France

The €18m ($20.7m) investment of India’s Balkrishna Industries (BKT) in this month’s deal to title sponsor France’s football league cup, the Coupe de la Ligue, followed its €7.5m invest

Banking group Caisse d'Épargne has extended its backing of the French Handball Federation (FFHB) through to the 2024 summer Olympic Games, which will be held in Paris.

French banking group Crédit Agricole has signed as the third National Supporter of the Women’s World Cup 2019, hosted by France.

Stade Rennais has secured a five-year extension to its contract with main sponsor Samsic, continuing one of the longest-running associations in Ligue 1, the top division of French football

Italian automotive company Fiat has struck a one-season extension to its partnership with the French Football League (LFP), expanding its association with club football in the country

Paris 2024 has marked the one-year anniversary of its successful bid to host the Olympic Games by naming Groupe BCPE as its first Premium Partner

Paris St-Germain and the Jordan Brand formally announced their highly-anticipated new collaboration on Thursday ahead of next week's Champions League group stage

Nike’s Jordan Brand will attempt to migrate its lifestyle brand to football with its first ever football club collection.

A good sponsorship creates value for both parties

Indian tyre company BKT has become title partner of French club football’s leading cup competition, the Coupe de la Ligue, for the next six seasons from 2018-2019 to 2023-24.

Swiss watch company TAG Heuer will remain Official Timekeeper to four out of the top five European football leagues thanks to an extension of its agreement with the French Professional Football League…

France’s national railway company, SNCF, has agreed a deal to sponsor next year’s Fifa Women’s World Cup, which will take place in its home country. S

French Ligue 1 football club AS Monaco has agreed a new partnership with Swiss watchmaker Le Rhöne. Le Rhöne will serve as the club's official watchmaker for the 2018-19 and 2019-20 seasons.

French Ligue 1 football club Lille has signed a kit sponsorship deal with online poker operator Winamax. The two-year deal covers the 2018-19 and 2019-20 seasons

Recruitment company Groupe Adéquat has agreed a deal to become the new sleeve sponsor of French Ligue 1 football club Olympique Lyonnais.

Real estate company Groupe Launay has stepped up its backing of French Ligue 1 football team Stade Rennais by becoming an official sponsor of the club