France

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PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

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.

PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari.

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.

Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain

The French Volleyball Federation (FFVolley) has signed a late shirt sponsorship deal with online betting company Betclic, as the men’s national team prepares to commence its EuroVolley 2019 campaign o…

AS Saint-Étienne has added ZEbet, the French betting firm, to its portfolio of sponsors after an agreement was negotiated by the Lagardère Sports agency.

Ligue 1 club Paris Saint-Germain has renewed and broadened its partnership with US video game developer Electronic Arts to 2023- 2024

Features

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.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

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.

French Ligue 1 club Paris Saint-Germain has signed its first regional partnership with Philippine betting brand LoveBet.

SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals

Ligue 1’s biggest central deal, worth €9m per season, is its title sponsorship with Conforama.

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. This

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…

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

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, 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 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…

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)

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.