France
EXCLUSIVE: Oppo exits Roland Garros sponsorship amid French market retreat
Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Open de France FedEx title deal supports European hub
FedEx’s investment as title sponsor of the Open de France golf tournament can be credited directly to the DP World Tour’s commercial partnership with the PGA Tour.
Nike on notice as FFF ‘to launch’ kit supplier tender
The French Football Federation (FFF) is set to launch a new kit and apparel supplier tender, two years ahead of current sponsor Nike's deal ending.
Embattled Lyon renews with long-term partner Adidas to 2029
Olympique Lyonnais has received a welcome commercial boost after its long-running kit manufacturing agreement with Adidas was extended to 2029
Strategic alliance aids FedEx in Open de France title deal
Logistics company FedEx has expanded its footprint in professional golf to become title sponsor of the Open de France tournament in a deal facilitated by the DP World Tour’s strategic alliance with the P…
Ethics clause included in Altrad’s French rugby shirt sponsor renewal
The French Rugby Federation (FFR) has signed a two-and-a-half-year extension to its shirt sponsorship deal with the Altrad Group, although the agreement includes a reciprocal ethics clause amid the ongoing probe into the company’s chairman, Mohed Altrad.
New leadership for Sportfive France as Moretti calls time
Sportfive will soon be under new leadership in France with managing director Laurent Moretti to leave his role in the coming weeks
PSG becomes latest club to sign up CFI as sponsor
Dubai-based Credit Financier Invest (CFI) has continued its recent sponsorship drive in European football via a deal with Paris Saint-Germain (PSG)
GMF ‘set to end’ FFR sponsorship after nearly four decades
French insurance firm GMF is set to end its sponsorship of the French Rugby Federation (FFR) after 38 years of supporting the governing body.
‘Mission Masterclass’ – Enterprise Rent-A-Car and the Uefa Europa League
US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
Guinness replaces TikTok as Women’s Six Nations title sponsor, men’s renewal inked
Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Decathlon takes on title sponsorship of French UCI WorldTour team
French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership with the squad.
Paris Baguette deal spotlights PSG’s new popularity in Korea
Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.
PSG’s retail growth contributes to €800m revenue record
Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
Former Brentford commercial director Parkinson joins Alpine
The Renault-owned Formula 1 team Alpine has appointed former Brentford executive James Parkinson as its new UK commercial director
LCL continues to ride in yellow with Tour de France
French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Lexus accelerates tennis sponsorship growth with Paris Masters deal
Japanese car brand Lexus has continued its tennis sponsorship drive after announcing a new agreement with the Rolex Paris Masters tournament
Hisense extends with PSG as Chinese brand’s TV sales soar
Chinese electronic appliance company Hisense has extended its global sponsorship of French Ligue 1 club Paris Saint-Germain for another two years as it continues to use sport to increase brand awareness