Date of publication: April 20, 2026
On June 16, at the New York New Jersey stadium in the United States, the French football team will face Senegal in the final phase of the FIFA World Cup 2026TM. This event is closely followed by French professionals in the sports industry, not just for sporting reasons: “The World Cup football tournament is a real opportunity for businesses to make themselves visible to American decision-makers and to have better exchanges on the market,” explains Céline Hédiard, Senior Export Manager for Sport in North America for Business France.
Together with her colleagues from the offices in New York and Los Angeles, she is organizing the France Football Club, an event featuring networking opportunities and demonstrations showcasing French offerings over two days (June 15 and 16). The program includes business meetings, conferences, and a “Watch Party” on the night of the match. The aim is to enhance exchanges with American partners and explain the market opportunities to French candidates through a Business Playbook that will be presented at the event.
A Growing Sports Market in the US
The American sports market is experiencing rapid growth, with upcoming sporting events such as the World Baseball Classic 2026, the Rugby World Cup in 2031, and the Olympic and Paralympic Games in Los Angeles in 2028. This growth is expected to be between 5% and 10% annually from 2025 to 2029, with approximately 250 million amateur athletes and nearly 200 million spectators (via television or streaming).
Céline Hédiard notes, “The American market is not only the largest in the world (accounting for about 40% of global market share) but also one of the most dynamic.” In sectors like sportech and women’s sports, growth rates reach double digits – 17.8% for sport analytics and 16% by 2030 for women’s sports.
Innovation and Differentiation in the Market
The market in the U.S. is influenced by innovation and specific market demands, as highlighted in Business France studies. Playing on technological differentiation and meeting market needs in performance, durability, inclusion, and fan engagement are essential factors for success.
Success Stories
Companies like Team Green and Cryo Control are making strides in the U.S. market. Team Green, specializing in natural grass and turf equipment, is expanding its presence in the U.S., citing the vast opportunities in the American market.
Cryo Control, based in Toulouse, is targeting opportunities around the 2028 Los Angeles Olympics to introduce its recovery technology to professional training centers. The company aims to capitalize on the growing demand for well-being and performance equipment in the long term.
Collaborative Efforts and Future Plans
France is leveraging events like the French Sport Days, Connect Invest, and RIGES to strengthen its presence in the American market. Collaborative initiatives like the Club Sport are fostering dialogue between established companies in the U.S. and those looking to enter the market.
Looking ahead, 2026 promises to be a busy year for French companies venturing into the American sports market. With a focus on innovation, market differentiation, and strategic partnerships, these companies are aiming to capitalize on the momentum of major sporting events. The French Sports Days in Los Angeles in October and ongoing efforts underline the commitment to building strong business connections in the U.S. market.
