Ahead of the National Football League’s (NFL) first international game in the French market, the New Orleans Saints franchise has struck a new partnership with international sports agency Sportfive, which will serve as the team’s official digital partner in the market.
Going forward, Sportfive will manage activity on the Saints’ French-language social media accounts and digital platforms, in particular its dedicated Instagram handle.
The first NFL game in the market will take place in the French capital of Paris in the 2026 season, with the Saints the designated home team playing against a yet-to-be-announced opponent, rumored to be the Cleveland Browns.
That fixture will take place at Paris’s iconic 80,000-capacity Stade de France home.
The Saints franchise is the sole holder of marketing rights for the French market under the league’s global markets program, and as such has exclusive reign to ingratiate itself in the territory.
The Saints have held these rights since 2023, and earlier in the year sent a player-led delegation to activate in the market.
Meanwhile, the New York Jets and New York Giants franchises and their shared MetLife Stadium home have extended and expanded their partnership with artificial intelligence (AI) technology firm HCLTech.
Through this new agreement, HCLTech will now be designated as the official AI partner of the two major franchises and the 82,500-capacity stadium.
HCLTech was named the official digital experience partner of the trio back in 2022, and with this expansion, will look to integrate AI solutions across their respective businesses.
Speaking on the announcement, HCLTech global chief marketing officer Jill Kouri said: “Our partnership with MetLife Stadium, the New York Jets, and the New York Giants demonstrates how strategic collaborations can drive meaningful brand impact and business outcomes.
“We have created experiences that resonate with clients while strengthening HCLTech’s brand presence across the strategically important Tri-State market. We look forward to building on the momentum and equity of our relationship by leveraging this multi-year extension as a model for experience-led marketing.”
