Published on April 16th, 2026
Location: France
The French Athletics Federation and SPORTFIVE Unveil New Commercial Offering for Brands
Paris, April 16 2026 – Since forming their partnership in November 2025, the French Athletics Federation and SPORTFIVE, the international sports marketing agency, have been working closely to modernise the Federation’s marketing programme. Today, they announce the launch of a fully reimagined commercial offering for brands, built around three distinct universes and designed to better reflect the expectations and needs of today’s brand partners.
With 340,000 licensed athletes, millions of participants, and a presence across the entire country, the French Athletics Federation (FFA) is one of the most powerful sports federations in France. A discipline with many facets, athletics reaches all generations and profiles.
This richness is what SPORTFIVE and the FFA sought to reflect through a modernized commercial offering, structured around three distinct universes:
Excellence & Performance: driven by results, inspired by the elite
Participation & Well-being: bringing people together through movement
Youth & Lifestyle: the new athletic culture
Three entry points with strong identities, built on a comprehensive platform of rights: visibility, athlete access, digital assets, experiences, and activation; offering to brands the opportunity to associate with athletics in a way that is consistent with their values and objectives.
Partnering with the FFA means joining a borderless universe, a foundational discipline of modern sport that embodies excellence, accessibility, and diversity. For brands, it represents the opportunity to become part of a powerful, consistent, and multi-generational sporting narrative.
Speaking on the announcement, Jérôme Villon, Managing Director of the French Athletics Federation said, “With this new commercial offering redesigned in partnership with SPORTFIVE, we are taking a decisive step forward in the way we aim to work with brands. Athletics is a unique platform for expression, both universal and deeply rooted in local communities, able to generate engagement on a large scale. Our ambition is to build value-creating partnerships that combine performance, emotion, and utility, while addressing companies’ evolving challenges in terms of impact, brand image, and connection with their audiences.”
Xavier Oddone, Managing Director of SPORTFIVE added, “Athletics is the original sport, the one that speaks to everyone, transcending generations, regions, and lifestyles. Our ambition is to reveal its full power to brands, notably by offering activation opportunities that live up to what this sport represents for millions of people in France.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Manon Le Clair
Communication Officer
manon.leclair@sportfive.com +33644365373
