Toulouse Football Club has sealed a historic partnership with American coffee giant Starbucks. Announced on Wednesday, September 3, the deal will see the Starbucks Siren logo appear on the sleeve of the men's first-team shirt and on academy kits for the 2026/27 season.
The Ligue 1 club, currently 16th in the table with just one point from three games, is looking to boost its sporting project. This collaboration marks the first time Starbucks has placed its logo on a football club's jersey. The news was first reported by www.insideworldfootball.com.
What are the terms of the partnership?
No financial details of the agreement have been officially disclosed. The deal was brokered by the agency Sportfive alongside Jaune, Starbucks' creative agency in France. Beyond kit branding, the partnership includes matchday activations at the Stadium de Toulouse, plus digital content and supporter experiences.
Olivier Cloarec, President of Toulouse FC, welcomed the alliance. "We are extremely proud to partner with Starbucks." he said.
Why is this deal significant for Starbucks?
For the coffee multinational, this move is a first in football. Starbucks had already signalled its sports commitment by becoming an Official Coffee Partner of the LA28 Olympic and Paralympic Games and Team USA last year. Anaïs Dezoteux, Marketing Director at Starbucks France, explained the brand's philosophy. "Coffee has always been at the heart of Starbucks, driven by the belief that a single cup can create a genuine moment of connection," she stated.
This sports sponsorship strategy aims to reach a new audience by aligning with a club known for its playing style and management. Xavier Oddone, Managing Director of Sportfive, oversaw the negotiations to finalise the agreement.
What is the club's current sporting situation?
This commercial announcement comes during a tough spell on the pitch for Les Violets. Olivier Cloarec's side sits 16th in the championship after three matchdays, with a record of zero wins, one draw, and two losses. They have scored only two goals while conceding five, for a -3 goal difference. The club trails league leaders Lille by six points.
The situation is compounded by injuries to key players. A. Francis and Y. Gboho are currently sidelined, depriving the manager of important options. You can check the full squad status on our injuries page.
What's next for Toulouse Football Club?
Focus now shifts back to the league campaign. The next challenge for Olivier Cloarec's men is an away trip to face FC Lorient, who are 14th in the table, on Saturday, September 12. This match is vital for any hopes of climbing the standings. The full upcoming schedule can be found on our fixtures page.
The Starbucks partnership will be visible in an official match for the first time during that fixture in Lorient. The club hopes this new off-field momentum can accompany an improvement in results on the grass, as the battle to avoid relegation begins to take shape.
