The Betclic Group has increased its brand awareness in the betting and gaming business in its own nation by becoming an official partner of the French Football Federation (FFF).
According to French source L’Équipe, the five-year deal is valued between €5 million and €8 million per year and would see the Bordeaux-based company serve as an official partner of the country’s football governing body until the 2026 World Cup.
Betclic will sponsor all French national teams and become an official partner of both the Coupe de France and the country’s amateur football scene as a partner of the French football regulating body.
From 2020/21 to 2022/23, Betclic had previously secured the sponsorship rights to the Ligue de Football Professionnel (LFP), becoming an official partner of the top-flight Ligue 1 and second-tier Ligue 2.
The business will take over as the FFF’s principal partner from PMU, the horse racing-focused betting provider, which operated in that capacity from the 2009/10 season through the 2020/21 season.
Founder and CEO of Betclic, Nicolas Béraud, said: “For more than fifteen years, Betclic has been a major player in French football, so we are very proud to become a partner of the teams of France, the Coupe de France and amateur football.
“We support its development notably through our partnerships with numerous clubs and the Professional Football League. Betclic will therefore be closer to French fans for the next international, national and local events in order to experience football like nowhere else and to exalt their passion for sport. This collaboration confirms Betclic’s commitment and support to the development of French sport.”
National Rugby League
Outside of football, Betclic has strengthened its marketing approach in the French betting sector by signing a three-year deal with the National Rugby League (LNR), becoming the first division Top 14 rugby union tournament’s principal sports betting partner.
Noël Le Graët, President of the FFF said: “We are delighted that Betclic is joining the circle of our partners. This new collaboration with a dynamic French company, a historical leader in its market, makes all the more sense since Betclic is invested and renowned in football.
“In this difficult period, this new partnership marks the attractiveness of the FFF and its activities with its French teams, the Coupe de France, the flagship competition of French football which brings together more than 7,000 professional and amateur clubs at each edition, and its two million practicing licensees, educators, referees and managers who share this common passion for football throughout France.”