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SBD Global/November 12, 2012/Marketing and Sponsorship

France Rugby Boss Says Federation Has No Plans To Add Jersey Sponsor

The French rugby team's jersey will remain without a sponsor, according to Olivia Derreumaux of LE FIGARO. With the recent six-year sponsorship deal signed between the All Blacks and AIG, France is now the last rugby nation without a shirt sponsor, apart from its kit deal with adidas. But French Rugby Federation (FFR) President Pierre Camou does not see this changing any time soon. Camou said, "The shirt is the identity. It would really be the ultimate, ultimate recourse to sell the family's jewelry." Although, France rugby has become "a genuine brand." Marketing agency Havas Sports & Entertainement CEO Lucien Boyer said the brand was "undoubtedly increasing in value, especially since the 2011 World Cup." The decision is "is even more surprising" when you consider that the FFR is scheduled to show a deficit of €5.7M ($7.2M) for the '12-13 campaign. For comparision's sake, telecom company O2 pays €8M ($10.2M) a year for the rights to appear on England jersey, "plenty enough to cover the losses of this season" (LE FIGARO, 11/10).
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