{
  "id": 18640912,
  "title": "Orange or CMA CGM: Who could replace Altrad as France Rugby’s shirt partner?",
  "url": "https://urgent.news/2026/11/07/orange-or-cma-cgm-who-could-replace-altrad-as-france-rugbys-shirt",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-11-07T05:00:00.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/orange-or-cma-cgm-who-could-replace-altrad-as-france-rugbys-shirt-partner/"
  },
  "original_language": "en",
  "account": "France Rugby is set to bid farewell to Altrad as its front-of-shirt partner after nearly a decade, with the partnership ceasing in July 2027. Industry experts suggest that China-based car manufacturers and AI-enabled companies, as well as those in the financial services sector, could be strong contenders to replace Altrad. Laurence Miller of Red Tiger Marketing notes that France Rugby fans are business decision-makers and senior managers, making them ideal targets for B2B tech, AI, and financial services brands. She mentions Mistral AI, Alan, Qonto, and Pennylane as potential sponsors, as Pennylane is already sponsoring the Top 14 finals. Steve Martin of MSQ Sport + Entertainment points out that France Rugby's strong brand and popularity could attract major sponsors, while stating that Orange, Axa, and Michelin are among the brands in the market. Additionally, CMA CGM, a shipping firm, is also worth watching.",
  "summary": "France Rugby is set to replace Altrad as its front-of-shirt partner. City AM asked industry experts who could get the new gig. Rugby’s big 10 nations, unsurprisingly, garner much financial support from major commercial deals, with front-of-shirt sponsors the most lucrative source of income. O2, Vodafone (twice), Vittoria, Altrad (twice), Cadbury and FNB are the [...]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Winnipeg Free Press",
        "title": "Springboks and France on collision course for Twickenham rugby final but challenges await",
        "url": "https://urgent.news/2026/11/06/springboks-and-france-on-collision-course-for-twickenham-rugby-final",
        "published": "2026-11-06T00:28:59.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}