GENERALI SUPPORTS AMATEUR SPORT IN FRANCE WITH THE “LES PETITS LIONS DU RUGBY” SPONSORSHIP PROGRAMME

With nearly 1,900 clubs in France, rugby has approximately 394,000 licensed players in 2023 (source: FFR), and 46% of those who play are under the age of 20. The second most popular sport in France after football (source: Kantar Media, February 2025), rugby is a team sport that promotes values of collective effort and solidarity and has a positive image among 80% of French people. Boosted by the Olympic gold medal at the Paris 2024 Games, rugby has seen a huge surge in interest (19.5 million fans), establishing itself as a pillar of the French sporting landscape both in terms of its growing popularity and its societal impact. 

Rugby takes centre stage 

This summer, Generali launched a major recruitment campaign with the help of its network of agents, targeting all amateur junior rugby clubs in France, in an attempt to be one of the 38 clubs selected for its new ‘Les Petits Lions du rugby’ programme, supported by Act for Sport.  

The prize for the clubs is 836 kits donated by Generali to young players aged 8 to 12 (M8-M12), consisting of jerseys, shorts and socks, as well as sweatshirts and tracksuit bottoms for the coaches. All of these Generali and Kappa branded kits can also be customised with the club's colours, giving young athletes outfits worthy of true rugby professionals.  

With this new sports sponsorship operation, Generali is choosing to support young rugby players who are learning the values of courage, solidarity and pushing themselves to excel every day. It is also an opportunity to embed the Generali brand in the hearts of club members and their families and friends through amateur sports clubs. 

To ensure the success of this programme, the kit sets will be handed out in the autumn by the Generali agent for the region during a friendly event at each club. The agents will also be involved throughout the club season through events, attendance at matches and communication campaigns on social media. 

Generali: a committed partner of French sport 

For several decades, Generali has been demonstrating its commitment to professional and amateur sport by supporting prestigious competitions (tennis with the Rolex Monte Carlo Masters, equestrianism with the Generali Open de France, etc.) and encouraging sporting activities that promote sustainability, solidarity, responsibility and inclusion.  

Generali has a long history with rugby, having partnered with various prestigious rugby clubs and events over the years, thereby helping to promote the sport at all levels. Generali is also a major partner of the Oscars du Rugby in partnership with Midi Olympiques. More recently, Generali has formed a partnership since 2023 with Les Coqs Festifs, a Parisian LGBTQI+ friendly and inclusive rugby club, illustrating its desire to make sport a lever for diversity and social cohesion. Finally, Jean-Laurent Granier, Chief Executive Officer of Generali France, is also involved in the world of rugby as President of the Rugby Club.  

As a lifelong partner to its customers, Generali aims, through its various sports partnerships, to promote healthy behaviours and lifestyles and encourage regular participation in sport, which contributes to well-being and maintaining good physical condition, particularly among young people. 

Guillaume SARFATI, CEO of act for sport, said: "At act for sport, we believe in the power of amateur sport to create bonds, transmit values and inspire younger generations. We share this conviction with Generali: supporting clubs means investing in passions that will build the society of tomorrow. This programme perfectly embodies our mission: to enable brands to get genuinely and practically involved in all regions."  

Benjamin DEBLICKER, SVP Sales at SPORTFIVE, adds: "This partnership perfectly illustrates how a brand can combine social commitment with regional roots. By supporting amateur clubs and their young members, the brand establishes a lasting presence in the regions, close to families and sporting communities. We are delighted to have worked with Generali, alongside act for Sport, in designing and implementing this initiative, which promotes the positive values of rugby while strengthening the brand's impact."