Peugeot returns as principal partner of FC Sochaux-Montbéliard for five years

A renewed partnership that brings back memories of this club’s finest years.

In 2015, Peugeot caused a stir when it decided to end its long-standing historic ties with FC Sochaux-Montbéliard (FCSM). A major name in French football, the club may not have matched the image the lion brand wanted to project at the time. More than ten years on, the French manufacturer has clearly changed course.

Peugeot and FC Sochaux-Montbéliard reunite in Sochaux

On Wednesday 11 March, both parties gathered at Peugeot’s historic Sochaux plant to formally confirm their renewed relationship. Peugeot will once again become the club’s principal partner for five years. As a result, the familiar lion logo will return to the shirt for Sochaux’s next National match on 13 March.

A sponsorship agreement, not a stake in the club

As Auto Plus points out, this is strictly a sponsorship deal rather than Peugeot taking a shareholding in the club.

Sochaux targeting Ligue 2

In any case, the announcement is a welcome one for Clément Calvez, President of FC Sochaux-Montbéliard, who says:

"Since 2023, we have been rebuilding FC Sochaux-Montbéliard around clear fundamentals: the strength of the sporting project, the social dimension and a strong local footing. Peugeot’s return alongside us gives even more meaning to this vision. It is a strong signal for the club, for our area and for everyone who believes in the future of FCSM."

Alain Favey, Chief Executive Officer of the Peugeot brand, struck the same tone, adding:

"The brand is proud to be taking part in this new phase of development, which restores the full meaning of a shared history built on industry, sport and local pride. Together, Peugeot and FCSM are opening a new chapter, focused on the future, continuity and shared ambition."

The club now intends to climb back up the divisions step by step. The initial goal is to secure promotion to Ligue 2 at the end of this season, with the longer-term hope of returning to the top flight and reclaiming the place it once held among the elite of French football. For Peugeot, the move also clearly helps rebuild goodwill among French supporters, after the 2015 decision left many disappointed.