The Parisian Grand Slam becomes a global brand

At Porte d’Auteuil, growth is not built through escalation. Here, there’s no unchecked proliferation of partners, no constant commercial inflation, no dilution of the brand. Roland-Garros progresses differently. Perhaps more slowly. But with a coherence that now captivates the entire sports business ecosystem.

In this new feature from Sport Stratégies, we delve into the behind-the-scenes of a tournament that has become a true cultural, premium, and international territory. An event capable of harmonizing clay courts, contemporary art, gastronomic experiences, luxury, new technologies, and the global stakes of sports entertainment.

Why does Roland-Garros attract major brands? How does the FFT protect the scarcity of its partnerships in a saturated market? Why does the tournament turn down certain highly lucrative opportunities? And how does the Parisian Grand Slam manage to grow without losing its historical identity?

The feature also explores the new growth strategies of the tournament: the strengthening of the Opening Week, increasingly ambitious merchandising strategies, development of premium experiences, expansion in China, new audiovisual formats, and the evolution of the hospitality model. Behind every decision, there is a clear logic: to make Roland-Garros a global brand without trivializing what makes it unique.

You will also discover how historical partners like Lacoste, BNP Paribas, Renault, Lavazza, and Mastercard align with this long-term strategy, why Schweppes is joining the venture, and how the tournament is now building a lifestyle universe capable of existing well beyond tennis.

This issue also explores how Roland-Garros is becoming a cultural object in its own right. The 2026 poster signed by JR, collaborations with Devialet or Lancel, new experiential spaces, and the expressed desire to enhance Paris in audiovisual production all tell the same story: the ambition to transform the tournament into a global brand of desirability.

While Roland-Garros solidifies its model, other shifts are happening in the sports and entertainment industry. Panini is preparing the largest World Cup album in its history before losing the FIFA license. The French video game industry is regaining growth and confirming its status as the leading cultural industry in the country. The 24 Hours of Le Mans are rethinking their identity to broaden their brand territory. As for the Roland-Garros eSeries by Renault, the event is seriously establishing eTennis in the esports landscape.

The playing field is changing. Sports brands are also evolving.

Read more in Sport Stratégies #865. AJ