Adidas Extends Sponsorship with French Rugby Through 2036, Targeting Global Growth

Adidas has officially extended its sponsorship contract with the French national rugby team until 2036, securing a long-term partnership that spans the next three Rugby World Cups, beginning with the 2027 tournament. This eight-year extension, building on the initial deal started in 2024, reflects Adidas’s strategic commitment to elevate French rugby on the global stage.

Florian Grill, president of the Fédération française de rugby, hailed the deal as a valuable collaboration enhancing performance, creativity, international outreach, and a mission-driven approach. He emphasized the enormous growth potential for French rugby, citing France's large population of 70 million compared to the global fanbases of teams like the All Blacks.

Marine Dussere, Adidas’s sports marketing director in France, highlighted the pivotal role of rugby sevens, especially after Antoine Dupont's Olympic gold medal in 2024, which is expected to bolster the sport's global appeal. Adidas's objective is to combine high-performance athletic gear with cultural and lifestyle elements, positioning rugby not only as a sport but as a growing lifestyle brand internationally.

Grill expressed his ambition for the "French rugby brand" to achieve worldwide recognition similar to that of iconic teams, underscoring the partnership's focus on blending tradition with innovation to amplify rugby's heritage and lifestyle influence worldwide.