The French sports sponsorship market remained robust in 2025, reaching €1.78 billion across 4,000 agreements, according to a new study by Nielsen Sports and Sporsora. Football dominates the market, accounting for 40% of total investment, while motorsports, rugby, and cycling follow.
Presented at Roland-Garros in Paris on March 17, the study ranks sports sponsorship as the third-largest advertising channel in France, behind digital (€12.4 billion) and television (€3.2 billion), but ahead of print (€1.6 billion). Despite the post-Paris 2024 effect, the market shows strong stability and public acceptance, with 62% of French consumers welcoming brand presence on sports jerseys—higher than TV ads (56%) or urban billboards (30%).
The market is highly concentrated: just 8% of contracts represent 80% of total value, while most agreements are below €1 million. Clubs and teams control 65% of the market, with federations at 13% and competitions at 7%.
Top five sports by sponsorship investment:
- Football – 40%
- Motorsports – 17%
- Rugby – 9.9%
- Cycling – 9.6%
- Tennis – 6%
French companies lead sponsorship, accounting for 47% of investment across 1,500 firms. The most active sectors are automotive (10%), financial services (8%), airlines (5.3%), and energy (4.7%). Leading global brands, such as Qatar Airways, Nike, and ENI, invest over €10 million annually.
“Contrary to fears, the market did not collapse after Paris 2024,†said Julien Istace, Head of Client Strategy at Nielsen France. “The Olympic cycle appears to have served as a springboard for advertisers, opening more mature opportunities, raising entry thresholds, and boosting formats like GP Explorer and athlete content creation. Growth in women’s sports media coverage further signals long-term potential.â€
The study underscores France’s continued investment in professional sports, highlighting both economic strength and evolving sponsorship strategies for the years ahead.