RESPONSIBLE SPONSORSHIP: PROOF OR DOUBT

While sports sponsorship budgets remain a cornerstone of funding for French sport, Fair Play For Planet and KPMG have published today (May 6, 2026, Ed.) a study dedicated to responsible sponsorship. Conducted among 246 stakeholders in the sports ecosystem between March and April, the report confirms a shift: brands, clubs, federations, rights holders, and event organizers can no longer settle for simply associating a logo with an audience. Environmental and social responsibility is becoming a key criterion of credibility.
However, the study also highlights a major blind spot: intentions are progressing faster than measurement methods.