World Cup Tickets: Bafana’s kit sponsorship deal with the French apparel company Le Coq Sportif. Which has been placed in receivership by the Paris commercial court with a six-month observation period, is not going to be affected until its terms end in FIFA 2026. That assurance was made by Roger Noades, sales director of Le Coq Sportif South Africa.
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Noades mentioned that Bafana’s sponsorship will last until its contract ends after the FIFA 2026 World Cup. This is because the South African division operates independently from its parent company in France, which has faced financial struggles. The six-year deal with Le Coq Sportif was signed in June 2020, during the peak of the COVID-19 pandemic.
FIFA World Cup 2026 : Financial Struggles Won’t Affect Bafana Partnership
Noades insists that the financial challenges of Le Coq in France will not impact. Their local partnerships with teams like Bafana and Stellenbosch FC. Le Coq Sportif has been facing bankruptcy risks due to years of financial losses. Despite receiving loans from the Paris 2024 Olympic Committee and the French government.
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The company is also involved in a legal battle with the French Rugby Federation, which is seeking millions in damages. Noades explained that the concept of bankruptcy in French. Law is different from South Africa’s Chapter 11 and often involves restructuring. He reassured that these issues in France wouldn’t affect the South African market or the brand’s partnership with local teams.
World Cup Tickets: Financial Woes Won’t Affect Bafana Partnership, SA Growth Strong
Before the pandemic, Le Coq Sportif made large investments. Including millions of euros spent on promoting French teams in the Olympic Games and French rugby. However, Noades acknowledged that some outstanding payments need to be addressed. He expects the company’s financial situation to improve with important meetings planned for the end of January and February.
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Despite these troubles in France, Noades is confident that the brand’s patriotic. French roots will help them recover and retain a strong global presence. Noades emphasized that the South African arm of Le Coq Sportif is doing well, with 53 retail shops across the country. Sales were up by 40% in November and December, showing the health of the brand in South Africa.
Football World Cup 2026 Tickets: Bafana Sponsorship Secure Amid Financial Issues
The sponsorship deal with Safa is fully intact. And Noades is confident in the ongoing relationship, not only with Safa but also with Stellenbosch FC. The local operation remains stable and unaffected by the issues in France. Noades hinted that there may be a solution in the works for Le Coq’s financial issues in France.
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While he couldn’t reveal details yet, he is optimistic that the company will grow stronger by February. As for the national team, Noades is hopeful that Bafana Bafana will qualify for the Football World Cup 2026. The team has performed well in 2024, including winning bronze at the Africa Cup of Nations in Ivory Coast and securing a spot in the 2025 AFCON.
FIFA 2026 Tickets: Bafana’s World Cup Journey Boosted by Le Coq Sportif
Noades is excited to see them compete in the 2026 World Cup in Mexico, Canada, and the US, proudly wearing Le Coq Sportif kits. Bafana performed remarkably in 2024, in which, among other plaudits, they won bronze at the Africa Cup of Nations in Ivory Coast and qualified for the 2025 Afcon.
Safa’s national executive committee is set to meet soon, and the continued partnership with Le Coq Sportif could be a topic of discussion. With the focus on the FIFA World Cup 2026, this partnership will play a key role in supporting South Africa’s team as they aim for success on the world stage.
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