France
Groupe ADP lands Paris 2024 sponsorship
Airport operator Groupe ADP has announced a domestic sponsorship deal for the Paris 2024 Olympic and Paralympic Games
‘We need platforms that resonate on a global basis’ | Stuart Wareman, Accor
Accor’s sponsorship strategy is focused on driving awareness and conversion for Accor Live Limitless (ALL), the brand’s hotel booking and lifestyle loyalty programme.
LFP brings in rEvolution to boost Ligue 1 US presence
France's Professional Football League (LFP) has engaged the rEvolution agency to aid its efforts to expand Ligue 1’s presence in the US market.
PSG extends Visit Rwanda sponsorship
Paris Saint-Germain (PSG) has announced a two-year extension of the club's sponsorship agreement with country tourism board Visit Rwanda
Haier makes swift move for premium audiences with Roland Garros and ATP deals
Chinese home appliances brand Haier is targeting premium sports audiences through two separate tennis sponsorship agreements with the ATP Tour and the French Tennis Federation (FFT). Faaez Samadi reports.
Estanguet praises SNCF’s commitment to ‘ecological transition’ in Paris 2024 deal
French state-owned railway company SNCF has signed as an ‘Official Supporter’ of the Paris 2024 Olympic and Paralympic Games, the third tier of the domestic sponsorship programme.
Monaco names LNR’s Chatelard as marketing director
Thibaut Chatelard, the long-serving chief marketing and revenue officer at France’s Ligue Nationale de Rugby (LNR), has taken up a new role at Ligue 1 football club AS Monaco.
Haier moves into tennis with Roland Garros, ATP Tour sponsorship
Haier, the Chinese multinational home appliance and consumer electronics firm, has become a sponsor of Roland Garros and the ATP Tour
Suez adds Tour de France Femmes to women’s cycling portfolio
French utility company Suez has agreed a deal to sponsor the Tour de France Femmes women’s cycling event.
Accor adds ALL deal to Rugby World Cup sponsorship
Hotel group Accor has stepped up its backing of this year’s Rugby World Cup in France with ALL – Accor Live Limitless, its booking platform and loyalty programme, announced as an official supporter of …
Technogym joins Paris 2024’s ‘Official Supporter’ roster
The organising committee for the 2024 Summer Olympic and Paralympic Games has signed up Italian fitness, sport and health equipment and technology company Technogym as the 21st 'Official Supporter' of…
ArcelorMittal becomes Official Partner of Paris 2024
Multinational steel company ArcelorMittal has become an Official Partner of the Paris 2024 Olympic and Paralympic Games
High-end watchmaker Purnell buys into PSG’s ‘lifestyle’ positioning
PSG's three-year official timing deal with Purnell marks another step in the club's progress as a lifestyle brand.
Sportfive to continue serving EDF’s domestic sponsorship activity
French energy company EDF has retained the Sportfive agency to support the firm in its sports sponsorship strategy
Tour de France refreshes sponsor roster with Orangina deal
Soft drinks brand Orangina has agreed a sponsorship deal with cycling showpieces the Tour de France and Tour de France Femmes
Swiss watch brand Purnell strikes three-year PSG deal
French Ligue 1 club Paris Saint-Germain and Swiss watchmaker Purnell have signed a three-year sponsorship making Purnell the club’s official timekeeper.
Vueling commits to three-year French Rugby Federation sponsorship
Vueling Airlines has become an official supplier of France Rugby and its men’s, women’s and sevens national teams.
A1 signs two-event sponsorship deal for Alpine World Ski Championships
Austrian telecommunications company A1 has agreed a deal to sponsor this year’s Alpine World Ski Championships in Courchevel/Méribel, France, along with the 2025 event taking place in Saalbach in its ho…