Toulouse Football Club has signed Starbucks France as an official partner for the 2026-27 season, giving the global coffee brand its first-ever presence on a football club shirt.
As part of the agreement, the Starbucks logo will feature on the sleeve of Toulouse FC’s men’s first-team shirts, as well as those worn by teams within the club’s youth academy. The collaboration will also extend beyond traditional sponsorship visibility, with the two parties planning matchday activations, digital content and fan experiences throughout the season.
The agreement marks a notable new chapter in Starbucks’ marketing strategy, bringing the brand into football for the first time through a property that combines local relevance with international visibility. Rather than focusing solely on brand exposure, the collaboration is designed around creating connections with supporters and bringing elements of the Starbucks experience into the football environment.
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 acknowledgement 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, added, “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.”
The deal was facilitated by SPORTFIVE, with the agency’s Managing Director Xavier Oddone commenting, “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.”
The collaboration also has a strong local dimension. Starbucks already operates stores in Toulouse, creating potential synergies between its retail footprint and its association with the city’s leading football club.
For Toulouse FC, securing a global consumer brand represents another step in expanding and diversifying its commercial portfolio. For Starbucks, meanwhile, the agreement provides a first foothold in football sponsorship and a potential template for using sport as an experiential marketing platform.
The partnership therefore goes beyond a sleeve placement: it brings together Starbucks’ consumer-focused brand strategy and Toulouse FC’s growing ambition to deepen engagement with its supporters.
