FFR: Altrad extends as main jersey sponsor (2024-2028) & increases the value of its contract (press)

The French group Altrad, a distributor of equipment for construction and industry, has extended its partnership with the Fédération Française de Rugby (French Rugby Federation) as the main shirt sponsor of the French national rugby team for the period from 01/01/2024 to 31/12/2028, according to information published in the French bi-weekly newspaper Midi Olympique on 27/08/2023.

The FFR, which launched a call for tenders at the start of 2023 for the marketing of chest sponsorship spaces and, for the first time, spaces on the shorts and back of the jersey, named the successful sponsors at the management committee meeting held on Saturday 26/08/2023. The group, founded and chaired by Mohed Altrad, chairman of Montpellier Hérault Rugby (Top 14), is said to have beaten "several French multinationals" to the deal by re-evaluating its initial allocation - around €8m per season over the 2018-2023 cycle.

"Even though the partners are coming forward with some nice proposals, it's not as much as was budgeted. But we know that selling at the asking price is quite rare. But the budget was based…