Global logistics giant DHL has made its debut in the French sports sponsorship market, securing a landmark multi-year agreement as the primary partner for top-flight rugby union club Stade Français Paris.
The deal, which runs through 2029, will see DHL featured as the front-of-shirt sponsor for the 14-time French champions. The branding will appear on both home and away kits across domestic and European competitions. Beyond the jersey, DHL will gain significant visibility at the 20,000-capacity Stade Jean-Bouin and across the club’s digital and social media platforms.
As part of the operational side of the deal, DHL Express France will manage the logistics and transport of sports equipment and training gear for the team. The partnership was brokered by the sports marketing agency Sportfive.
While this marks DHL’s first specific sports deal in France, the brand is a powerhouse in global rugby, with existing partnerships involving the Stormers in South Africa, Harlequins in England, and the British & Irish Lions.
DHL replaces Capri Sun as the main sponsor, a brand owned by Stade Français’ owner Hans-Peter Wild, which had occupied the front-of-shirt spot since 2017.