Leaders in state and local government view the Saints-France partnership as a potential boon for Louisiana.
Saints staff raised the French flag in front of their headquarters after announcing the France-Saints partnership in May. Wayan Barre/Télé-Louisiane
By Jonathan Olivier
In May, the New Orleans Saints announced a market expansion to France that seeks to grow partnerships between the two francophone regions. While concrete details are yet to be announced on what those connections will look like, local leaders are already planning for Louisiana’s increased visibility in the French-speaking world.
“This is no doubt a new chapter in our bilateral relations to promote Louisiana in France,” said Nathalie Beras, consul general of France in Louisiana. “Not only will this opportunity increase our trade, but we can also hope that it will attract more French investors, projects, tourists and talent here.”
This partnership is a part of the NFL’s Global Markets Program, which launched last year as part of an effort to encourage its U.S. football teams to engage fans around the world. The Saints’ French expansion is the team’s first entry into the program as well as the first time France has been chosen as a target market. Compared with other NFL teams, the Saints expansion is especially practical given the region’s historical ties to France, said Ed Verdin, public relations director for the Franklin city government.
“It not only becomes about introducing an international audience with football but, unlike any other NFL team, this will highlight the culture, people, food and music that has deep roots in France,” Verdin said.
Harahan Mayor Tim Baudier echoed a similar sentiment that this cultural connection differentiates Louisiana from other states and, thanks to the new partnership, it’s something that his town can build on. In particular, Baudier sees the partnership as a catalyst for developing a stronger intergovernmental and economic relationship between France and all of Louisiana. For instance, he said there could be a direct flight between New Orleans and Paris, more university partnerships, funding for more French immersion programs, and even the opportunity for Louisiana to have a more involved role in the Organisation internationale de la Francophonie (OIF).
In the meantime, Baudier said that Harahan is beginning its own francophone initiatives. “We are partnering with Alliance Française de La Nouvelle-Orléans to learn the language,” he said. “We’re developing sister city alliances with cities in Quebec and France, incorporating bilingual signage where practical as part of our wayfinding sign program, and exploring a K-12 French immersion program here in town.”
Francophone tourists have long been an important piece of Louisiana’s economy—they make up a large percentage of the visitors to Louisiana each year. Lieutenant Governor Billy Nungesser sees the partnership as a chance to provide another avenue for these tourists to come to Louisiana.
“With Louisiana’s historical connection to France, the granting of the New Orleans Saints international marketing rights in France is another opportunity to bring awareness of what our great state has to offer to an international market,” Nungesser said.