The French Football Federation (FFF) is under scrutiny once again over the use of national team players in sponsor campaigns. As reported by L’Équipe, the images of five France players appeared in a Betclic online campaign before their match against Ivory Coast.
Betting Ad Brings Sponsor Tension Back
The promotion has made some of the players concerned. According to reports, Mbappé and Cherki are some of the players most troubled about how their pictures were used. Both have avoided promoting sports betting brands.
The timing makes the issue more sensitive, as the case emerged days before the start of the 2026 World Cup and before France’s opening match against Senegal.
Players Question the Approval Process
Players do not dispute Betclic’s status as an official FFF partner. The question that has been raised relates specifically to the federation’s approach to the campaign.
The central problem in this case is whether players were clearly told which sponsors could use images from national team photo sessions. While some players agreed to be photographed, they were not expecting their pictures to be used in betting advertisements.
Mbappé has been active on this matter before. His previous complaints were associated with the nature of brands linked to French soccer players, such as betting agencies and fast food companies. The greater issue here involves individual consent, public perception, and the right to avoid certain commercial categories.
This puts the federation in a tough spot. It has to balance protecting sponsorships while dealing with athletes who are conscious about their own commercial image.
FFF Rules May Protect the Campaign
Betclic’s position appears to be supported by the current FFF framework. Namely, the company started collaborating with French football in 2021 as the partner of the organization for the next five years up to the 2026 FIFA World Cup.
The agreement covers France’s national teams, the Coupe de France and amateur football. Under such conditions, Betclic got access to the federation assets, including collective marketing materials.
Betclic’s position also appears to be supported by the collective image rights agreement signed by the FFF and the players’ representatives in September 2023. This means that sponsors may use a collective image whenever at least five football players are depicted. There were five football players in the promotion of Betclic, so it seems like the advertisement appears to fit the collective-image rule.
Issue May Return After the World Cup
French players are expected to avoid escalating the matter during the tournament. L’Équipe reported that the subject could return after the World Cup, with the FFF under pressure to settle the issue before September.
For gambling brands, the case is a warning about football sponsorship. Betting operators can secure federation-level rights, but individual players may still resist being linked to gambling products. For the FFF, the task is now practical: keep sponsor value intact without reopening a conflict that already damaged trust once before.
