Traffic and navigation app Waze has partnered with French Ligue 1 football club Lille to enhance the fan experience on match days at Stade Pierre Mauroy.

Waze is a GPS navigation software that works on smartphones and tablets with GPS support and provides turn-by-turn navigation information and user-submitted travel times and route details, while downloading location-dependent information over a mobile telephone network.

The partnership will allow supporters to plan their journeys to the stadium, with the app to also inform fans of traffic updates to help them better plan their route.

Match days will also see Waze users receive a notification relating to the club. In return, Waze, which has almost 10 million users in France, will be promoted across ‘Label Losc-Innov’, the club’s platform which showcases its partnerships with startup organisations.

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 service by trying to improve the information of their accessibility to the stadium in real time.”

Such partnerships have proven popular among sports clubs and venues recently, with the likes of Uber and Lyft also tapping into the sector.

Stade Pierre Mauroy, which opened in 2012, has a capacity of 50,000 and was one of the host venues for the UEFA Euro 2016 national team tournament in France. The stadium has hosted basketball and handball events in the past, and was recently awarded hosting rights to the first edition of the International Volleyball Federation’s (FIVB) men’s Nations League Finals.

Image: Supporterhéninois