Roland-Garros: branding beyond the courts

During Roland-Garros, which takes place from May 17 to June 7, brands are stepping up to the net with increasingly creative campaigns to captivate an international audience.

“Take your time”, Schweppes

Schweppes has become the official supplier of the French Open (Roland-Garros) for the first time, for a period of three years. To mark this arrival, the brand is making a splash with its “Take your time at Roland-Garros” campaign . This campaign includes a television commercial and an immersive on-site experience. Throughout the tournament, a space open to the public, somewhere between a bar and a lounge, will be set up to extend the brand’s reach. A limited edition of its beverages is also planned. The cans have been redesigned for the occasion, inspired by the aesthetic codes of Roland-Garros and the world of tennis.

“Life is a beautiful sport”, Lacoste

It goes without saying that a brand whose origins are deeply rooted in tennis would partner with the sport’s biggest competition. Lacoste is therefore among the premium partners of Roland-Garros. Through its tagline “Life is a beautiful sport,” the crocodile brand reaffirms its DNA and heritage, closely linked to tennis. This advertising campaign unfolds as a series of visuals depicting silhouettes in everyday situations, suddenly disrupted by the unexpected arrival of a tennis ball. Lacoste also showcases its key pieces, such as the pleated skirt, the polo shirt, and the tracksuit.

ALL Accor extends the Roland-Garros experience beyond the courts

An official partner of Roland-Garros since 2024, ALL Accor is deploying a large-scale immersive experience for the tournament, both on-site and within its hotels. The hotel chain is offering exclusive experiences on the court, in private boxes, and also within its hotels, which have been transformed in Roland-Garros colors. As part of this partnership, the Royal Monceau – Raffles Paris has completely redesigned its décor. The corridors now feature a gallery of translucent portraits retracing the tournament’s history since 1928, from the Musketeers to the iconic Roland-Garros archives. ALL Accor is also partnering with Lacoste, a premium partner of the tournament, to offer a co-branded experience. The Bar Long has adopted a new visual identity created with the Crocodile House, while the reception and bar staff wear outfits from its collections.

Renault: Autonomous mobility at the service of Roland-Garros

As a premium partner of the competition, Renault, in collaboration with WeRide, is deploying a real-world autonomous mobility trial. Two autonomous minibuses are operating on open roads near the stadium, offering spectators an innovative experience. This initiative allows visitors to the evening sessions to discover the practical applications of autonomous mobility. In the immediate vicinity of the stadium, at the Paris Longchamp Racecourse, Renault is also setting up a dedicated infrastructure to ensure the charging of its fleet of electric E-Tech vehicles throughout the event. As part of the event, Renault is also reinforcing its sporting commitment by welcoming new brand ambassadors: Loïs Boisson, Arthur Fils, Flavio Cobolli, and Francisco Cerúndolo.

BNP Paribas and Roland-Garros: a partnership focused on the future

Roland-Garros and BNP Paribas are extending their partnership from 2027 for a minimum of five years . BNP Paribas will thus support the tournament in its development, particularly through its infrastructure. The BNP Paribas Young Talents Team, launched in 2018, now supports 53 young players in France. Several players from the BNP Paribas Young Talents Team are now competing in the various draws, such as Moïse Kouamé, who has already broken several records (the youngest player to win a Grand Slam match since 2009, and the youngest match winner at Roland-Garros since 1991). BNP Paribas is also a long-standing partner of the ball kids, whom it has supported for over fifty years, and has supported their selection since 2000. Since last year, the bank has also contributed to the development of the French Tennis Federation’s Ball Kids School. In line with this commitment, BNP Paribas is launching season 2 of the Ball Kids Academy, broadcast on the We Are Tennis platform, which follows the journey of the “ballos” from the first selection stages to the final of the Roland-Garros tournament.