Over the course of its 26-year existence, FISE Montpellier has developed from 25,000 attendees to 600,000 and as such as recruited several big name sponsors, each one more recognisable than the last.

Hurricane currently boasts the likes of Red Bull, Huawei, and Desperados but has set its sets higher due to high expectations of Paris 2024 exposure.

"We can definitely attract bigger sponsors and Paris 2024 will be a gamechanger for the sponsorship," Hurricane international development director Olivier Pascal told insidethegames.

"The appetite for these sports will increase because a lot of people will discover urban sports because of the Games and the Place de la Concorde venue – one of the best and nicest venues in the city.

"So we are really happy and confident that big brands will want to invest and get a lot of good value in return because these sports touch the youth as well as adults.

"They will be able to reach the younger generation which is a difficult demographic to reach."

FISE Montpellier has remained free for fans in every edition. 

It is essential for Hurricane to keep it that way and therefore the drive for bigger sponsors is never-ending, it is claimed.

France's first Olympic Games in 100 years presents huge potential for urban sports in FISE Montpellier's home country.

Breaking, which has been on the festival's programme since 2019, is due to make its Olympic debut at Paris 2024, while skateboarding, BMX freestyle, 3x3 basketball, and sport climbing are all making a second appearance.

"To keep it free is really also a focus for us," Pascal said.

"Why?

"Because we want as many people as possible to be able to attend.

"We want to welcome those who don't have the financial means and the people who don't know the sports and therefore might not pay to come because when you don't know about it you are not attracted to them.

"We want to keep it free. 

"The economic model is not easy, we need the institutional support, the private grants, the broadcaster's support and I truly believe we are in a good way to keep the festival free which is key."

In addition to increased attention from brands, Paris 2024 on the horizon has led to the French Government taking more interest in FISE Montpellier.

French Sports Minister Amélie Oudéa-Castéra delivered a talk at the Urban Sports Summit, which aims to bring stakeholders together to discuss the discipline's social, economic, and cultural developments.

The former tennis player shares Pascal's view of how Paris 2024 and FISE Montpellier will benefit from each other.