At Porte d’Auteuil, growth is not built on excess. Here, there is no excessive multiplication of partners, no constant commercial inflation, no dilution of the brand. Roland-Garros progresses differently. Perhaps more slowly. But with a coherence that now intrigues the entire sports business ecosystem.
In this new edition of Sport Stratégies, we delve into the behind-the-scenes of a tournament that has become a true cultural, premium, and international territory. An event capable of bringing together clay courts, contemporary art, gastronomic experiences, luxury, new technologies, and the global stakes of sports entertainment.
Why does Roland-Garros attract so many big brands? How does the FFT protect the scarcity of its partnerships in a saturated market? Why does the tournament turn down certain opportunities that are extremely lucrative? And how does the Parisian Grand Slam manage to grow without losing its historical identity?
The feature also explores the new growth drivers of the tournament: the rise of the Opening Week, increasingly ambitious merchandising strategy, development of premium experiences, expansion in China, new audiovisual formats, and the evolution of the hospitality model. Behind each decision, there is a clear logic: to make Roland-Garros a global brand without losing what makes it unique.
You will also discover how historical partners like Lacoste, BNP Paribas, Renault, Lavazza, and Mastercard are part of this long-term strategy, why Schweppes is joining the adventure today, and how the tournament is now building a lifestyle world capable of existing beyond tennis.
This edition also explores how Roland-Garros is becoming a cultural object in its own right. The 2026 poster by JR, collaborations with Devialet or Lancel, new experiential spaces, and the intentional focus on highlighting Paris in audiovisual production all tell the same story: the ambition to transform the tournament into a global brand of desirability.
And while Roland-Garros consolidates its model, other lines are shifting in the sports and entertainment industry. Panini is preparing its largest World Cup album in history before losing FIFA. The French video game industry regains growth and confirms its status as the country’s leading cultural industry. The 24 Hours of Le Mans are reimagining their identity to expand their brand territory. As for the Roland-Garros eSeries by Renault, the event is seriously bringing eTennis into the esport landscape.
The playing field is changing. Sports brands are changing too.
Read more in Sport Stratégies #865.
AJ
