Boulanger upgrades Lille OSC deal ahead of Champions League campaign

The Boulanger retail group has upgraded its partnership with Ligue 1 club Lille OSC from shirt sleeve sponsor to Principal Partner.

Under the deal, the Boulanger brand will appear on the front of shirt in all Ligue 1 and Champions League matches this coming season, as well as on training apparel, and as an Official Partner of the club’s women’s and esports teams.

Lille qualified for the 2019-2020 Champions League by finishing second in Ligue 1 last season. The club played without a front-of-shirt partner for the entire season.

The electronics and household appliances retail brand has been a partner of Lille since 2009.

Read this: European Football Sponsorship Report 2018-19: Ligue 1

Marc Ingla, LOSC chief executive said: ” It is a source of pride to engage a brand of this dimension in our project – a northern [France] multinational with which we share origins, but also ambitions.

“We have the ambition to represent in the best way the success of the North and the Lille Metropolis, and to export it with determination, dynamism and energy – and enthusiasm on a European and international scale. “

Ingla also thanked Boulanger chief executive Étienne Hurez for his role in the partnership’s success.