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FFF hopes to capitalise on World Cup win with regional sponsorship deals and product licensing

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.

French president Emmanuel Macron and his wife Brigitte pose with the French national football team after their 2018 World Cup win at the Elysee Presidential Palace. (Photo by Christophe Morin/IP3/Getty Images)

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