North American World Cup offers opportunity, but French sponsors focus on home market | OneFootball

The 11 June to 19 July World Cup looks a gateway for French firms eyeing the United States, yet the French federation’s sponsors are set to keep their focus at home.

The United States generated 40% of global sports revenue in 2023, 1,060bn dollars of 2,650bn, 902bn euros of 2,255bn. According to L'Équipe, Business France will stage a Sports Business Summit in New York on 15-16 June, alongside France v Senegal on 16 June at 21:00.

Sports minister Marina Ferrari and FFF president Philippe Diallo are due to attend. A panel will feature the NFL, the New Orleans Saints and Scoreplay, while six French firms will be showcased and a US-market Business Playbook unveiled.

Business France will also convene its Club Sport and host a watch party for France’s opener at FIFA’s fan zone in Flushing Meadows. A dozen French firms are among roughly 50 guests, and the format will be repeated in Boston on 26 June with France-Norway at the Consul General’s residence.

The FFF has dropped plans for a commercial delegation. Aside from Nike, sponsors such as EDF, Orange and PMU have no North American interests, so partners will travel chiefly to attend matches.

Volkswagen France will dress dealerships and back a new electric model with creators. Intermarché targets favourite own-brand status, has refreshed 50 packs and expects a summer World Cup lift for aperitifs, pizzas and drinks. Crédit Agricole will run an advert and BeReal activation, and launch an FFF card for 10-17s.

Source: L'Équipe