos credit: Eric Mathon, Prince’s Palace…
