Orange or CMA CGM: Who could replace Altrad as France Rugby’s shirt partner?

The French Rugby Federation is expected to end its front-of-shirt partnership with construction firm Altrad after nearly a decade, with the deal due to conclude in July 2027. The change gives France Rugby a major sponsorship to sell ahead of the 2027 World Cup, when the national team will be among the contenders.

Industry experts put the shirt deal’s value at about €10 million and say the federation may look beyond traditional rugby sponsors. Potential suitors mentioned include Chinese carmakers, AI and financial technology firms such as Mistral AI, Alan, Qonto and Pennylane, as well as established French brands Orange, Axa and Michelin, and shipping company CMA CGM. France captain Antoine Dupont’s profile and the team’s popularity could help attract buyers; sponsors cannot appear on national shirts during the World Cup itself.