French Ligue 1 club AS Monaco and recruitment agency Triangle Intérim have extended their kit-related sponsorship agreement for two more seasons until June 2022.
The brand has been present on the left shirt sleeve of the team uniform since 2013, but has modified the positioning for the 2020-21 season so that the logo is on the right shoulder of the Kappa-manufactured shirt.
This is because fan engagement app Iqoniq has taken up the shirt sleeve position for the next two years as per an agreement signed earlier this year, which initially gave Iqoniq rights to branding on the team shorts.
The Triangle Intérim deal was negotiated directly between the club, led by Tyson Henly, sales director at AS Monaco, and the brand. Renewal discussions took place after the French league season was cancelled in April because of the Covid-19 pandemic.
SportBusiness understands that it was the club’s goal to retain Triangle Intérim as a premium partner – as well as the long-term relationship with Jean Mérafina, chairman of Triangle Intérim – and put in place plans to develop an additional branding asset on the shoulder.
The Infront France agency advised Triangle Intérim on the deal. Infront France is the brand’s retained agency and one of two or three agencies the club works with on an “introducer agreement” basis.
The sponsorship comes at a lower price point than the Iqoniq deal, given that the shirt sleeve position attracts greater visibility than the shoulder.
According to the club, the new sponsorship will strengthen the attractiveness of Triangle Intérim brand and accentuate the development of its activities in the Principality of Monaco, in France, and internationally.
Triangle Intérim’s initial one-year deal with AS Monaco in 2013-14 saw the brand positioned on the left shirt sleeve, as well as all training and warm-up jerseys.
The deal was renewed for the 2014-15 season and then for two more years in 2015, from 2015-16 to 2016-17. Further deals maintained the brand’s position on the shirt sleeve at the end of the 2019-20 season.
AS Monaco’s kit supplier deal with Kappa runs until the end of the 2024-25 season. Its deal with shipping and logistics business Fedcom as main sponsor is “ongoing”, the club said.