France
Mengniu adds PSG to football sponsorship portfolio
French Ligue 1 club Paris Saint-Germain has signed a sponsorship deal with Chinese dairy brand Mengniu Group.
The deal names Mengniu as an official regional partner of PSG in China
FFT signs new sponsorship with Vista
The French Tennis Federation (FFT) has announced a three-year sponsorship with design and marketing company Vista
The 9th Lane – Lacoste and French National Olympic & Paralympic Committees
Lacoste, which was founded in 1933 by tennis player René Lacoste and is known globally for its famous green crocodile logo, leveraged its status as the supplier of out-of-competition and formal wear to …
Ideal Pneu takes shirt sponsor status at Olympique Lyonnais Féminin
Ideal Pneu, a chain of retail outlets specialising in vehicle tyres, has extended and upgraded its sponsorship deal with French Division 1 Féminine football club Olympique Lyonnais.
Logistics company CMA CGM replaces Cazoo as Marseille main sponsor
Logistics company CMA CGM will replace online car retailer Cazoo as the main sponsor of Ligue 1 club Olympique de Marseille (OM) for the next two seasons, starting in July 2023
Danone signs on as official partner of Paris 2024
French food products manufacturer Danone has signed a sponsorship deal with the organising committee of the 2024 Olympic and Paralympic Games in Paris
Liv sponsorship extension a ‘natural fit’ for Tour de France Femmes
Female-focused cycling brand Liv has extended its sponsorship of the Tour de France Femmes following its maiden edition earlier this year
UniqFEED virtual advertising solution enables Pepperstone sponsorship of Paris Masters
ATP Media has approved software-based virtual advertising company UniqFEED to provide its virtual advertising services at the Rolex Paris Masters tennis tournament
ASO renews E.Leclerc’s top-tier Tour de France sponsorship
Amaury Sport Organisation (ASO), organiser of the Tour de France and other road cycling events, has signed an extension to its sponsorship contract with supermarket retailer E.Leclerc
Safe Training Jersey – GMF and FFR
A design-led, safety-focused activation from Fédération Française de Rugby (FFR) partner GMF Paris in 2021 saw the insurance company create a campaign which demonstrated its mantra that if ‘insurance mean…
France players submit revised image rights proposal to FFF
The French Football Federation (FFF) has received a modified proposal from its national team players for the handling of player image rights after the World Cup in Qatar
Lyon renews long-term association with Sportfive
French Ligue 1 club Olympique Lyonnais has renewed its agreement with the Sportfive agency
Hertz signs sponsorship with Rolex Paris Masters
Car rental company Hertz has announced a new long-term sponsorship agreement with the Rolex Paris Masters tennis tournament
LFP signs Oris as new timing sponsor in three-year deal
France's Professional Football League (LFP) has announced a new sponsorship with Swiss watchmaker Oris
Player power puts sponsors in a spin as Mbappé takes a stand
Elite players increasingly refusing to engage with brands they don’t approve of
Sponsor contracts with leagues and federations do not guarantee access to named individuals
Sportfive expands Bulls deal with sponsorship, digital growth remit in France
The Sportfive agency has expanded its relationship with the Chicago Bulls as the NBA team seeks to grow its fan base in France ahead of its game in Paris next year
KFC France distances itself from criticism of FFF player image rights decision
KFC France has distanced itself from comments made by one of its leading executives on the dispute between the French Football Federation (FFF) and star player Kylian Mbappé over player image rights.
FFF to revise players’ image rights agreement after Mbappé dispute
The French Football Federation has acted quickly to avert the escalation of an image rights dispute with its star attacker Kylian Mbappé.