Destocking retailer Au Fil des Marques has entered into a two-year partnership with Ligue 1 football club FC Nantes.
Under a deal brokered by the Infront Sports & Media agency, Au Fil des Marques will use its move into football to roll out a series of activations promoting its expanding network of stores across France.
Nantes finished 13th in Ligue 1 following its return to the French top flight last season. In April, the club signed a four-year kit deal with UK sportswear manufacturer Umbro.