France

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

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.

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

French esports team Solary has signed confectionery brand Lutti as a sponsor in a deal brokered by the Sportfive agency

French rugby union club Racing 92 has signed an extension with its headline sponsor, corporate investment bank Natixis

French rugby union club Stade Toulousain has signed an extension to its sponsorship contract with building materials provider Chausson Matériaux.

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

French football club Olympique Lyonnais has struck a three-year sponsorship deal for its women's team with tyre brand Idéal Pneu.

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

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.

The Sportfive agency has added reigning French Ligue 1 champions Lille as a new client, signing a multi-year “strategic business partnership”.

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

The Paris Marathon’s organisers, Amaury Sport Organisation, have signed a major sponsorship renewal for the event with sportswear brand Asics. 

Online garden products company OOGarden has acquired back-of-shirt sponsorship rights at French Ligue 1 club Olympic Lyonnais

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 …

The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com

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.