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New Balance breaks into France with Lille deal

Sportswear company New Balance has struck a partnership with French Ligue 1 football club Lille.

The length of the deal, which will begin with the 2016-17 season, was not disclosed.

Lille is the first French club to link up with New Balance, which will provide the first team kit and training wear.

“New Balance has successfully penetrated and quickly became one of the key players in the football market,” Lille president Michel Seydoux said.

“We feel we have partnered with a brand with whom we share the motivation to reach the top of the table.”