March 2 – US sportswear brand New Balance has extended its current sponsorship agreement with France’s Ligue 1 leaders LOSC LILLE.
The multi-year sponsorship extension will see the brand manufacture all technical kit and training wear. The club said it will see the creation of the biggest product range in LOSC history, with four kits per year and footwear collaboration launches each season.
The agreement will cover both first team and Academy players.
Olivier Létang, chairman of LOSC Lille said: “In a period where the health and economic crisis requires us to reinvent ourselves, with New Balance we have the ambition to innovate and bring some freshness. This partnership is powerful and ambitious and enables LOSC to further develop its product and merchandising offer, with the aim of increasing the club’s profile in France and around the world.”
As part of the deal, LOSC Lille product will be sold through New Balance retail stores globally. Other New Balance football partnerships include FC Porto, Athletic Club, LOSC Lille and national football teams, Costa Rica and Panama.
General Manager of New Balance Football, Kenny McCallum said: “New Balance is excited to build on what’s already proven to be an incredibly successful relationship with LOSC LILLE. The club’s wealth of history and commitment to development really mirrors our own heritage in sport and desire to innovate. We’ve been side by side in some of the most successful seasons in recent times, during which we’ve seen LOSC’s influence across Ligue 1 and Europe grow. The Club has so much potential, we’re really ambitious about the future and re-defining what it really means to be a kit supplier.”
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