INTERNATIONAL DEVELOPMENT OF THE BIGGEST FRENCH BRANDS: MAXIMISING MEDIA RIGHTS AND SPONSORSHIP FOR THE LEADERS OF THE FRENCH SPORTS ECONOMY

Our analysis of the commercial growth of French sport over the next few years shows that it will be driven largely by market-leading French sports organizations such as Ligue 1 Uber Eats, the TOP 14, Roland Garros (FFT), the Tour de France (A.S.O.) or even the soccer federation with stars that make the national teams shine internationally.

These 5 French sports organizations represent €3.1 billion or 78% of the total value of the French professional sports economy in 2022 and will grow to €6.1 billion or 78% of the total value of the French professional sports economy in 2032.

The French market leaders represent a still growing potential that is currently under-exploited from an international marketing point of view.

Two Circles predicts that the biggest driver and growth potential for the French market leaders will come from their ability to expand internationally and generate more revenues from abroad. These new revenues will come from the sale of international broadcasting rights, as well as from the increase in sales of sponsorship contracts and the marketing of digital rights linked to the increase of their visibility abroad.

ROLAND GARROS: THE GLOBAL FANBASE AND KEY MARKETS FOR GRAND SLAM TOURNAMENTS

REVENUES OF TOP 5 VS. OTHER ORGANIZATIONS

Roland Garros is a shining example of success in France. However, the tournament is behind the other three Grand Slam tournaments in terms of overall fan base. If Roland Garros manages to expand its fan base internationally, particularly in the leading clay court countries across Southern Europe and South America, additional commercial opportunities will emerge for the tournament, from global media rights to sponsorship.

The top 5 French sports organizations in terms of revenue (Ligue 1 Uber Eats, the French Football Federation, the TOP 14, the French Tennis Federation (Roland Garros), Amaury Sport Organization (Tour de France) represent €3.1 billion in overall revenue i.e. 78% of the total value of the French professional sports economy in 2022. These revenues will increase to reach €6.1 billion in 2032, i.e. 78% of the total value of the French professional sport economy.

TOP 14 : DOMESTIC MEDIA REVENUES OF TOP INTERNATIONAL RUGBY UNION LEAGUES

The TOP 14 is in a good financial situation with its agreement of €114m per year with Canal+ over the period 2023 to 2027. But as the leading rugby union club competition in the world - with many of the sport’s global stars within its ranks - the TOP 14 does not yet stand out in terms of international coverage, indicating opportunity to build on its status even further.

LFP : INTERNATIONAL MEDIA RIGHTS OF THE TOP 5 FOOTBALL LEAGUES

Currently valued at approximately €80 million, the revenues generated from international media rights sales by the Ligue 1 Uber Eats could reach €500 million annually from the 2030-2031 season if LFP Media’s growth forecasts materialize following the arrival of CVC into the league’s capital. This represents a significant growth opportunity for the French sports industry.

IN THIS SECTION:

• The five leading French rights holders represent 78% of the total revenue of the French professional sports industry

• International development will be a key aspect of their business growth in the coming years

• Focus: Roland Garros, TOP 14, Ligue 1 Uber Eats

• Case Study LFP: International Development Perspective

• Testimonials: Vincent-Baptiste Closon (Global Head of Partnerships, Events and Sponsorship, BNP Paribas); David Labrune (Director International Media Rights, Ligue de Football Professionnel)