CIMBALI
Friday 07 February 2025
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Carte Noire (Lavazza) kicks off a partnership with the French Rugby Federation

The agreement comes at a time when rugby is hugely popular in France: with over 10 million viewers watching matches on TV, it’s one of the country’s best-loved sports

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PARIS, France – Carte Noire is now an official partner of the French Rugby Federation. For the next three years, our brand epitomising French savoir-faire will be supporting the France national rugby union team with all the quality and strength of its coffee.

It’s a partnership expressed by the shape they share: the oval. Symbolising both the rugby ball and the coffee bean, it represents the intersection between two worlds that share the values of commitment, authenticity, passion and the desire to bring special moments to the public.

Carte Noire: The partnership

The agreement comes at a time when rugby is hugely popular in France: with over 10 million viewers watching matches on TV, it’s one of the country’s best-loved sports. The partnership will give Carte Noire visibility during competitions, at media events and on the Federation’s digital platforms. The collaboration covers image rights, in-stadium visibility, digital communication rights, hospitality, ticketing and merchandising.

“Two French icons join forces to celebrate their pride at sharing common values,” said Pietro Mazzà, Group Regional Director France & Benelux. “Through this partnership with Carte Noire, we celebrate the moments that bring us together,” confirmed Florian Grill, President of the French Rugby Federation.

An alliance based on shared values

After the launch of the new “Le Grain” advertising campaign, Carte Noire again celebrates the energy contained in a small bean and the great changes and new achievements it can inspire. Because like rugby, creating outstanding coffee requires strength, balance and precision, basic rituals for an intense and emotion-filled experience.

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