French domestic rugby union’s Top 14 league has unveiled a presenting sponsor for the first time, covering the final stages of the 2025-26 season.
Through a deal unveiled today, French fintech brand Pennylane is expanding an existing deal with the Top 14 and is now the finals’ presenting sponsor until 2028. The last portion of the competition will now be known as the Pennylane Final Phase.
The original deal between the two parties, a three-year agreement, was signed off at the start of this season, in September. GlobalData Sport valued that initial tie-up at $4.5 million.
As presenting partner, Pennylane will have a significant presence around the Top 14’s semi-finals and final, including branding on the match ball, “emblematic field activations,” a specific trophy associated with the Final Phase and naming rights for the Fan Zone at the final’s venue.
there will be digital and editorial-based activations around the deal.
The post-season phase of the Top 14 involves six teams and features quarter-finals, semi-finals, and the grand final.
Last season’s knockout stages of the 14-team league took place in June, with the final being won by Toulouse.
In November, a landmark stable of international media rights agreements was unveiled by the league, brokered by the Two Circles agency.
The competition also launched its global DTC streaming offering, Top 14 Rugby TV, in collaboration with Two Circles and its StayLive software platform.
So far, with 16 rounds of the 2025-26 campaign played, Toulouse head up the Top 14 table.
The Rise of Presenting Sponsorships in Rugby
The Top 14’s move to secure a presenting sponsor for its final phase signals a growing trend within rugby union. Historically, sponsorships have focused on kit deals and stadium naming rights. However, leagues are increasingly recognizing the value of deeper, more integrated partnerships that encompass specific competition segments.
Beyond Branding: Activation and Fan Engagement
Pennylane’s package extends beyond simple logo placement. The inclusion of branding on the match ball, field activations, a dedicated trophy, and Fan Zone naming rights demonstrates a commitment to immersive fan experiences. This holistic approach is becoming crucial for sponsors seeking to build brand affinity and generate meaningful engagement.
The Convergence of Sport and Fintech
The partnership between the Top 14 and Pennylane highlights a broader trend: the increasing intersection of sports and fintech. Fintech companies are drawn to sports sponsorships for their ability to reach a large, engaged audience and associate their brand with values like performance, innovation, and teamwork. Pennylane’s expansion of its existing deal underscores the success of the initial partnership and the potential for long-term value.
Data-Driven Sponsorships and the Role of Agencies
The involvement of agencies like Two Circles in securing media rights and launching the Top 14 Rugby TV streaming service demonstrates the growing importance of data-driven insights in sports sponsorship. Leagues are leveraging data analytics to understand fan behavior, optimize media distribution, and deliver targeted sponsorship activations. This allows sponsors to measure their ROI more effectively and refine their strategies accordingly.
The Future of League Sponsorship
The Top 14’s strategy offers valuable lessons for other sports leagues. Expect to see more leagues adopt a segmented sponsorship approach, offering brands opportunities to align with specific competition phases or events. The focus will likely shift towards creating unique and memorable fan experiences, leveraging digital platforms, and utilizing data analytics to maximize sponsorship value.
