Under the auspices of France's Minister of Foreign Affairs and International Development, Laurent Fabius, Atout France has signed an agreement with UEFA Euro 2016 SAS president, Jacques Lambert, to bolster France as a brand around the world through the 2016 soccer tournament. The agreement, signed into effect by Atout France CEO, Christian Mantei, and Lambert, on July 17, is equally seen as an aggressive marketing and public relations strategy for the country.
Atout France will coordinate with French embassies and consular offices to promote the tournament as well as encourage extended stays, before and after the UEFA Euro 2016, in and around France. "This represents an extraordinary opportunity to show the world our ability to welcome people all over the country," commented Mantei. "We all have to be ready for this." The soccer tournament, UEFA Euro 2016, will take place in France from June 10 - July 10, 2016 around the entire mainland. 2.5 million fans are expected to support their favorite teams, including an estimated 1 million foreign visitors. "We have a triple goal: To maximize benefits in terms of tourism, commerce and the economy," reasoned Lambert at the press conference. "We want to make this more than just a sporting event, for the benefit of France."