French World Cup Team's Strike Leads Bank, Burger Chain to Drop Soccer Ads

Credit Agricole SA and hamburger chain Quick suspended advertising campaigns featuring the French national soccer squad after a bust-up between a player and the coach at the World Cup prompted team members to go on strike.

The French team, world champions in 1998 and runners-up at the last World Cup four years ago, are on the verge of elimination in the first round after a draw against Uruguay and a 2-0 loss to Mexico.

Striker Nicolas Anelka was sent home over the weekend after newspaper L’Equipe reported insults he’d flung at coach Raymond Domenech at half-time during the Mexico match. The rest of the team refused to train yesterday in protest. The affair has dominated news coverage in France. President Nicolas Sarkozy, Finance Minister Christine Lagarde and a host of former team members have criticized the players’ behaviour.

“Looking at the situation, Credit Agricole decided to suspend its current ad campaign,” the bank said in a statement today. A spokeswoman for the Paris-based bank said the situation was “disappointing.” She declined to be named.

Quick Restaurants SA, owned by buyout fund CDC Capital Investissements, suspended a poster and television ad campaign featuring Anelka for its Giant Max burgers. “After Saturday’s events, we spoke to Anelka’s agents and we all agreed it was best for both sides that we withdrew the campaign,” said Quick spokeswoman Valerie Raynal.

To qualify, France must beat South Africa in its final match tomorrow, and hope that Uruguay beats Mexico in the other group match, with the margin of victory in both games adding up to at least four goals. London-based William Hill has 8-1 odds against France qualifying. The team resumed training today.

Sponsorship Risk

“It’s all part of the risk you take on when you sponsor a team,” said Renaud Vaschalde, a Paris-based industry analyst at market researcher NPD Group. “Football is not just a sport but a game, with all the resulting elements of chance and luck and ups and downs.”

Nike Inc., the world’s largest maker of athletic shoes, next year will replace Adidas AG as the French national team’s shirt supplier, having agreed in 2007 to a 42.7 million euro ($52 million) contract running from 2011 through 2018.

Nike could pay even more if France performs well at the 2014 and 2018 World Cups. Nike didn’t respond to request for comment today.

Not all is lost for Nike, Vaschalde said. “This is a seven-year contract, and it’s normal that over the course of seven years a team has its ups and downs,” he said.

“The latest development is hurting the French team’s reputation,” Adidas CEO Herbert Hainer said today at a press conference in Herzogenaurach, where the company is based.

TV Rights

Societe Television Francaise 1, the French TV channel which has spent 87 million euros on exclusive rights and another 6 million to 7 million euros on production, may take a hit of 40 million euros if the team is eliminated, La Tribune reported today, without citing anyone.

TF1 didn’t respond to an e-mail seeking comment. In an interview with Le Parisien newspaper today, TF1 Chief Executive Nonce Paolini said “the absence of the French team in the second round would deny us extra revenue, but we had planned for this scenario.”

Lagarde, the finance minister, said on a LCI television talk show last night that she was “dismayed” by the events surrounding the team, but that it wouldn’t have an impact on the French economy.

“There might be an impact on some sectors, but we tried to measure the effect of the World Cup win in 1998 and we couldn’t,” she said. “Football is not the only thing in life, even if it feels that way sometimes.”

To contact the reporter on this story: Gregory Viscusi in Paris at gviscusi@Bloomberg.net.

Bloomberg reserves the right to remove comments but is under no obligation to do so, or to explain individual moderation decisions.

Please enable JavaScript to view the comments powered by Disqus.