France

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season. Of

Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.

Official airline Emirates activated its rights around the delayed 2020 French Open to promote the fact that, post lockdown, its Dubai-Paris flights had restarted.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.

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.

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.

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

French Ligue 1 football club Olympique de Marseille has entered into a partnership with fashion brand Kaporal Jeans