Qatar 2022: France's partners focus their activations on societal issues

The first match of the French football team against Australia (4-1 victory, group D, on 22/11/2022) was an opportunity for the sponsors of the French Football Federation to activate their partnerships at the start of the 2022 World Cup in Qatar.

Of the 14 partners of the FFF, no brand has made reference to the Emirate of Qatar in their official communications.

The brands are focusing their partnerships on other themes.
• Volkswagen France (car manufacturer) features the French players in a series of videos on the theme of the "pull des Bleus" (Blue pullover), in reference to the traditional Christmas jumper.
• Xbox France (video games) is focusing its communications around the French team on "the common values of inclusion and diversity" through the tagline "Together we believe that when everyone plays, we all win."
• EDF (energy) is using the French national team's image to link it to the 2022 Téléthon (a charity event organised since 1987 by the French Muscular Dystrophy Association (AFM) to fund research projects on genetic neuromuscular diseases) rather than to the competition in…