Pernod Ricard is to extend its sponsorship of the arts, according to press reports. Les Echos said yesterday that the French spirits manufacturer is to become the first sponsor of the future museum of primitive art in Paris.

The company has said it will provide €1m to finance construction of fountains and water terraces at the museum.

The museum is scheduled to open in the French capital in January 2006.

Pernod Ricard is already a sponsor of the Pompidou Centre in Paris.