French Ligue 1 club Olympique Lyonias has added food delivery service Deliveroo and menswear brand Teddy Smith to its sponsorship portfolio.
The agreements were brokered for the club by Lagardère Sports France. The Octagon agency was the brand-side adviser for the Deliveroo deal and will help activate the sponsorship.
Deliveroo’s multi-year contract makes the brand a Major Partner of OL.
Under the terms of the deal, the brand’s logo will be displayed on the back of the men’s team’s shirts in Ligue 1 matches and will be visible as a sleeve sponsor of the women’s team’s shirts in Division 1 féminine matches, as well as during the early rounds of the Women’s Champions League.
The company will also benefit from visibility within Lyon’s Groupama Stadium and their Groupama OL Training centre.
The move extends Deliveroo’s sponsorships in French Football, which already includes a major partner agreement with Ligue 1 champions Paris-Saint Germain.
A key competitor of the food delivery service, Uber Eats, is also active in the French Football market having announced a deal to become the Ligue 1 title sponsor from 2020-21 to 2021-22. The company will also be Olympique de Marseille’s shirt sponsor for the next three Ligue 1 seasons.
Teddy Smith has joined OL as an Official Partner for two years, from 2019-20 to 2020-21, in a deal reportedly worth $1m (€1.1m) per year.
Teddy Smith will get branding rights on the shorts of the men’s team. Additionally, the clothing retailer will gain exposure at Lyon’s Groupama Stadium and digital activations on the club’s media.
Teddy Smith has a long history of sponsorship in French football dating back to the brand’s front-of-shirt deal with Montpellier in 2001-02.