Betclic Group has moved to enhance its brand exposure in its home country’s betting and gaming market, becoming an official partner of the French Football Federation (FFF).

The five-year agreement – which is reportedly worth between €5 million and €8 million per year according to French outlet L’Équipe – will see the Bordeaux-based operator serve as an official partner of the country’s football governing body until the 2026 World Cup.

As a partner of the French football governing body, Betclic will sponsor all French national teams and will also become an official partner of both the Coupe de France and the country’s amaetur football scene.

Betclic had previously acquired the sponsorship rights to the Ligue de Football Professionnel (LFP) in July 2020, becoming an official partner of the top-flight Ligue 1 and second division Ligue 2 from 2020/21 to 2022/23.

The company will replace PMU, the horse racing orientated betting operator, as the major partner of the FFF, having served in the role from the 2009/10 season to the 2020/21 campaign.

Nicolas Béraud, Founder and CEO of Betclic, remarked: “For more than fifteen years, Betclic has been a major player in French football, so we are very proud to become a partner of the teams of France, the Coupe de France and amateur football. 

“We support its development notably through our partnerships with numerous clubs and the Professional Football League. Betclic will therefore be closer to French fans for the next international, national and local events in order to experience football like nowhere else and to exalt their passion for sport. This collaboration confirms Betclic’s commitment and support to the development of French sport.”

Outside of football, Betclic has further moved to strengthen its marketing strategy in the French betting market via an arrangement with the National Rugby League (LNR), becoming the three-year principal sports betting partner of the first division Top 14 rugby union tournament.

“We are delighted that Betclic is joining the circle of our partners,” said Noël Le Graët, President of the FFF. “This new collaboration with a dynamic French company, a historical leader in its market, makes all the more sense since Betclic is invested and renowned in football. 

“In this difficult period, this new partnership marks the attractiveness of the FFF and its activities with its French teams, the Coupe de France, the flagship competition of French football which brings together more than 7,000 professional and amateur clubs at each edition, and its two million practicing licensees, educators, referees and managers who share this common passion for football throughout France.”