New Balance announces an extension to the current sponsorship agreement with, LOSC LILLE. Expect four shirts a season, loads of lovely fan clobber and fancy footwear exclusive to the Ligue 1 Club.
Can we just shock you... we like New Balance. We like New Balance a lot! So hearing their continued involvement with one of our favourite French teams, is also very pleasing to hear.
The sponsorship extension will see the brand manufacture all technical kit and training wear, as well as creating the biggest product range in LOSC history.
Four, yes four, kits per year and pinnacle footwear collaboration, will launch each season.
With a rich 76-year history, LOSC LILLE have nurtured some of Europe’s most exciting footballing talent. The multi-year relationship will also see New Balance work alongside the Club to tell its story through first team and Academy players.
“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” – Kenny McCallum, General Manager of New Balance Football.
Chairman, Olivier Létang 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 'merch' will be sold through New Balance retail stores globally.
Did we mention that we really like New Balance?...