Brands back French women’s football despite club strain | OneFootball

Brands remain keen on women’s football despite several French clubs weighing the future of their women’s sections. According to L'Équipe, the sport’s appeal and values still draw sponsors.

Bordeaux, Dijon, Nice and Reims have all flagged financial strain that threatened professional status in recent months. Yet companies describe momentum rather than retreat.

Deloitte teamed up with PSG women in 2021 to promote women’s place in sport, work and society, said partner Sonia Cabanis. She added that in 2024 the firm became the first big four in France to put its logo on a professional team’s shirts.

Arkema pivoted from sailing to women’s football as France prepared to host the 2019 World Cup, noted brand lead Vincent Cottereau. After backing France women, it took title rights to the top tier for 1.2 million euros a season and now targets the amateur game.

Intermarché, a partner of France’s men and women since 2018, has run major campaigns with Didier Deschamps’ players and, last year, with Sakina Karchaoui’s team-mates around the Euros in Switzerland. Its Petit Poucet programme spans both men and women in the Coupe de France, while Sensationnelles awards 30,000 euros to a non-professional club.

Brands cite internal pride, stronger social visibility and a younger, more dynamic image, with client interest rising, Cabanis said. Arkema’s recruiters also report more engagement from female graduates in a traditionally male sector.

Intermarché’s Sébastien Borg said any image boost is hard to measure, and that backing women’s football simply aligns with values of teamwork and equality.

Source: L'Équipe