In an era where many sponsorships are short-lived or surface-level, Renault and Roland Garros are proving that longevity and alignment still deliver elite value.
The French automotive powerhouse has struck an early renewal of its partnership with the iconic French Open, extending their collaboration through 2031—five years beyond the original 2026 expiry. Renault will continue as a second-tier Premium Partner of the Grand Slam, alongside Emirates, Lacoste, and Rolex.
What the Partnership Covers
- Electric Vehicle Fleet: Renault supplies a full fleet of EVs for tournament operations, reinforcing both its sustainability goals and its image transformation.
- Brand Visibility: The Renault logo continues to be prominently featured on the nets of the five main courts—an innovative placement delivering global TV visibility across 220+ countries.
- Fan & Youth Activations:
- Roland Garros eSeries – the world’s largest international virtual tennis competition.
- Roland Garros Junior Series – targeting emerging tennis markets in Asia and South America.
According to Renault Global Marketing Director Arnaud Belloni, this renewed partnership is part of a refined sponsorship strategy focused on “fewer but stronger, longer-lasting, and more impactful global collaborations.” This aligns with Renault’s selective global sponsorship portfolio, which now includes just Roland Garros and the French Rugby Federation, with past engagements such as AS Monaco now discontinued.
For brands:
- This is how to do less, but better. Renault’s refined sponsorship portfolio doesn’t dilute its resources. Instead, it focuses efforts on deep brand integration, storytelling, and relevance.
- Nets, not hoardings. The net logo placement shows creativity in media strategy—embracing new touchpoints with guaranteed screen time rather than relying on traditional sideline branding.
For tournaments:
- Go beyond logo space. Offer your partners not just visibility but activation platforms across gaming, youth, and global markets.
- Lock-in your future. Early extensions build trust and planning stability—and can offer a powerful narrative boost to potential broadcasters and new sponsors.
Want to create long-term, high-impact partnerships like Renault x Roland Garros?
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IMAGE: Renault UK
