French soccer’s FFF governing body has renewed its partnership with the Uber Eats food delivery service through 2028.
The extension of the deal, which was set to expire after the upcoming 2025 UEFA Women’s European Championships, will now cover the 2026 FIFA Men’s World Cup, the 2027 FIFA Women’s World Cup, and the 2028 UEFA Men’s European Championship.
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As a major partner of the body, Uber Eats will continue to have prominent branding presence associated with France’s national teams on social media, including co-branded content and activations.
Bastien Pahus,Uber Eats country manager for France, Switzerland, and Belgium, said: “For several years, Uber Eats has been deeply rooted in the daily lives of the French people, offering them ever more innovative and accessible experiences.
“Football is a passion shared by millions of people and we are delighted to renew our commitment alongside the French Football Federation until 2028. Through this partnership, we wish to continue to celebrate each fan, by strengthening our bond with supporters, clubs and the entire French football ecosystem.”
The initial partnership was worth a reported €5 million ($5.34 million) per year for the FFF, and the new deal, which covers a similar number of high-profile competitions, could command similar if not more.
As with the original deal, agreed in 2022, this renewal was completed with the aid of Fuse France, an arm of the international sports and entertainment marketing agency owned by advertising giant Omnicom Media, which counts Uber Eats as a client aiding its soccer strategy.
French soccer has been a particular focus for Uber Eats in Europe, with the brand having previously title sponsored the domestic top-flight Ligue 1, as well as major sides such as Olympique de Marseille.
Although that Ligue 1 title sponsorship deal ended prior to the current 2024-25 campaign, the country clearly remains a target market for the brand, a branch of the Uber ride-sharing service.
