The announcement comes at a pivotal second for the US espresso chain in France, because it seeks a return to outlet, gross sales and transaction progress
Starbucksβ iconic siren emblem will seem on soccer shirts for the primary time because the US espresso chain kicks off a sponsorship take care of Toulouse Soccer Membership.
As a part of the settlement, Starbucksβ emblem will characteristic on the sleeve of Toulouse FCβs malesβs first-team shirts, in addition to these worn by the membershipβs youth groups.
The partnership might be supported by matchday activations, digital content material and fan experiences all through the 2026-27 season, Toulouse FC mentioned in a press launch.
βWeβre extraordinarily proud to accomplice with Starbucks. Itβs an iconic, globally recognised model, and its resolution to accomplice with our membership and align with our id is an amazing acknowledgement of Toulouse FCβs rising enchantment and attain,β mentioned the membershipβs President, Olivier Cloarec.
The announcement comes at a pivotal second for Starbucks in France, as its grasp franchisee, Alsea, seeks a return to outlet, gross sales and transaction progress.
Footfall and gross sales for Alseaβs European Starbucks enterprise, significantly in France and the Benelux markets, has declined because the finish of 2023, which Alsea linked to a broader shopper boycott of US manufacturers amid the Israel-Gaza battle.
Mexico Metropolis-based Alsea, which additionally operates tons of of licensed Starbucks shops throughout Latin America, has completely shuttered greater than 20 web Starbucks shops in France over the past 18 months. Starbucks closed the quarter ended 28 June 2026 with 243 shops in France.
Toulouse is Franceβs fourth largest metropolis, with a inhabitants of 514,000. Toulouse FC performs its dwelling video games on the 33,000-capacity Stadium de Toulouse.
In Could 2026, Ligue 1 posted file attendance throughout its 18 first division stadiums, with a cumulative whole of almost 11 million spectators. A month later, the company behind Ligue 1, the Ligue de Soccer Professionnel, reported that its 2025-26 season was seen by a world viewers of 520 million throughout stay recreation broadcasts, on-line opinions and different ancillary content material.
