La Boulangère renews its partnership with the French Handball Federation

Organic market leader with 73%* market share by volume, La Boulangère, manufacturer of pre-packaged breads and viennoiseries and present in supermarkets and hypermarkets, will continue to support the French women's handball team. From 2025, the brand will be visible on the jerseys and fields at French team matches. It will also offer events for the general public, and benefit from digital visibility.

Christophe AILLET, Managing Director of La Boulangère: "We are delighted to be continuing the adventure we began with the French Handball Federation in 2020. It's a real source of pride to see our La Boulangère poppy blossoming on the shirts of the French players, who have been leading French handball to the top of the international rankings for several years now. We're delighted to continue moving forward with a team where passion, commitment, solidarity and performance guide the athletes, and also reflect the values shared by our company and our employees."

In concrete terms, this announcement reflects the close relationship that has existed between La Boulangère and the FFHandball since the very beginning. The various activations carried out and deployed over the last few years have enabled La Boulangère to meet its public awareness and visibility objectives, and have enabled the brand to carry out numerous operations, in-store for its customers and consumers, and in-house for its employees.

This new chapter once again illustrates La Boulangère's commitment to women's sports and to passionate, inspiring women in the worlds of sailing, handball, adventure and, more recently, basketball.

Philippe BANA, President of the FFHandball: "On the eve of the Olympic Games, we are delighted to once again be able to count on the unfailing support of La Boulangère. Always behind the French women's team, La Boulangère shares with the FFHandball strong values such as surpassing oneself, conviviality and team spirit. I'm convinced that the continuation of this partnership will contribute to strengthening the position of women's sport, and in particular women's handball."

Xavier ODDONE, General Manager SPORTFIVE France: "We are delighted to contribute to the renewal of the partnership between two strong entities: the French Handball Federation and La Boulangère. This alliance will strengthen the presence of women's handball in France and abroad, where passion and surpassing oneself are the key words."

Over the next three years, La Boulangère and the FFHandball will strengthen their ties, encouraging and promoting women's sport. "We can't wait to see the new opportunities that this alliance will generate", says Christophe AILLET, "We must continue together, to write this beautiful story around one logic and one objective: to support women's sport. We've got some great prospects and activations in store!”

*Source: CIRCANA - HMSM + PROXI + DRIVE - Data as of March 10, 2024