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Sponsorship & Marketing

Lyon extends long-running Sportfive association, signs Driveco deal

Featured image credit: Zakarie Faibis/CC BY-SA 4.0/Edited for size

Featured image credit: Zakarie Faibis/CC BY-SA 4.0/Edited for size

French Ligue 1 football club Olympique Lyonnais has extended its partnership with sports marketing agency Sportfive and signed a new deal with electric vehicle charging specialist Driveco.

Sportfive has served as the exclusive commercial agency of Lyon since 1997 and the new deal will run until 2029. Sportfive worked with the club as it moved to Groupama Stadium in 2016 and is also supporting OL Groupe’s plans for the under-construction LDLC Arena, which is due to open by the end of 2023.

Sportfive brokers sponsorship deals for Lyon’s men’s and women’s teams, the academy and LDLC Arena, which will be the largest indoor arena in France outside Paris. The arena has been designed by Populous, which released new renderings of the facility earlier this week.

Thierry Sauvage, general manager at Lyon, said: “We are happy to continue this adventure started with Sportfive, 25 years ago. Olympique Lyonnais is now an internationally recognised club that is part of a desire for continuity by forging a unique model while drawing inspiration from modern and high-performance concepts. 

“Sportfive has been able to support the club in the major stages of its development and will be able to put its know-how at the service of major projects to come.”

Meanwhile, Driveco has agreed a deal to become an official supplier of Lyon until 2025.

The partnership will support Lyon’s low-carbon mobility strategy, with the two parties working on the development of a co-branded charging card for electric vehicles.

The deal includes hospitality and ticketing benefits for Driveco, as well as visibility during matches of Lyon’s men’s team, and digital activations.

Cyrille Groll, business development director at Lyon, said: “The arrival of Driveco alongside us is perfectly in line with OL’s strategy deployed in recent years, to move towards a plan combining energy sobriety and self-consumption. 

“The synergies activated with Driveco, a leading player in carbon-free mobility, will allow us to fully apply this policy at all levels of the club and give a new dimension to our optimisation potential in terms of energy management and development of soft mobility around the stadium, in particular with the provision of electrical terminals for OL fans.”