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FDJ extends support for French sport with Paris 2024 deal

(Image credit: Paris 2024)

French lottery FDJ has signed as a domestic sponsor of the 2024 Olympic and Paralympic Games in Paris.

FDJ was the first company to actively support the Paris bid and launched a temporary instant game for the occasion.

The second-biggest lottery in Europe has also supported French athletes and French sport for more than 30 years.

As part of the sponsorship activation, the company is launching ‘FDJ Sport Factory’ to help top athletes achieve their goals. This will bring together 27 athletes who are looking to take home medals from the Olympic and Paralympic Games in 2020, 2022 and 2024.

Stéphane Pallez, chairwoman and chief executive of FDJ, said: “By joining the Paris 2024 Organising Committee for the Olympic and Paralympic Games, we have renewed our commitment to sport and French athletes. Collaborating with the biggest sports event in the world is a real opportunity for FDJ and our 25 million customers, as well as our retailer network and employees.”

FDJ has 30,000 points of sale all over France, giving the brand and the local organisers extensive co-promotional opportunities.

FDJ, for example, previously launched instant games to mark major sports events, such as the France-hosted Fifa World Cup in 1998 and Euro 2016, as well as to support the national teams at the Olympic Games in Sydney 2000, Athens 2004, Beijing 2008 and London 2012.

The group will extend this tradition by holding a new licensed lottery programme from 2020 to 2024, consisting of draw games or instant games that will be expanded as the event develops.

The lottery brand’s history of sports sponsorship aligns with its public revenue-generating role and as the main sports betting operator in France.

It contributes to the €350m annual budget of the National Sports Agency, the agency set up this year to deliver better sporting performances at the Olympics, and was a partner of the French National Olympic and Sports Committee from 2000 to 2018 and the equivalent Paralympic body, from 2015 to 2018.

FDJ also plays a role in elite international cycling through its men’s and women’s teams. The company has sponsored the FDJ cycling team – renamed Groupama-FDJ in 2018 – since 1997, and the FDJ-Nouvelle Aquitaine-Futuroscope women’s team since 2016.

In addition, FDJ is a partner of four Ligue 1 football clubs – Olympique de Marseille, Olympique Lyonnais, FC Nantes and AS Monaco – and formed a partnership with the NBA through its ParionsSport betting platform.

In October, the state-controlled lottery won approval from the country’s stock market operator to register for an initial public offering.