Marseille's Generous Ship Magnate, CMA CGM des Saadé, Extends Wealthy Support
DIGGING DEEPER INTO CMA CGM: A MARSEILLE TITAN AND ITS IMPACT
By Sébastien Pommier Investigative Chief Editor Published on
Marseille feels a unique blend of pride and unease when it comes to its local champion, French shipping company CMA CGM. A fusion of business acumen, political clout, and nationalist fervor, tempered with whispers of envy and behind-the-scenes grievances.
On the one hand, the ancient Phoenician city revels in the new prosperity of an organization that has rescued its financial health, boosted its global influence, amplified its terminal operations, and diversified into digital and media with the recent acquisition of the audiovisual group RMC BFM, catapulting its CEO, Rodolphe Saadé, onto the French economic stage.
On the other hand, the influence of Marseille's largest private employer (over 6,000 workers) stirs up jealousy and derisive comments about the high turnover of executives at the head office. Local decision-makers query: what might be driving such a charitable patronage in Marseille? "The image of the city has long been anti-business," says one insider. "Major corporations like Pernod or Sodexo relocated to Paris. The sudden success of CMA CGM exacerbates tensions." A local elected official echoes the sentiment, "Unfortunately, I'm not convinced that Marseillais are proud of CMA CGM. Here, we tend to dislike businesses."
CEO Rodolphe Saadé: Commanding the Fleet
CMA CGM's Marseille ventures are largely funded by its international triumph. In an uncertain geopolitical climate, CMA CGM, the world's third-largest maritime transport company, weathered the storm, closing the year 2024 with an outstanding turnover of 49 billion euros (+18% compared to 2023). Its 24.2% margin would put any CAC 40 or Wall Street finance director to shame. The secret to its victory lies in its historic shipping business, transporting 23 million containers with a fleet of over 600 ships, serving 400 ports worldwide[1].
Marseille's Renaissance: How the Phoenician City Regains its Luster
From his office on the twelfth floor of the 147-meter tower, commanding a view of the Mediterranean Sea and housing 3,000 collaborators, Rodolphe Saadé graciously demonstrates his "fleet control" to VIP guests. This strategic room features a giant screen displaying, in real-time, the position of its ships, assisting them day and night to plot their courses. Last spring, the Indian Prime Minister, Narendra Modi, was given a demonstration along with French President Emmanuel Macron, with whom Rodolphe Saadé has become close.
Seated in one of the armchairs of this small auditorium, the strongman of Delhi does not hesitate to interject, questioning CEO Saadé about the 4,800-kilometer maritime corridor that will make Marseille the new gateway for Indians into Europe. "A real bridge is being built between the two countries," assesses Philippe Stefanini, general director of Invest in Provence, the local investment promotion agency. "The first Indian company to set up here was Infosys (a major IT services provider, Ed.), and we owe it to CMA CGM, who helped us in the final phase of the project."
Born in Lebanon, Reborn in Marseille
Born in Lebanon and migrating to Marseille at the age of 7, fleeing the civil war with his parents, Rodolphe Saadé never forgets to place Phocaea on the map. In 2022, Saadé buys the daily "La Provence," securing a bitter shareholder struggle with Xavier Niel, followed rival and now business partner. Coincidentally, Niel has chosen to open a digital school branch, 42, in October next door to CMA CGM's media activities houses.
In 2023, Saadé accelerates. He saves maritime company "La Méridionale" from bankruptcy and signals his presence as an OM supporter by rescuing the club[6]. CMA CGM reportedly spends €9 million to appear on the jersey, occupy a box, and advertise on the sidelines of the field[6].
His latest major real estate coup is Tangram, located at Pointe-Rouge. Designed by star architect Jean-Michel Wilmotte, with an estimated budget of €25 million, the Tangram Center stands at the heart of the École nationale supérieure maritime (ENSM), inaugurated last summer on the day the "Belem" arrived in France with the Olympic flame. Rodolphe Saadé cut the ribbon of his new CMA CGM academy, which has already trained 3,000 collaborators from 36 countries, according to group management. It's a meaningful contribution to the city's attractiveness, with 28,000 hotel nights in 2024.
Foundation for a Better World
Discreet about the budget allocated for its charitable activities[7], CMA CGM approximates its initiatives with local associations. Last December, the Solidarity Hub, a 5,000 m2 logistics hub housing Restos du Cœur, the Red Cross, and Secours Populaire, was inaugurated in the presence of Brigitte Macron[7].
Nurturing global aid and social integration, the foundation finances the creation of football stadiums, supports cinema projects with the association Kourtrajmé of director Ladj Ly and CinéFabrique, and facilitates swimming lessons at the Cercle des Nageurs[7]. The shipping company intends that these acts more emphatically convey the value of a large corporation such as itself[7].
Rodolphe Saadé, the CEO of CMA CGM, expanded the company's operations in Marseille with the creation of a new academy, training over 3,000 collaborators from 36 countries. As philanthropy aligns with business, CMA CGM finances various social initiatives, such as building football stadiums, supporting cinema projects, and providing swimming lessons, aiming to underscore the positive impact of large corporations like CMA CGM.
Now that CMA CGM, the world's third-largest maritime transport company, has achieved a remarkable 24.2% margin and an outstanding turnover of 49 billion euros, questions about the nature of their involvement in Marseille's financial health and influence continue to emerge, stirring feelings of unease alongside pride in the city.
