French gaming giant La Française des Jeux (FDJ) has renewed its partnerships with France’s national basketball and handball federations, to support the development of women’s sport in the country.
FDJ will continue to work with the French Basketball Federation (FFBB) and the French Handball Federation (FFHandball) for the next four seasons.
FDJ said the renewals showed its continued support for the sports, after both were impacted by the novel coronavirus (Covid-19) pandemic in 2020.
The new deals will focus on supporting women’s sport in particular, with the FFHandball agreement to see FDJ branding appear on the back of French national team players’ shorts for the next four seasons.
FDJ will also support FFHandball with its efforts to encourage participation among female players.
In relation to this, FDJ also extended its partnership with the Women’s Handball League (LFH), organiser of the country’s top tier female competition.
The FFBB partnership will again focus on women in sport, to increase participation, and the infrastructure supporting the women’s game.
The deals build on FDJ’s ‘Sport pour Elles’ initiative that launched in 2016. This looks to make sports available to all women; increase female leadership of governing bodies; fund top-level athletes and expand media coverage.
In related news the operator has extended its long-term partnership with the country’s National Cycling League (LNC). It will continue work with the national organisation for a further two years.
FDJ will remain as title partner for the French cycling cup, as well as an official partner of the country’s road cycling championships.
The operator will also benefit from branding on surfaces at race starting lines, finish lines and during the broadcast of French cycling cup events.
