Published Date: April 20, 2026
On June 16, at the New York New Jersey stadium in the United States, the French football team will face Senegal in the final phase of the FIFA World Cup 2026TM. This event is closely watched by French sports industry stakeholders, not just for sporting reasons. “The World Cup football tournament is a real opportunity for companies to make themselves visible to American decision-makers and to better discuss the market,” explained Céline Hédiard, Business France’s senior export manager for Sports in North America.
With her colleagues from the New York and Los Angeles offices, she is organizing the France Football Club event, showcasing French offerings over two days (June 15 and 16). The event will include business meetings, conferences, and a “Watch Party” on the evening of the match. The aim is to enhance exchanges with American partners and explain market opportunities to French candidates through a Business Playbook.
A Growing US Sports Market
The American sports market is on the rise, with annual growth projected to be between 5% and 10% from 2025 to 2029. The market has around 250 million amateur athletes and nearly 200 million spectators through television or streaming.
According to Céline Hédiard, the American market is not only the largest in the world but also one of the most dynamic. Sectors like sports technology and women’s sports are experiencing double-digit growth. The French expertise in sports is acknowledged, but differentiation in technology and meeting specific market needs is crucial.
The Example of Team Green
Team Green, a natural grass and turf equipment company, is leveraging innovative technologies for lawn maintenance in American golf courses and stadiums. After years of experience in sports events like the recent African Cup of Nations, they are venturing into the US market.
Cryo Control: Capitalizing on the Olympics
Cryo Control, a recovery cold bath specialist based in Toulouse, aims to deploy its technology in professional training centers, capitalizing on the 2028 Olympics in Los Angeles. They are also focusing on the growing domestic market for well-being and performance equipment.
A Sport-Filled Year in 2026
Several events and initiatives like French Sport Days, Connect Invest, RIGES, and Club Sport are lined up for 2026. The French team aims to capitalize on the booming sports practice and major events to build opportunities in the American market.
The American sports market continues to present growth opportunities, and French companies are encouraged to leverage the collective strength of the French network for success in the American market.
