The announcement comes at a pivotal moment for the US coffee chain in France, as it seeks a return to outlet, sales and transaction growth
Starbucks’ iconic siren logo will appear on football shirts for the first time as the US coffee chain kicks off a sponsorship deal with Toulouse Football Club.
As part of the agreement, Starbucks’ logo will feature on the sleeve of Toulouse FC’s men’s first-team shirts, as well as those worn by the club’s youth teams.
The partnership will be supported by matchday activations, digital content and fan experiences throughout the 2026-27 season, Toulouse FC said in a press release.
“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 Toulouse FC’s growing appeal and reach,” said the club’s President, Olivier Cloarec.
The announcement comes at a pivotal moment for Starbucks in France, as its master franchisee, Alsea, seeks a return to outlet, sales and transaction growth.
Footfall and sales for Alsea’s European Starbucks business, particularly in France and the Benelux markets, has declined since the end of 2023, which Alsea linked to a broader consumer boycott of US brands amid the Israel-Gaza conflict.
Mexico City-based Alsea, which also operates hundreds of licensed Starbucks stores across Latin America, has permanently shuttered more than 20 net Starbucks outlets in France over the last 18 months. Starbucks closed the quarter ended 28 June 2026 with 243 stores in France.
Toulouse is France’s fourth largest city, with a population of 514,000. Toulouse FC plays its home games at the 33,000-capacity Stadium de Toulouse.
In May 2026, Ligue 1 posted record attendance across its 18 first division stadiums, with a cumulative total of nearly 11 million spectators. A month later, the corporation behind Ligue 1, the Ligue de Football Professionnel, reported that its 2025-26 season was viewed by an international audience of 520 million across live game broadcasts, online reviews and other ancillary content.
