Starbucks is taking its biggest step yet into football sponsorship, becoming an Official Partner of Toulouse FC.
The US coffee giant’s iconic Siren logo will appear on the sleeve of Toulouse’s men’s first-team shirt, as well as on the club’s academy kits.
The partnership was announced without financial details, leaving the commercial value of the deal undisclosed.
Starbucks expands its sports strategy
The agreement was brokered by Sportfive in collaboration with Jaune, Starbucks’ creative agency in France.
Beyond shirt branding, the partnership will include matchday activations at the Stadium de Toulouse, digital content and experiences designed to bring the brand closer to the club’s supporters.
The deal represents another significant move into major sports for Starbucks. The company also became the Official Coffee Partner of the LA28 Olympic and Paralympic Games and Team USA last year.
But the Toulouse agreement carries a particular distinction: it marks Starbucks’ first-ever appearance on a football club jersey.
Toulouse welcomes global brand
Toulouse president Olivier Cloarec said the club was proud to join forces with a brand with such strong international recognition.
He described Starbucks’ decision to associate itself with Toulouse as evidence of the club’s expanding profile and appeal.
Cloarec also highlighted the historic nature of the agreement, saying Starbucks’ first football shirt partnership made the deal particularly significant for the club.
He added that Toulouse was looking forward to building the partnership alongside its supporters.
Starbucks targets football fans
For Starbucks France, the partnership is about taking its coffee culture beyond its traditional retail environment.
Marketing Director Anaïs Dezoteux said the company wanted to use football’s ability to bring people together to create new opportunities for connection around its brand.
She said the collaboration would allow Starbucks to experiment with new experiences involving its baristas and football supporters, while developing activities that extend beyond its stores.
Sportfive sees changing sponsorship landscape
Sportfive Managing Director Xavier Oddone said the agreement reflected a broader shift in sports marketing, with brands increasingly looking for partnerships that can create meaningful relationships with fans.
He described Starbucks’ arrival at Toulouse as a landmark moment for both the club and the coffee company, while crediting the agency with helping bring the partnership together.
For Toulouse, it is a major commercial win. For Starbucks, it is a first-of-its-kind entry into football—and a chance to turn matchday fandom into another setting for brand connection.