Le Coq Sportif have won a four-year kit deal with Paris 2024 organisers ©Paris 2024

French competitors at the Paris 2024 Games will be back in Le Coq Sportif kit for the first time since the 1972 Munich Games following the announcement that the France-based apparel manufacturers have won wide-ranging rights over the next four years.

As well as kitting out France’s Paris 2024 Olympians and Paralympians during competition, Le Coq Sportif will also supply French teams for Opening and Closing Ceremonies and Medal Ceremonies, plus the Olympic Village, at the Beijing 2022 Winter Games, Dakar’s 2022 Youth Olympic Games and the 2024 home Games.

The company, which has a 100-year association with French sport, has won the rights to two key packages – Performance and Representation – in its deal with the Paris 2024 organising committee, French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF)

The Performance rights package acquired by Le Coq Sportif covers the supply of competition kit for France’s 32 national sports federations – the 28 confirmed plus four potential additional sports – and 22 Paralympic federations competing at Paris 2024.

The Representation package includes apparel worn by the French teams at the Opening and Closing Ceremonies, plus Medal Ceremonies and in the Olympic Village.

It covers the period from 2021 to 2024 for International Olympic Committee and International Paralympic Committee events.

The Representation package also includes the supply of clothing to Paris 2024 staff, volunteers and referees (excluding footwear).

Le Coq Sportif, founded in France in 1882 and whose name and trademark are derived from the Gallic rooster, a national symbol of the country, have launched a subtle public relations campaign to try to persuade Paris 2024 to choose them.  

They recently released a survey in which they claimed 67 per cent of 1,005 people wanted them to dress the French team at Paris 2024. 

They have been a supplier of the Tour de France since 2012. 

Le Coq Sportif, supplier of the famous Tour de France yellow jersey since 2012, has won the right to kit out the national team at Paris 2024 ©Getty Images
Le Coq Sportif, supplier of the famous Tour de France yellow jersey since 2012, has won the right to kit out the national team at Paris 2024 ©Getty Images

Le Coq Sportif supplied France with Olympic kit from 1912 to 1972, after which Adidas took over the contract, up to and including the London 2012 Olympics and Paralympics.

For the Rio 2016 and Tokyo 2020 Games the CNOSF allowed national federations to sign their own Olympic and Paralympic deals with kit suppliers.

Now the model of a single supplier for French teams has been re-embraced after a tendering period lasting six months which involved 15 major manufacturers, including Nike and Lacoste.

But Paris 2024 organisers have said that any French sports federations that wish to retain their own equipment suppliers for Olympic or Paralympic competiton can do so, subject to the payment of a “contribution to a solidarity fund that will benefit federations that require support”.

Tony Estanguet, Paris 2024 President, commented: “With Le Coq Sportif, we have chosen a longstanding partner of French sport.

“Le Coq Sportif is a brand that has been supporting our major sporting events for over 100 years and shares a beautiful history with our Olympic values.

“Back in 1924, for the Paris Games, Le Coq Sportif was already the equipment supplier for the French delegation!

“We are particularly delighted to be able to work alongside Le Coq Sportif for the next four years.

“In line with Paris 2024, it is a brand with strong commitments to sustainable and inclusive sport, it has chosen to have deep local roots in France, and it contributes to a strong industrial and social legacy”.

Denis Masseglia, CNOSF President, and Marie-Amélie Le Fur, CPSF President, added: “We are delighted that Paris 2024 is offering the federations a ‘bespoke’ model, allowing those that wish to do so to develop their participation in the Games with their equipment suppliers, while enabling others to continue benefiting from a solidarity programme in line with that put in place by the CNOSF since 2013”.