Sports on an international level is a major issue for the French economy. Major international sporting events (MISE) offer unique opportunities for French companies to position themselves on the global stage. These events are not just competitions but also platforms for innovation, economic cooperation, and cultural influence. By supporting French companies and capitalizing on these events, France can strengthen its economic presence internationally. This article is taken from a round table organized at BIG10.

The stakes of international sports

Sports have become an essential vector of diplomacy and economic development. MISE, such as the Olympic Games, the Rugby World Cup, and the Ryder Cup, attract millions of spectators and generate significant economic benefits. For French companies, these events are opportunities to showcase their expertise, innovate, and forge international partnerships. Sports also help promote France’s image as a dynamic and innovative country.

Major sporting events and their impact

Major sporting events offer unique opportunities for French entrepreneurs. For example, during the Paris 2024 Olympic Games, many French companies were able to showcase their expertise in organization, technology, and sustainability. These events highlight innovative solutions and enhance the competitiveness of companies in the international market.

French companies also have the opportunity to position themselves in emerging markets through MISE. For example, the 2025 Badminton World Championships in Indonesia and Malaysia represent an opportunity for French companies to make a name for themselves in Asia. By participating in these events, companies can test their products, forge partnerships, and access new markets.

Preparation and strategy

To fully benefit from major international sporting events, French companies must prepare in advance. It is essential to understand the specifics of each market and develop adapted strategies. Business missions, export diagnostics, and partnerships with local actors are ways for companies to position themselves effectively.

Companies must also be ready to innovate and adapt to the demands of international markets. MISE are showcases for new technologies and sustainable solutions. By highlighting their ability to innovate, French companies can stand out and attract the attention of investors and international partners.

Perspectives

The internationalization of the French economy through sports is a key strategy to strengthen France’s economic presence abroad. By capitalizing on major sporting events, French companies can access new markets, forge strategic partnerships, and promote innovation. Sports, as a vector of attractiveness and economic cooperation, offer promising prospects for the future. France continues to prepare to host future major sporting events, both in men’s and women’s sports. For example, the Rugby League World Cup, the 2030 Olympic Winter Games and The Amundi Evian Championship are two major upcoming events. These competitions will offer new opportunities for French companies to demonstrate their expertise and innovate. They will also help strengthen economic and diplomatic ties with other nations while showcasing French know-how on the international stage.