Starbucks is entering the sports sponsorship market in France, partnering with Toulouse FC for the 2026/27 season in what marks the coffee brand’s first-ever sponsorship of a football club shirt.
Under the agreement, Starbucks will become an official partner of Toulouse FC, with its logo appearing on the sleeves of the club’s men’s professional team and youth academy sides.
The partnership will extend beyond shirt branding, with Starbucks also set to activate the deal through events at Toulouse FC’s stadium and a range of digital initiatives designed to engage the club’s fanbase.
The agreement was negotiated by Sportfive and represents a new step in Starbucks’ marketing strategy as the brand expands its presence in the sports ecosystem.
The partnership will begin with the 2026/27 season, giving Starbucks a new platform to connect with football audiences in France while establishing its brand within the country’s sports sponsorship market.