France

Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.

The sponsorship element of beIN Sports' rights deal with France's Professional Football League (LFP) is under serious threat as Ligue 1's new domestic media rights contracts could be further devalued.

Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.

Ligue 1 clubs are losing patience with France's Professional Football League (LFP) over the handling of its relationship with domestic rights partner beIN Sports, which continues to withhold its first…

BeIN Sports continues to withhold its first instalment payment for Ligue 1 rights amid ongoing doubts over its allocated sponsorship inventory and questions raised over the broadcaster’s media rights package.

The French Rugby Federation (FFR) is taking its former kit supplier Le Coq Sportif to court, claiming it is owed more than €5m ($5.6m) in unpaid fees.

Pernod Ricard has pulled its sponsorship of Paris Saint-Germain after just three days following a fierce backlash from football fans in Marseille, from where the drinks company hails.

Concerns linger over the financial health of Le Coq Sportif as the French Rugby Federation (FFR) moves on from a six-year kit supply term to return to previous sponsor Adidas.

Havas Play describes how Orange activated its ‘Presenting Partner' rights at the 'Marathon Pour Tous', one of the bespoke events offered by the Paris 2024 organising committee.

AS Monaco has joined the small group of elite clubs to split shirt sponsor rights between domestic and European competition after announcing a new top-tier deal with Renault.

The French football domestic rights saga is almost at an end, after the league's board of directors validated the €100m ($108m) per season media rights and sponsorship offer from pay-television's beIN S…

The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.

Le Coq Sportif has taken a €2.9m ($3.1m) loan from the Paris 2024 organising committee to help ensure provision of kit at the Games and as a result of what owner Airesis describes as “operational cash flow challenges” for the sportswear brand.

After record growth in France over the term of its previous deal, MG Motor has extended its sponsorship of Olympique Lyonnais for another three years.

French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.