Since the eve of the competition kick-off, Capgemini headquarters in Paris, located on Place de l’Etoile, transformed its façade during the 2007 rugby world cup.

Capgemini, a major consulting, technology, and outsourcing services company, is the official IT and consulting sponsor of the rugby world cup and the exclusive provider of IT systems for the tournament.

The management chose to celebrate its sponsorship by wrapping its worldwide headquarters with a giant canvas measuring 33 meters wide and 16 meters high (about 100 feet and 50 feet). The digitally printed canvas depicts Serge Betsen, third row forward of the French team, pitted against five players from other teams.

The design was developed by Athem, also based in Paris and well known internationally for its creative designs.