France
Paris 2024 agrees sponsorship deal with athlete caterer Sodexo
The organising committee for the Paris 2024 Olympic and Paralympic Games has agreed a sponsorship deal with catering company Sodexo, building on a pre-existing catering contract with the company
NTT adds women’s Tour de France to sponsorship portfolio
Global technology and business solutions provider NTT has agreed a deal to sponsor the women’s Tour de France ahead of its return to the calendar next year.
ASO signs Santini to replace Le Coq Sportif as yellow jersey supplier
The Amaury Sport Organisation has expanded its association with Italian sportswear company Santini to include the supply of the yellow jersey for the Tour de France
Solary esports team adds Lutti in latest Sportfive-brokered deal
French esports team Solary has signed confectionery brand Lutti as a sponsor in a deal brokered by the Sportfive agency
Racing 92 signs latest extension with main sponsor Natixis
French rugby union club Racing 92 has signed an extension with its headline sponsor, corporate investment bank Natixis
Infront brokers Stade Toulousain renewal with Chausson Matériaux
French rugby union club Stade Toulousain has signed an extension to its sponsorship contract with building materials provider Chausson Matériaux.
Lyon extends association with EA Sports in Sportfive-brokered deal
French Ligue 1 club Olympique Lyonnais has signed a renewal of its contract with video game developer EA Sports in a deal brokered by the Sportfive agency
Idéal Pneu becomes OL Féminin’s official tyre in Sportfive-brokered deal
French football club Olympique Lyonnais has struck a three-year sponsorship deal for its women's team with tyre brand Idéal Pneu.
Zumub adds AS Monaco to club portfolio
French Ligue 1 football club AS Monaco has signed a sports nutrition category sponsorship deal with Zumub, an online retailer of sports nutrition supplements and products
Point.P sponsors top division of women’s football in France
French home improvement company Point.P has signed as an official partner of the Division 1 Féminine, the top-flight women’s football league in France.
Lille signs up Sportfive in multi-year agreement
The Sportfive agency has added reigning French Ligue 1 champions Lille as a new client, signing a multi-year “strategic business partnership”.
PSG’s Thai esports affiliate signs Bangchak as major sponsor
Thai petroleum and energy conglomerate Bangchak has signed up as the first major sponsor of PSG Esports ROV, an esports team linked to French Ligue 1 football club Paris Saint-Germain
Asics continues Paris Marathon sponsorship with renewal to 2025
The Paris Marathon’s organisers, Amaury Sport Organisation, have signed a major sponsorship renewal for the event with sportswear brand Asics.
Sportfive brokers Lyon-OOGarden and McDonald’s deals, PSG signs supplier agreement
Online garden products company OOGarden has acquired back-of-shirt sponsorship rights at French Ligue 1 club Olympic Lyonnais
Paris 2024 chief: Centralised On Location deal to create ‘more sales opportunities’
Paris 2024 chief executive Étienne Thobois has welcomed the appointment of Endeavor-owned On Location to run a centralised hospitality programme for the 2024, 2026 and 2028 Olympics, stating that the …
Messi inspires major uplift in PSG’s premium tier with Crypto.com deal
The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com
BrawlStars – Supercell & Paris Saint-Germain
Mobile game developer Supercell’s three-season partnership with PSG involved management-level learnings as well as direct promotion for the sponsor’s Brawl Stars game.