Online trading platform eToro has expanded its wide-ranging sports sponsorship portfolio into the French market with four prominent soccer sides and a Formula 1 (F1) motor racing team.
The deals were brokered by prominent agency Sportfive, eToro’s official commercial rights partner.
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Benjamin Deblicker, senior vice president of sales for Sportfive, said of the deals: “This partnership with eToro demonstrates the relevance of multi-asset strategies, which enable brands to establish a long-term presence within a sports ecosystem while optimising impact and consistency at a national level.
“At Sportfive, we firmly believe that this approach represents a genuine strategy for the future for advertisers looking to stand out in premium and highly competitive environments.”
In terms of soccer, French top-flight Ligue 1 sides AS Monaco, Lille, Olympique de Marseille, and Olympique Lyonnais will all now feature eToro branding at their respective stadia on matchdays, including on pitchside LED hoardings, interview backdrops, and across digital and social media platforms, as well as in-person activations.
All four deals will begin immediately on multi-year terms, and Lille in particular will take the partnership further, with eToro becoming the club’s official sleeve partner.
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By GlobalDataCombined, the French teams boast 28 Ligue 1 titles, and their four stadia have a collective capacity of 193,126.
Other clubs sponsored by eToro include English Premier League sides Crystal Palace, Everton, and West Ham, all of which extended their deals ahead of the current 2025-26 campaign.
The company also sponsors top-flight soccer clubs in Germany (Bayer 04, Union Berlin, Koln, Mainz), the Netherlands (AZ Alkmaar), and Czechia (Slavia Prague), as well as the Prem Rugby and PWR rugby union competitions in England.
Etoro has also now moved to sponsor the BWT Alpine F1 team for the upcoming 2026 season.
As the exclusive trading and investment partner of the France-based racing team, eToro will likely gain branding presence on the livery of the two Alpine vehicles across the season, although that has not been revealed yet.
Back in December, Alpine, owned by French car heavyweight Renault, added cloud-based talent management platform Avature to its sponsorship portfolio, which is heavy with tech and digitally-facing brands such as eToro.
The 2026 F1 season kicks off with the Australian GP on the weekend of March 6 to 8.
