France’s new era has barely begun, yet Zinédine Zidane is already drawing crowds before a ball has been kicked. Fans have gathered outside French Football Federation headquarters for his official unveiling and again when he named his first squad for the four upcoming Nations League fixtures.
The public appetite is clear, but the financial value of the Zidane appointment remains harder to measure. France’s 1998 Ballon d’Or winner succeeds Didier Deschamps with an extraordinary profile, though the federation and its commercial partners are urging caution over any immediate “Zidane effect”.
Quick facts
- Zidane has taken charge of France after Didier Deschamps.
- His first squad was selected for four Nations League matches.
- Tickets for the Italy and Belgium matches at the Stade de France sold out at record speed.
- Turkey v France on Friday will be Zidane’s first match in charge.
- TF1 expects a strong television audience despite competition from the Pope Leo XIV vigil broadcast on France 2.
The FFF sees the new head coach’s popularity as a positive for its image, while stressing that the commercial consequences cannot yet be judged. Zidane’s arrival has certainly kept attention fixed on Les Bleus after the World Cup, but no one inside the federation is presenting it as a guaranteed business boom.
Pierre Viriot, brand and image director at EDF, said the choice of Zidane had maintained the excitement around the national side. He described the change as one France 1998 icon replacing another, but said the real impact would only become clear over time and would depend on Zidane’s ability to make the team succeed.
Crédit Agricole, a federation partner for more than 50 years, took a similar position. The bank said Zidane’s reputation was naturally exceptional, built through his career, achievements and journey in football, but insisted its agreement was rooted in a long-term relationship with the FFF and the France teams rather than any individual.
Nike, which will supply the federation for the next eight seasons, has also said it is too early to identify a commercial uplift from the new coach. Shirt sales remain healthy for the period after a World Cup, when club football traditionally takes more of the spotlight.
Still, there are early signs of momentum. The Stade de France dates against Italy and Belgium, the first two home matches of the Zidane period, sold out with unusual speed.
Friday night brings the first test on the pitch, with France travelling to face Turkey. TF1 anticipates a sizeable audience for Zidane’s debut, even with France 2 broadcasting the vigil for Pope Leo XIV from the Stade de France at the same time.
For now, the numbers offer only a first flicker rather than proof of an economic transformation. Zidane has restored a familiar silhouette to the France touchline; what follows will be decided by results as much as romance.
