The Taste of Rugby
They have made and continue to make commitments, season after season, to local sports associations. Discover the stories of those who have chosen to associate their brand with amateur sport.
Learn all about what made this campaign a success
Le Goût du Rugby: Bigard Outfits Young Players from 100 Amateur Rugby Clubs Like Pros
Rugby is a school of life. From their earliest years, young players learn commitment, respect, and teamwork. These values are passed down from generation to generation, in every club and every village. Bigard wanted to celebrate them with the “Le Goût du Rugby” initiative.
More than 20 years supporting French rugby
A leader in the French meat industry since 1968, Bigard shares the values of commitment and passing on knowledge with the sport of rugby. As a partner of Castres Olympique, Stade Rochelais, and Racing 92, the brand has created, through “Le Goût du Rugby,” a natural synergy between the Top 14 and young amateur players—the budding champions who will shape the future of rugby.
100 Amateur Rugby Clubs Equipped Like the Pros
In its third season, in 2026, the initiative is supporting 100 amateur rugby clubs throughout France. Each team, from the U8s to the U14s, receives 20 full uniforms in the club’s colors, as well as tracksuits for its coaches.
As close as possible to the production sites
The sponsored clubs are located near the production sites of the Bigard Group, which also includes Socopa and Charal. In this way, the brand supports families in its local communities and reinforces its role as a local employer. The jerseys are personally presented by Bigard teams during special community events covered by Midi Olympique and Rugbyrama.
From Proximity to Brand Preference
By continuing its commitment to young amateur players, Bigard builds a close relationship with parents—who are there every weekend on the sidelines—and fosters brand loyalty among them.
With *Le Goût du Rugby*, Bigard proves that you can support rugby at every level, from the Top 14 to youth rugby programs. #ShareTheLoveOfRugby
A campaign conducted in collaboration with actforsport, a socially conscious communications agency.
