In March 2020, Le Coq Sportif secured an agreement to supply apparel for the French Olympic and Paralympic teams for the Paris 2024 Games. The brand was awarded the kit deal as a result of an apparel supplier tender that was issued in September 2019. Three years later, and just one year ahead of the Olympics, Le Coq Sportif reportedly needs €30 million in equity this year to honor that deal, according to French newspaper Le Monde, based on a declaration by the brand’s head Marc-Henri Beausire. Beausire also said, however, that half of this sum has already been secured with shareholders and banks and that he hopes Le Coq Sportif will obtain a loan from the French state as a company “affected by the war in Ukraine.” Le Coq Sportif is controlled by investment holding Airesis. In an article that appeared on July 7, French sports daily L’Equipe pointed to delays in the design of the outfits and Le Coq Sportif not honoring all of its payments to the Paris 2024 organizing committee.

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