Starbucks has signed its first football shirt sponsorship deal, putting the American chain's logo on the sleeve of Toulouse FC's men's first-team and youth shirts for the 2026-27 season. The agreement also covers matchday activations, digital content and fan experiences.
Toulouse FC president Olivier Cloarec described Starbucks as an iconic, globally recognised brand. The value of the deal was not disclosed. Toulouse is France's fourth-largest city, giving the chain meaningful visibility in a significant regional market.
The timing is notable. Starbucks' French master franchisee, the Alsea group, has been working to reverse falling sales and a run of store closures, in a market where US brands have faced consumer boycotts. Sport is emerging as one route back to local audiences.
Source: World Coffee Portal