The spotlight at Roland-Garros 2 is not just on the red clay courts, but also on the world’s most valuable sporting real estate — centre court sponsorship. With tens of millions tuning in globally and marquee players like Novak Djokovic, Carlos Alcaraz, and Aryna Sabalenka showcasing their talents, the French Open offers brands unparalleled visibility and prestige.
The Cost of Visibility and Prestige
According to the Sport Event Analysis: French Open 2024 report, an average annual sponsorship at the French Open costs a staggering $4.8 million. For prime placements such as logos on centre court, branded backdrops, or premium digital integrations, these fees rise substantially. Leading partners like BNP Paribas, Emirates Airline, Engie, and Orange reportedly invest over $7 million annually each to secure top-tier visibility. These partnerships extend far beyond simple branding—they are long-term relationships that underscore the brands’ commitment to tennis and the values the sport embodies.
For instance, BNP Paribas has been a major partner since 1973, supporting initiatives like ball kid selections and infrastructure enhancements. Renault’s recent five-year $30 million partnership emphasizes sustainability and innovation through electric vehicle transport, demonstrating how brands can leverage the tournament’s global stage to advance their strategic narratives.
Sponsorship Structure and Reach
Roland-Garros 2025 featured 22 official commercial partners, including iconic names like Lacoste, Rolex, Infosys, Perrier, and Wilson. Sponsorship tiers varied, providing options from digital-only exposure to exclusive hospitality and on-court branding. The global media rights for the French Open are extensive, covering Europe through France Télévisions and Eurosport, Latin America via ESPN, Asia, Africa, and the Middle East through BeIN Sports, and the United States on NBC. In Australia, the Nine Network offered comprehensive coverage, blending free-to-air broadcasts with streaming on Stan Sport, reaching millions with expert commentary and high-definition viewing.
While the French Open’s top sponsorship fees may be slightly below Wimbledon or the Australian Open, its long-standing history, loyal fanbase, and premium audience give it unique brand value that transcends price tags.
Long-Term Brand Integration: A Mutual Win
Sponsorship at Roland-Garros goes beyond logos and signage. Brands like Lacoste have deep-rooted partnerships extending to outfitting officials and ball kids and creating eco-friendly co-branded product lines that highlight both tennis tradition and sustainable innovation. Such integration creates immersive brand experiences that resonate authentically with fans and align perfectly with the tournament’s heritage and sophistication.
As the French Open illustrates, centre court sponsorship offers more than just visibility—it’s an opportunity to embed your brand in a global cultural moment. However, navigating sponsorship deals, activating campaigns, and leveraging multi-platform exposure requires strategic insight and tailored execution.
At 365247 Consultancy, we specialize in helping brands:
- Identify the most impactful sponsorship tiers and activations aligned with their marketing goals.
- Craft integrated campaigns that resonate with tennis audiences worldwide.
- Leverage digital innovations and fan engagement tools to maximize ROI.
- Build lasting relationships with event organizers to ensure sustained brand presence.
Whether you’re considering entering the sports sponsorship arena or looking to amplify your current investments, our consultancy delivers bespoke strategies that turn sponsorships into business growth engines.
Ready to Elevate Your Brand on the Global Stage?
Book your introductory call here. Let’s craft a winning partnership that delivers unmatched visibility and deep fan engagement.
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