Paris, France – In a significant move for both the brand and the club, DHL, a global leader in logistics and delivery services, has secured a multi-year sponsorship deal with Stade Français Paris, one of France’s most storied rugby union teams. The partnership, announced today, will witness DHL branding prominently displayed on the front of the Parisian club’s jerseys through 2029, marking the company’s first major sports sponsorship within France.
The agreement extends beyond kit sponsorship, encompassing branding across Stade Français’ digital platforms and at their 20,000-capacity Stade Jean-Bouin home ground. DHL’s Express France service will also provide logistical support to the team, handling the transportation of equipment and gear for both domestic and international commitments. This collaboration was facilitated by the sports marketing agency, Sportfive.
While this represents DHL’s initial foray into French sports sponsorship, the company boasts a substantial portfolio of rugby partnerships globally. They currently serve as the title sponsor of the DHL Stormers franchise in South Africa, a team competing in both the United Rugby Championship (URC) and the European Rugby Champions Cup. Further demonstrating their commitment to the sport, DHL also sponsors English club Harlequins and Irish side Munster Rugby. The company has a long-standing relationship with rugby, having served as the official logistics partner of the 2019 Rugby World Cup in Japan and maintaining a partnership with the British and Irish Lions since 2005.
DHL recently extended its commitment to European club rugby in December, agreeing to a two-year extension as the official logistics partner of both the Champions Cup and Challenge Cup through the 2026-27 season. This continued investment underscores the strategic importance of rugby to DHL’s global marketing strategy.
Stade Français Paris, 14-time champions of France’s Top 14 league – most recently claiming the title in 2015 – also secured the European Rugby Challenge Cup title in 2017. The club experienced a challenging 2024-25 season, finishing 12th in the 14-team Top 14, narrowly avoiding a relegation playoff. However, they have shown marked improvement this season, currently holding a 5th-place position after 16 games, according to the Ligue Nationale de Rugby (LNR) standings.
Strategic Value of the Parisian Market
The partnership with Stade Français provides DHL with access to the significant Parisian sports market, one of the largest in France. Despite rugby not being the dominant sport in Paris, the city’s broad reach and commercial opportunities produce it a valuable location for brand visibility. The club’s location as one of only two professional rugby teams based in the capital further enhances its appeal to potential sponsors.
DHL’s arrival as the primary shirt sponsor marks the end of a long-standing relationship between Stade Français and Capri Sun, the fruit drink brand owned by Hans-Peter Wild, the club’s owner. Capri Sun had held the prominent branding position since Wild’s takeover in 2017.
Looking Ahead
This sponsorship signifies a growing investment in French rugby by major international brands. The partnership between DHL and Stade Français is poised to benefit both parties, providing DHL with increased brand exposure and Stade Français with crucial financial support as they continue to compete at the highest level of French and European rugby. The upcoming match against Toulouse on February 15, 2026, will be the first opportunity to see the new DHL-branded jerseys in action, as highlighted on the official Stade Français website.
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