France

Tennis

The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.
Multi-sport
Finance & Law

Le Coq Sportif has taken a €2.9m ($3.1m) loan from the Paris 2024 organising committee to help ensure provision of kit at the Games and as a result of what owner Airesis describes as “operational cash flow challenges” for the sportswear brand.
Football
Sponsorship & Marketing

After record growth in France over the term of its previous deal, MG Motor has extended its sponsorship of Olympique Lyonnais for another three years.
Tennis
Licensing & Merchandising

French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.
Football
Sponsorship & Marketing

AS Monaco has extended its sponsorship deal with Triangle Intérim Solutions RH and become the first Ligue 1 club to announce a deal with e-commerce platform ComAve.
Football
Finance & Law

Manchester City’s Jérémy Doku and three French players have won another battle for control of image rights in France – this time in a dispute with the country’s players union and the Panini sticker company.
Multi-sport
Events

Paris 2024 is confident ongoing talks with brands across the country will result in sponsorship revenue for this summer’s Olympic Games exceeding the already revised upwards target of €1.24bn ($1.34bn).
Football
Licensing & Merchandising

Nike has secured another massive victory in holding off Adidas to retain kit supply rights with the French Football Federation (FFF).
Road Cycling
Sponsorship & Marketing

French consumer credit company Cofidis will continue to sink more than €10m ($10.7m) per year into its men's, women's and paracycling teams through 2028, despite limited success on the road in recent years.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football
Sponsorship & Marketing

The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.
Football
Sponsorship & Marketing

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.
Tennis
Sponsorship & Marketing

Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Golf

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.
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

Olympique Lyonnais has received a welcome commercial boost after its long-running kit manufacturing agreement with Adidas was extended to 2029
Golf
Sponsorship & Marketing

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…
Rugby Union
Governance

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.