France
Features
Tous Unis (All Together) – Accor, QNB, Ooredoo, Nike and more & Paris Saint-Germain
PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.
Drive for More – Yokohama & Chelsea FC
Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.
Data Snapshot: Six Nations Rugby 2019-20
In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.
Young, gifted and Parisian: why PSG means more than football to global brands
PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari.
PSG extends stylish image with Replay deal
In October, Fashion Box, the parent company of Replay, agreed to a four-year deal with Paris Saint-Germain for rights to become the club’s first ‘Official Denim Partner’.
The deal is worth between €1.1m ($1.
#ThisIsOurTime – Škoda & the Tour de France
To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.
Continental showcases four-wheel tyres at Tour de France
Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France
Sponsorship trends in Grand Slam tennis
SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.
Oppo, Infosys add cash and new energy to Roland-Garros roster
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
AS Monaco leaves Nike, signs six-year kit deal with Kappa
Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.
PSG signs LoveBet as first regional partner, launches virtual LED
French Ligue 1 club Paris Saint-Germain has signed its first regional partnership with Philippine betting brand LoveBet.
European Football Sponsorship Report 2018-19: Overview
SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals
European Football Sponsorship Report 2018-19: Ligue 1
Ligue 1’s biggest central deal, worth €9m per season, is its title sponsorship with Conforama.
Girondins de Bordeaux targets revenue hike under new owners
French club Girondins de Bordeaux aims to make a new ‘top five’ in Ligue 1 – both on and off the pitch – following the club’s takeover by American owners.
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Falken ups investment in club partnerships and media buys
Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…
Title deals to drive brand awareness for BKT in key European markets
The €18m ($20.7m) investment of India’s Balkrishna Industries (BKT) in this month’s deal to title sponsor France’s football league cup, the Coupe de la Ligue, followed its €7.5m invest
Case Study: Dimension Data and the Tour de France
A good sponsorship creates value for both parties
FFF to exceed €100m mark in annual partner income
he Fédération Française de Football will earn more than €100m ($116m) per season in sponsorship from the 2018-19 season, after a round of renewals and an adjustment of the sponsorship hierarchy to give…
Orange goes deeper into French football with four-year FFF deal
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.
LG Signature chooses Evian Championship for sports debut
LG Electronics has dedicated a sports event sponsorship to its premium LG Signature brand for the first time, as an Official Partner of the Evian Championship, the fifth women’ s golf major, from 2017 t…
Ligue 1’s Title Sponsor search ends with Conforama
Home furnishings retail chain Conforama became the title sponsor of France’s top football league, Ligue 1, in a three-season deal, from 2017-18 to 2019-20, thought to be worth about €27m ($29.5m)
Qatar Airways makes first Formula E deal
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.
Sponsorship of rugby union
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.
Sponsorship of international federations and national governing bodies
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.