Orange, the former state telco of France, this month agreed a deal to become a Main Partner of the Fédération Française de Football, the French football federation, for the next rights cycle.
Flag carrier Qatar Airways this month became the latest major company to sign a deal with Formula E – having decided that the series has reached critical mass and good level of credibility – as the brand bolsters its portfolio ahead of the end of its Barcelona shirt deal.
For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.
For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.
Financial services company BNP Paribas has extended its Main Partner sponsorship of tennis’s French Open until 2021 for an increase but at a value below the French Tennis Federation’s (FFT) asking price.
French construction equipment company Altrad has become the first brand to appear on the French rugby union national team shirt under a short-term agreement tied to the France 2023 Rugby World Cup bid.
Sweden-based clothing brand Gant has made a rare return to big-time international sports sponsorship as the Official Outfitter of the Le Mans 24 Hours, the highlight of the World Endurance Championship motorsports series.
Multinational telecoms company Orange has title sponsored the French Football League’s (LFP) companion esports Fifa 17 competition to engage more fans with its football sponsorship activation platform Le 12eme homme (The 12th man) and promote its ‘Fiber’ broadband product.