Ligue 1 football club Olympique Lyonnais has acquired jersey branding rights to the men’s and women’s team shirts of French basketball team LDLC ASVEL.
Under the new agreement, Olympique Lyonnais’ logo will appear on the front of the men’s jersey worn for French men’s basketball league games, on the front of the women’s jersey for their equivalent league games and on the back of the women’s jersey for Women’s EuroLeague games.
The shirt branding is a continuation of a relationship between the two clubs that began in March this year when the Villeurbanne-based club opened investment talks with its neighbouring football club.
The basketball club was attractive to Olympique Lyonnais because it is owned by French NBA legend Tony Parker, whose international profile, particularly in the US and China, chimes with the football club’s development plans.
In June, Olympique Lyonnais took a 25 per cent stake in the men’s LDLC ASVEL team for €3.4m ($3.7m) and invested €300,000 for a 10-per-cent stake in women’s team Lyon ASVEL Féminin.
Thierry Sauvage, general manager of Olympique Lyonnais, said: “Our links with LDLC ASVEL and LDLC ASVEL Feminine go well beyond a capital investment. Tony Parker is a formidable ambassador of the OL brand, which has raised its international profile. We are convinced that by activating all the synergies between our (club) brands, we will gain value in all territories.”
The basketball club will continue to play its home games at the Astroballe venue in Villeurbanne until the opening of Lyon’s proposed new arena, which would seat 10,000 to 15,000 people and be part of Lyon’s ‘OL City’ venture.