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Lille lands new shirt sponsor

French Ligue 1 football club Lille has signed a shirt sponsorship deal with DMAX, a premium moving company for businesses and individuals.

DMAX’s logo will feature on the left shoulder of Lille’s shirts for the remainder of the 2018-19 Ligue 1 season.

DMAX, a French company, will also benefit from brand exposure at Lille’s Stade Pierre-Mauroy as part of the agreement. The deal marks DMAX’s first with a Ligue 1 club and aligns with the company’s plans to expand in the Hauts-de-France region.

Lille has enjoyed a good start to the season and currently sits third in Ligue 1 after 12 games.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.