France
France 2023: Close to €60m raised from domestic sponsorship sales
State-owned railway company SNCF and building equipment rental firm Loxam have become the latest official sponsors of the 2023 Rugby World Cup, as French organisers announced they have filled all eight…
Round-Up: Fans at Roland Garros, three bidders for Serie A, PP Sports sees market correction, and more
The French Open tennis championship at Roland Garros later this month will allow entry to up to 11,500 fans per day - Reuters/CNA
Mercedes sees rise in revenue and profit, Renault rebrands for 2021
Formula 1 motor-racing team Mercedes has reported rises in profit and revenue for 2019, while Renault has announced it will rebrand as Alpine for the 2021 season
Round-Up: PP Sports ‘to sue’ EPL, Bach addresses Beijing expo, East Bengal to join ISL, and more
Chinese streaming platform PP Sports is going to sue the English Premier League over the termination of their media-rights contract for the 2019-20 to 2021-22 cycle, according to Chinese news service Beijing…
Mastercard acquires Lyon women’s main shirt rights for league competition
Payment services brand Mastercard has extended its sponsorship of the Olympique Lyonnais women's team by becoming official sponsor of the home shirt for the coming season
Round-Up: UK investor increases sports stakes, no bids for India kit rights, Red Bull releases Royals doco, and more
London-based investor Lindsell Train has increased stakes in sports and entertainment companies including Manchester United, Disney and World Wrestling Entertainment - Financial Times
Round-Up: Le Tour’s tough Covid-19 rules, Japan to acquire 500m vaccine doses, ONE Apprentice rights deals, and more
The English Premier League allowed 2,500 supporters to attend a friendly between Brighton and Chelsea in a test of Covid-19 measures - AFP/CNA
AS Monaco adds eToro and VBet to kit sponsors, trials overlay advertising
French Ligue 1 club AS Monaco has signed online investment platform eToro and gambling firm VBet to its sponsorship portfolio
AS Monaco adjusts assets to add value to Affelou deal
French Ligue 1 football club AS Monaco has extended and expanded its sponsorship contract with optician Afflelou Group
Ineos Hygiene sponsors OGC Nice as sports seek partners to combat Covid-19 risk
Ineos Hygiene has become the 'Official Hygiene Partner' to the Ineos-owned Ligue 1 football club OGC Nice to help protect its team – and fans, when they return – from Covid-19 infection.
Coca-Cola signs long-term supplier deals with Lille and PSV
Soft drinks company Coca-Cola has signed official supplier deals with French Ligue 1 outfit Lille OSC and Dutch Eredivisie club PSV Eindhoven
FDJ’s ParionsSport brands shoulder of Marseille shirt
French betting operator Française des Jeux (FDJ) has extended its sponsorship of Ligue 1 club Olympique de Marseille until 2022 with its sports betting brand ParionsSport.
Triangle Intérim brands shoulder of Monaco shirt as Iqoniq switches to shirt sleeve
French Ligue 1 club AS Monaco and recruitment agency Triangle Intérim have extended their kit-related sponsorship agreement for two more seasons until June 2022.
Return of Sportfive brand welcomed by French sponsorship market
The revival of the Sportfive name after five years of operation under the Lagardère Sports brand has received positive feedback in France, the country of the agency’s origin, according to a leading ex…
Collection Court No1 – BNP Paribas & the Fédération Française de Tennis
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.
Betclic acquires Ligue 1 bookmaker rights as LFP targets pool of sponsors
France’s Ligue de Football Professionnel (LFP) this month struck only the second betting deal in its history, a three-year agreement with Betclic that will run from 2020-21 to 2022-23.
Cycling’s Team Ineos renamed Ineos Grenadiers to promote SUV vehicle
WorldTour cycling team Team Ineos will switch its name to Ineos Grenadiers from the start of the Tour de France on August 29
Pirelli signs as event main sponsor of three WSBK rounds
Italian tyre brand Pirelli will be the main event sponsors for the Spanish, French and Riviera di Rimini rounds of this year’s Superbike World Championship.