September 3 – Starbucks will put its logo on a football shirt for the first time after signing a partnership with Ligue 1 club Toulouse for the 2026/27 season.
The US coffee chain became an Official Partner of Toulouse this morning, with its Siren logo taking the sleeve position on the men’s first-team shirt as well as the club’s academy kits. Despite that significance, no financial details have been officially disclosed.
The agreement was brokered by Sportfive alongside Jaune, Starbucks’ creative agency in France, and will also cover the usual roster of matchday activations at Stadium de Toulouse, digital content and supporter experiences – which are to be expected with this type of deal.
This move represents another step into major sport for Starbucks, after it became Official Coffee Partner of the LA28 Olympic and Paralympic Games and Team USA last year.
Toulouse President Olivier Cloarec said: “We are extremely proud to partner with Starbucks. It is an iconic, globally recognised brand, and its decision to partner with our club and align with our identity is a tremendous acknowledgment of TéFéCé’s growing appeal and reach.
“This also marks a first for Starbucks – appearing on a football club’s jersey for the very first time – which makes the partnership even more special for us. We are delighted to write this new chapter together and share the journey with our community.”
Anaïs Dezoteux, Marketing Director at Starbucks France, said: “Coffee has always been at the heart of Starbucks, driven by the belief that a single cup can create a genuine moment of connection.
“This experience comes to life every day in our stores, thanks to our baristas who create these shared moments with our customers. With TéFéCé, we want to go even further by envisioning new ways to bring the coffee and Starbucks experience to life within the unifying world of football.
“This partnership offers a fantastic opportunity for innovation and creativity – allowing us to take the experience beyond our stores, create unique encounters, and – together with our baristas and the fans – imagine new ways to connect over coffee.”
Sportfive Managing Director Xavier Oddone added: “The arrival of Starbucks alongside Toulouse FC is a powerful illustration of the evolution of sports marketing: brands today are seeking platforms capable of forging genuine connections with fans. This historic first for Starbucks in football demonstrates TéFéCé’s strong appeal, and we are delighted to have helped bring this major partnership to life.”
Contact the writer of this story, Harry Ewing, at [email protected]
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