France

Rugby Union
Sponsorship & Marketing

Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Cycling
Sponsorship & Marketing

French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership with the squad.
Football

Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.
Football
Licensing & Merchandising

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…
Motorsport
Industry Moves

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

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
Sponsorship & Marketing

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

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
Media

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
Sponsorship & Marketing

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

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
Sponsorship & Marketing

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

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

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
Sponsorship & Marketing

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
Sponsorship & Marketing

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
Events

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…