France
PSG’s retail growth contributes to €800m revenue record
Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
Former Brentford commercial director Parkinson joins Alpine
The Renault-owned Formula 1 team Alpine has appointed former Brentford executive James Parkinson as its new UK commercial director
LCL continues to ride in yellow with Tour de France
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.
Lexus accelerates tennis sponsorship growth with Paris Masters deal
Japanese car brand Lexus has continued its tennis sponsorship drive after announcing a new agreement with the Rolex Paris Masters tournament
Hisense extends with PSG as Chinese brand’s TV sales soar
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
BeIN hampered by French legislation over Plus500 sponsorship in Champions League
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.
Sportfive bolsters handball presence with FFHB appointment
The French Handball Federation (FFHB) has announced Sportfive as its exclusive agency for sponsorship sales.
Greenpeace calls out TotalEnergies’ France 2023 RWC sponsorship as ‘greenwashing’
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.
Monaco agrees Royal Caribbean, Teddy Smith kit sponsorship deals
AS Monaco has agreed new sponsorship deals with global cruise line Royal Caribbean and fashion brand Teddy Smith
AS Monaco leverages virtual advertising to strike 6686 deal
AS Monaco will use virtual advertising to activate a three-year sponsorship deal with betting firm 6686 covering the Asia region
PSG strikes global sponsorship deal with Yassir
French Ligue 1 club Paris Saint-Germain has announced a new three-year global sponsorship deal with North African 'super app' Yassir
PSG draws strength from first post-Messi deal with Brilliantcrypto
Brilliantcrypto's global sponsorship deal with PSG demonstrates the Parisian club's ongoing appeal to Asian brands.
LVMH finally agrees contract as Paris 2024 final top-tier sponsor
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.
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Peugeot maintains long-running Stade Toulousain sponsorship
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…
Caisse des Dépôts, Arena join Paris 2024 sponsorship portfolio
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…
Brest signs Crédit Mutuel Arkéa as future stadium sponsor
French football club Stade Brestois 29 has announced Crédit Mutuel Arkéa as the naming rights sponsor for its yet-to-be-built new stadium.
Crédit Agricole extends long-term backing of FFF
Financial services group Crédit Agricole has renewed its sponsorship of the French Football Federation (FFF) until 2028.
‘Sponsorship leads to a different conversation with clients’ | Thomas Hirsch, Capgemini
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.