LOSC Lille and New Balance Extend Long-Term Kit Partnership Beyond a Decade.

Roger Hampel

Image: LOSC Lille

LOSC Lille has extended its long-term agreement with New Balance, continuing one of the most established kit partnerships in French football and reinforcing a collaboration that has been in place since 2016.

A Decade-Long Partnership Enters a New Phase LOSC Lille

The agreement marks the continuation of a relationship that began in 2016 and was previously renewed in 2021. With this latest extension, New Balance becomes the longest-serving kit supplier in LOSC’s history, underlining the stability of the partnership in a market where technical sponsorships often change frequently.

Over the past decade, the collaboration has coincided with key sporting milestones, including Lille’s Ligue 1 title-winning campaign in 2021 and recent European competitions, helping to elevate the club’s visibility both domestically and internationally.

Focus on Product Development and Distribution Expansion

The new agreement is expected to emphasise several key areas, including product innovation, expansion of merchandise ranges and growth of distribution networks.

The partnership will continue to combine performance-focused kit design with lifestyle-oriented collections, reflecting the increasing importance of merchandising as a revenue stream.

Expanding distribution — both physically and digitally — is likely to be a central component, allowing both brands to reach wider audiences beyond the club’s core market.

Executive Comments

Olivier Létang, President and CEO of LOSC, highlighted the importance of the renewal:

“This extension reflects a shared ambition to continue innovating and developing together, while reinforcing the attractiveness of the club’s long-term project.”

New Balance emphasised its commitment to supporting both performance and community engagement, underlining the role of the partnership in strengthening connections with supporters and investing in future development.