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Bids due at end of month for Lille’s stadium naming rights

(Photo by Naomi Baker/Getty Images)

French football club Lille OSC’s stadium is set to be renamed after the venue-owners, the European Metropolis of Lille (MEL), launched a tender for the naming rights.

The contract being offered to prospective sponsors will run until 2024, according to Hauts de France, the regional arm of public broadcaster France3.

When the possibility of selling the naming rights was first considered in 2013, it was thought that MEL hoped to receive €3.5m ($3.8m) per year.

That deal never materialised and Lille’s ground was renamed Stade Pierre Mauroy after the late mayor of Lille, who was once Prime Minister of France. His name will remain part of the stadium name, alongside any company who takes up the naming rights.

The invitation to tender is open until November 29 with negotiations then set to conclude on December 27. The new agreement will then commence on January 1, 2020.

Three brands signed up as stadium partners in 2013. It is reported that Bank Crédit Mutuel Nord Europe signed a €1.4m-per-year contract, French multi-national retailer Carrefour signed a deal worth €600,000 per year and real estate agency Nacarat agreed a sponsorship worth €200,000 per year.

All these companies were afforded billboard advertising at the venue. This will be incorporated in the naming rights package being offered by MEL.