French Ligue 1 football club Lille has entered into a partnership with traffic and navigation app Waze.
The deal, the length of which was not disclosed, is designed to ease congestion at Lille’s Stade Pierre Mauroy home ground (pictured) on match days.
The app will give Lille fans the chance to plan their route to the stadium, as well as provide traffic updates. A club-specific notification will also be launched on match days for Waze users.
Waze will also receive access to ‘Label Losc-Innov’, which promotes startups that have partnered with the club.
Lille’s commercial director, Yann Chevallier, said: “Helping to develop or associate with brands related to new technologies or innovations is one of the strategic pillars of the LOSC project. Waze has already proven itself and is used by millions of consumers every day. The main purpose of this partnership is to connect more with our supporters, to provide them with a service by trying to improve the information for their accessibility to the stadium in real time.”