French automotive giant Renault has launched a new brand campaign for Roland-Garros 2026, placing the tournament’s iconic court sweepers at the centre of its latest activation.
Created with Publicis Conseil, the campaign introduces a new brand film titled The Line while supporting the upcoming launch of the Renault 4 Roland-Garros E-Tech Electric, scheduled for commercial release in autumn 2026.
Renault Highlights Roland-Garros Court Tradition
The film focuses on the often-overlooked role of the clay court sweepers responsible for maintaining and redrawing the lines during matches at Roland-Garros.
By centring the campaign around one of the tournament’s most recognisable operational traditions, Renault continues its strategy of connecting its brand identity with the culture and heritage of the Paris Grand Slam.
The activation forms part of Renault’s wider partnership programme with Roland-Garros, where the automaker serves as an official automotive partner of the tournament.
Tennis Stars Lead Renault’s European Campaign
The campaign is being promoted across Europe with support from a new group of tennis ambassadors, including:
- Loïs Boisson
- Arthur Fils
- Flavio Cobolli
Alongside the film, Renault also launched two separate visual campaign series as part of a broader 360-degree marketing strategy.
One of the visual concepts features a 20-panel artistic composition created by French artist Sébastien Plassard.
Renault Continues Expanding Lifestyle Positioning Through Tennis
The campaign also supports the branding of the Renault 4 Roland-Garros E-Tech Electric, a special edition model linking the automaker’s electric mobility strategy with one of the world’s most prestigious tennis tournaments.
For Renault, the activation reflects a growing trend among global sponsors using sports partnerships not only for visibility, but also for storytelling, emotional branding and cultural positioning around major international events.