Croix, October 6, 2025
Oney, a leading European bank in payment, consumer financing, insurance, and fraud prevention, and Decathlon, the global leader in sports equipment retail, announce a major strategic partnership that redefines affinity insurance for the European sports market. This partnership allows customers to benefit from a single partner for their insurance and financing needs, thereby simplifying their experience. This collaboration involves the specialized subsidiaries of both groups – Oney with ICI, Oney Insurance, and Decathlon Insurance – as well as Evy, a European specialist in the design and distribution of insurance solutions and integrated services for retailers.
By partnering with Oney, a historic ally of retail, Decathlon aims to become the leading player in sports insurance in Europe.
RETHINKING CUSTOMER EXPERIENCE: INSURANCE AND FINANCING AT THE HEART OF SPORTING USES
Drawing on the expertise of Oney and Evy, Decathlon now offers a completely omnichannel experience. Access to affinity insurance programs in stores is complemented by subscription processes on the brand’s websites as well as through a dedicated ‘post-purchase’ web platform.
With this partnership, customers benefit from unprecedented simplicity and consistency. There is no need to manage multiple contacts; everything is centralized to provide a smooth and harmonized experience. This unified approach ensures that all customer questions and needs are handled efficiently.
A novelty in the sports sector: insurance subscription, even for a sports item purchased outside Decathlon stores, is accessible via this ‘post-purchase’ web platform.
Finally, all the processes built by Decathlon, Evy, and Oney are part of a desire to simplify uses and improve the experience for customers. All processes have been designed to simplify the management of insurance and financing, with a strong promise: 95% of support requests processed in less than 24 hours, for optimal responsiveness.
MORE COMPREHENSIVE AND MORE RESPONSIBLE: A NEW GENERATION OF INSURANCE OFFERS
This partnership is part of a dual ambition.
On the one hand, to meet customer needs by supporting them in all their moments of life and for all uses. Decathlon will indeed offer, through this reinvented customer experience, an extended range of insurance covering new, used, and rental purchases, etc.) and this on a very wide range of products (bicycles, tents, stand-up paddleboards, paddle rackets, fishing equipment, trampolines, connected watches, etc.). Decathlon will integrate its existing programs and future developments to offer ever-stronger protection for sports equipment. Oney’s financing solutions complement this offer, allowing customers to choose the payment method best suited to their situation. For the customer, there is no need to juggle multiple players; thanks to unified support, athletes benefit from a simplified experience, perfectly adapted to their needs.
On the other hand, to encourage repair rather than replacement, Oney and Decathlon want to position insurance as a means of extending the lifespan of equipment and thus reducing their environmental impact.
AN AFFIRMED INTERNATIONAL DIMENSION
Currently deployed in France, Belgium, Spain, Portugal, and Italy, this partnership will continue its expansion across Europe in the coming weeks, with launches planned in other European countries, thereby strengthening the international dimension of this strategic collaboration. It illustrates the willingness of both groups to reinvent the daily lives of athletes by combining innovation, accessibility, and responsibility.
Guillaume TROUVE, Leader Decathlon Insurance: “We are proud to announce a strategic partnership on a European scale between Decathlon and Oney. Our goal is clear: to reinvent the daily lives of our customers by simplifying their processes! This partnership illustrates Decathlon Insurance’s desire to renew itself and offer an enriched customer experience, adapted to consumption habits and which will contribute to a more sustainable future.“
Julien CAILLEAU, Deputy CEO of Oney: “This partnership with Decathlon illustrates our common ambition: to offer a global customer experience, where insurance and financing complement each other to meet the needs of athletes. By combining our expertise in affinity solutions and flexible payment, we simplify access to sport while preparing for the future with offers that are always more adapted and responsible.”
BETTER UNDERSTANDING THE SPORTS MARKET
A solid market
Forecasts announce an average global annual growth of +4.5% by 2029 (source GFK – 2023). The market was around 10 billion euros in 2023 (source Xerfi), with growth in France of +2% in 2024 compared to 2023, and a strong increase of +35% compared to 2019. (Source: BPCE Payment Barometer – L’observatoire 2025)
After a dynamic post-Covid period, the sports equipment market (accessories and sportswear) in France is experiencing a certain slowdown in 2024 and 2025, caused by the end of investments related to the Olympic Games and the saturation of certain segments. (Sources: BPCE Payment Barometer – L’observatoire; Institut Professionnel des Métiers du Sport – IPMS; Xerfi).
The quest for the best price and omnichannel at the heart of brand priorities
83% of consumers compare prices online before buying, a sign of strong attention to the best price. Accessibility to all services, regardless of the channel (physical or digital) is also a growing expectation. Online sales now represent more than 25% vs 15% in 2012 (Source: independant.io website)
The sports equipment market supported by seniors
The average basket is established at 68€ in 2023, with a notable contribution from seniors (+54 years) who represent 21% of spending, with an increase of +4% in 2023 compared to 2022. (Source: BPCE Payment Barometer – February 2024)
More individual and more connected sports practice
Outdoor sports practice is favored by 60% of French people. This trend now exceeds home sessions (46%) and indoor activities (31%). Individual sports (running, cycling, swimming) continue to attract an audience in search of autonomy, flexibility, and well-being. Tracking applications, connected objects, and online coaching platforms that allow personalized support have become popular in sports practice. (Source: Ipsos, IPMS)
ABOUT ONEY
Oney is a different, unique bank, born from commerce. A partner in the transformation of commerce for over 40 years, Oney designs payment, consumer financing, insurance, and fraud prevention solutions. Creator of installment payment in 2008, Oney is the leader in the BNPL (Buy Now Pay Later) market in France. Strategic ally of more than 37,000 merchants, Oney supports the purchases and projects of nearly 7 million customers in Europe by offering digital, simple, and fast shopping experiences. Every day, our 1900 talents, in 10 countries, drive the ambition to be a more human and responsible bank, a major player in consumer financing in commerce in Europe.
With the support of its two shareholders, BPCE (50.1%) and ELO (formerly Auchan Holding at 49.9%), Oney combines the best of banking and commerce. Within the BPCE Group, Oney operates within BPCE Digital & Payments, a hub for payment, digital, and data expertise.
For more information: www.oney.com
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ABOUT DECATHLON
A global multisports brand addressing both beginners and high-level athletes, DECATHLON designs innovative sports equipment for all levels of practice. With 101,100 employees and 1,817 stores worldwide, DECATHLON and its teams have been working since 1976 with a constant ambition: to move humanity through the magic of sport, to help them live healthier and happier in a sustainable future.
More info: https://www.decathlon.media
PRESS CONTACTS
Oney: Burson Agency – oney.presse@bcw-global.com / Alice Dalla Costa: +33 (0)6 21 81 07 95
DECATHLON France: media@decathlon.com