Teddy Riner has suffered his first commercial setback , just three days after announcing his candidacy for the 2027 presidential election. Saxo Bank has decided to suspend the five-time Olympic judo champion's participation in its latest advertising campaign. This decision, directly linked to his entry into the race for the Élysée Palace, puts his numerous commercial partners in a difficult position. Contrary to initial reports, however, this is not a confirmed termination of the entire sponsorship contract, but a suspension agreed upon by both parties.
Saxo Bank suspends its advertising campaign with Teddy Riner
The decision was announced this Thursday. Saxo Bank, an institution specializing in investment services and online brokerage, has chosen to suspend Teddy Riner's participation in its latest publicity campaign, just days after the announcement of his presidential ambitions.
The company explained the reasons for this decision: "We have taken note of Teddy Riner's announcement regarding his candidacy for the French presidential election. In order to comply with applicable regulations, it has been mutually agreed to suspend his participation in the campaign."
The bank did not specify the financial consequences of this suspension, nor whether other business transactions with the judoka are affected. No figures related to the partnership were disclosed.
A candidacy that takes his business partners by surprise
On Monday, Teddy Riner announced his candidacy for the 2027 presidential election in a video posted on his social media. At 37, the French champion, holder of five Olympic titles and eleven world titles in judo, has chosen to enter politics, presenting himself as a candidate "neither right nor left".
His entry into the electoral race has also raised questions about the political balance of power. According to a Toluna Harris Interactive poll, 22% of supporters of La France Insoumise might consider voting for him . Another Ifop poll indicates that 22% of French voters might consider giving him their vote, but a Cluster17 survey gives him only 2% of voting intentions compared to seventeen other candidates. These results reflect different electoral realities.
This announcement surprised several of its business partners, who had not been informed of its decision. Some companies quickly initiated internal discussions to determine the impact of this candidacy on their advertising commitments.
One of the sponsors even organized a crisis meeting as early as Tuesday morning at 6 a.m. In a message to its employees, the company reiterated its commitment to its "principle of neutrality ," while specifying that it had not been informed of the judoka's political intentions.
More than a dozen business partnerships are involved
Teddy Riner has a particularly large portfolio of partners for a French athlete. Among the brands associated with his image are Carrefour, the fitness chains Keepcool and Neoness, the nutritional supplements Bion3, the equipment manufacturer Fight Art, the watchmaker Audemars Piguet and the food brand KoRo.
These companies have signed commercial agreements with an Olympic champion whose popularity extends far beyond the world of sports. His presidential candidacy now changes the situation, as their advertising campaigns could be perceived as a form of endorsement.
Ludovic Dumas, president of Nineteen Sports Group, the agency responsible for marketing Teddy Riner's image, acknowledged that he had not been informed of this decision before its announcement. He also clarified that the contracts negotiated by his agency did not contain any specific clause allowing for automatic termination in the event of political involvement.
The electoral law prohibits the financing of campaigns by companies
Teddy Riner's candidacy also raises the question of the separation between his advertising revenue and the financing of his presidential campaign.
Article L.52-8 of the Electoral Code prohibits legal entities, with the exception of political parties and groups, from participating in the financing of an election campaign, directly or indirectly. Therefore, companies may neither finance a candidate's candidacy nor provide them with free services or benefits intended to support their campaign.
This ban does not mean that Teddy Riner must automatically renounce all his advertising contracts. However, he must guarantee that his commercial partnerships remain separate from his political activities and that the companies involved do not contribute, directly or indirectly, to his campaign.
The suspension announced by Saxo Bank is, at this stage, the first public decision by a commercial partner since the judoka entered the presidential race. No other sponsor has officially announced a similar measure.
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