France

Motorsport

The Renault-owned Formula 1 team Alpine has appointed former Brentford executive James Parkinson as its new UK commercial director
Cycling

French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Tennis

Japanese car brand Lexus has continued its tennis sponsorship drive after announcing a new agreement with the Rolex Paris Masters tournament
Football

Chinese electronic appliance company Hisense has extended its global sponsorship of French Ligue 1 club Paris Saint-Germain for another two years as it continues to use sport to increase brand awareness
Football

Pay-TV broadcaster beIN Sports has once again been forced to curtail some of its live football output in France because of legislation pertaining to online financial trading firm Plus500.
Handball

The French Handball Federation (FFHB) has announced Sportfive as its exclusive agency for sponsorship sales.
Rugby Union

Environmental group Greenpeace has condemned TotalEnergies’ sponsorship of the upcoming Rugby World Cup in France with the release of an animated video that depicts oil flooding the pitch at the Stade de France, the venue for the opening match of the tournament on September 8.
Football

AS Monaco has agreed new sponsorship deals with global cruise line Royal Caribbean and fashion brand Teddy Smith
Football

AS Monaco will use virtual advertising to activate a three-year sponsorship deal with betting firm 6686 covering the Asia region
Football

French Ligue 1 club Paris Saint-Germain has announced a new three-year global sponsorship deal with North African 'super app' Yassir
Football

Brilliantcrypto's global sponsorship deal with PSG demonstrates the Parisian club's ongoing appeal to Asian brands.
Multi-sport

The Paris 2024 organising committee (Cojop) has confirmed the long-anticipated news that French luxury goods giant LVMH has become a ‘Premium Partner’ to next year’s Olympic and Paralympic Games. A
Rugby Union

French automotive manufacturer Peugeot has extended its long-running association with domestic Top 14 champion Stade Toulousain by agreeing a three-season renewal to its role as the rugby union club’s m…
Multi-sport

Caisse des Dépôts, a French public sector financial institution, and Arena Group, which provides temporary structures and associated services for events and commercial use around the world, have signed u…
Football

French football club Stade Brestois 29 has announced Crédit Mutuel Arkéa as the naming rights sponsor for its yet-to-be-built new stadium.
Football

Financial services group Crédit Agricole has renewed its sponsorship of the French Football Federation (FFF) until 2028.

As a B2B company, sponsorship allows Capgemini to showcase its wide-ranging capabilities to clients in exciting and emotive ways. Faaez Samadi speaks to the company's sponsorship director Thomas Hirsch.
Multi-sport

The Paris 2024 organising committee (Cojop) is on track to hit its original sponsorship revenue target by the end of this year, leaving around €100m ($108.5