AliExpress inks Olympique Lyonnais sleeve sponsorship

Online retail service AliExpress has signed on as Ligue 1 club Olympique Lyonnais’ new shirt sleeve sponsor for the duration of the current campaign.

Through the short-term agreement, which runs until the end of the 2020/21 season, the e-commerce brand will benefit from a marketing package of digital activations on the club’s media, along with activities around Lyon’s matches.

Alibaba Group-owned AliExpress’ logo will gain exposure via LED advertising as well as on 3D mats on the pitch at the team’s Groupama Stadium. The firm’s emblem appeared on Lyon players’ left sleeve during last weekend’s Ligue 1 home fixture against league leaders Paris Saint-Germain and will continue to do so for the remaining games of the season.

“We want to be more present in the daily life of our users and offer them even more services and localised content,” noted William Wang, General Manager of AliExpress France, on the agreement. “OL will support us in this speech, with all the passion that we know in football and their team.”

Last year, the club named Emirates as its new shirt sponsor, replacing automotive manufacturer Hyundai on the front of Lyon’s jerseys, in a five-year partnership.

Along with kit manufacturer Adidas, AliExpress completes the top tier club’s shirt sponsorship inventory.

Jean-Michel Aulas, President of Olympique Lyonnais, added: “This partnership with a global player in e-commerce confirms our brand strategy. We will learn a lot by aligning synergies and sharing our partner’s expertise in many areas. We will also be experimenting with new ways of communicating to reach fan communities.”