Inaugurated in Lyon in the year 12 BC, the federal Trois-Gaules sanctuary affirmed the desire of Augustus to base his rule on religious principals. The emperor would take on a sacred position and divine prestige would glorify the imperial institution. The sanctuary, which to begin with consisted only of an altar dedicated to Rome and Augustus, was eventually completed with an amphitheatre and a temple.

Each year, on the first of August, delegates from sixty civitates in Trois-Gaules would gather under the presidency of a priest (sacerdos) in order to celebrate the imperial cult. Both a religious and political conference, this celebration expressed loyalty towards the emperor and fidelity to Rome.

The Biturige Cubi figured amongst the sixty tribes assembled annually. Archaeologists have actually found part of the terracing from the amphitheatre in Lyon which bears the inscription "ARV./BIT.C./BIT.C./BIT.C./". It would appear to be part of a block reserved for delegates from the Biturige and the Arverni.

Any town of reasonable size was expected to honour the reigning emperor, the imperial family and deceased princes. At a municipal level, the organisation of the official cult was generally carried out by a college of six freedmen known as the 'seviri Augustales'.

In Argentomagus the imperial cult may have been celebrated in this manner. It is at least suggested in an inscription discovered in 1993.

Dedicated to a member of the imperial family, possibly the future Antonius the Pious, by at least two freedmen, Diphilus and Fro (...), it has demonstrated the presence of the imperial cult.

The following inscription was found in 1970 in the house of Sergius Quintus Macrinus: "To the divine will of the Augustans and the fruitful god Mercury, Quintus Sergius Maximus has made a gift of a temple from his personal fortune. He discharges his vow willingly and justly."

"NVMINIBVS AVG (VSTORVM DVORVM) ET DEO MERCVRIO FELICI"