French Football Federation seals Intermarché deal

The French Football Federation has continued its recent sponsorship drive by partnering with supermarket chain Intermarché.

The five-year deal is effective from August 1 and runs until 2023.

Intermarché becomes a partner of the French national teams and the Coupe de France club tournament, with the company to also support amateur football.

The deal comes after rival supermarket chain Carrefour announced earlier this week that it would end its sponsorship of major sports properties, including the FFF, from next year. Carrefour’s partnership with the FFF will come to an end after the Fifa World Cup in Russia, while its sponsorship of the Tour de France will cease after the 2018 edition of the cycling event.

Financial terms of the FFF’s agreement with Intermarché were not disclosed but the Europe1 website noted that the minimum price for such partnerships stands at €1.5m ($1.8m) per year.

In recent weeks, the FFF has extended partnerships with Belin, Coca-Cola, Crédit Agricole, Brioche Pasquier and EDF as the men’s national team prepares for the World Cup in Russia, which runs from June 14 to July 15.