American football's NFL has unveiled Infront and Publicis Group as the agencies selected to assist with bringing in commercial partners for the league's upcoming Paris Game, its inaugural fixture in the country.
The Infront and Publicis Sport agencies have been brought in by the NFL following a lengthy tender process, with their remit also covering the expansion of partnership opportunities for the league in France.
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Both parties said: "With strong momentum around the world, the NFL is building a powerful presence in France, creating new opportunities for brands to connect with fans in meaningful ways."
The 2026 NFL Paris Game will see the New Orleans Saints (the designated home team) take on the Pittsburgh Steelers at the iconic, 80,000-capacity Stade de France venue on October 25 at 3:30 (Eastern Time).
Through the NFL's Global Markets Program, the Saints hold exclusive international marketing rights for France.
Last month, the Saints struck a new partnership with international sports agency Sportfive, which will serve as the team’s official digital partner in the market.
May also saw the NFL bring in American Express, the financial services company specializing in payment cards, to serve as the event's presenting partner.
Aside from the upcoming Paris Game (one of nine international fixtures this year, a record number), this tie-up between the NFL, Infront, and Publicis also covers the NFL's general commercial activity in France.
The NFL is targeting having 1 million fans in France by 2027.
