Rugby is a sport driven by team spirit and cohesion, characterised by power, dynamism and fair play. This makes it a good match with the values conveyed by Peugeot, which explains the Brand’s desire to get into this sport.

Stade Toulousain in France

Peugeot’s venture into rugby is the fruit of a genuine passion at the beginning of the 90s, when the Regional Directorate of Toulouse established its first links with the Stade Toulousain team.

The values espoused by rugby, such as dynamism, aesthetics, commitment and cohesion, match Peugeot’s values.

Little by little, Peugeot and Stade Toulousain have built up their association:
- In 1996, Peugeot became Stade Toulousain’s partner, and the lion brand appeared on the players’ shirts.
- In 2001, in conjunction with web users, Peugeot created Ovalion, the Toulouse team mascot.
- In 2002, the Lion brand launched the Peugeot Kids Cup to leave its mark in the world of amateur rugby.
- In 2006, Peugeot and Stade Toulousain renewed their relationship of mutual trust, and celebrated 10 years of partnership.

This relationship goes even beyond a sports partnership: since the season 2002-2003 all the players have driven round the “pink city” in a Peugeot.

Beyond a bond between sport and business, Peugeot and Stade Toulousain have made a commitment based on the traditional and modern values: traditional by virtue of family spirit, conviviality and pioneering spirit, and modern by virtue of innovation, performance and aesthetics.

Other national commitments

Peugeot’s commitment to rugby is also pursued in partnership with national teams:
- since 2000, Peugeot has been the official partner of the Argentinean Federation and the national team “Los Pumas”.
- since 2006, Peugeot has been the official partner of the Uruguayan national team “Los Teros” and the national Federation, with which it organises the Peugeot Kids Cup locally.