Home furnishings retail chain Conforama has sealed a deal to become the new title sponsor of Ligue 1, the top division of football in France.
The agreement will run for three seasons, from 2017-18 to 2019-20.
Conforama struck the deal with the Ligue de Football Professionnel, which operates Ligue 1.
The agreement marks the third title sponsorship secured by the LFP in the past year, following Domino's being signed up for Ligue 2 and Orange penning a deal to sponsor e-Ligue 1.
LFP executive managing director Didier Quillot said that the deal with Conforama represented a “win-win” contract.
“The power of the media coverage of Ligue 1 will allow Conforama to gain visibility at a national and international level during matches,” he said. “This partnership will also improve the visibility of the brand at a local level through a very comprehensive communications system within the stadia on every day of the championship and in the context of various promotional and public relations activities.”
Antoine Brieu, the managing director of Conforama France, said that the exposure generated by the partnership – not least the fact that each team will have ‘Conforma’ on their shirts as part of the Ligue 1 logo – will provide a “tremendous opportunity.”
As part of the deal, Conforama will promote the championship in its stores.
Financial details of the deal were not disclosed, but reports suggest that the agreement is worth less than €10m ($10.7m) per year, with France Info suggesting an amount of €7m per year.