The French Football Federation (FFF) has added a new sponsor to its ranks with aperitif biscuits brand Belin coming in to back the national team.
The deal will initially run for the 2013-14 season and started with France’s friendly game away at Belgium on Wednesday which finished in a goalless draw. “Belin wants to support the fans in their universal passion for football and be present with them on the major events that drive the sports news,” the FFF said in a statement.
The Federation’s top-tier commercial partners are Nike, PMU, GDF Suez and Credit Agricole.
France is currently engaged in a battle with Spain for qualification to the 2014 FIFA World Cup. With just three matches left to play in Group I, Spain lead France by a point, with only one team qualifying automatically for the finals in Brazil. France next face Georgia in Tbilisi on September 6.