Olympique de Marseille Expands Digital Retail Strategy Through iGraal Partnership.

Roger Hampel

Image: Olympique de Marseille

Olympique de Marseille has announced a partnership with iGraal, naming the digital cashback platform as an Official Partner of the club.

Founded in 2006, iGraal counts more than 12 million registered members and operates across a network of over 1,500 e-commerce merchants in sectors including travel, fashion and retail.

Cashback Embedded Into OM Online Store Olympique de Marseille

A central component of the agreement is the integration of iGraal’s cashback mechanism directly into Olympique de Marseille’s official online store.

Under the programme, users will receive 10% cashback on purchases made through the club’s e-commerce platform. The accumulated balance can subsequently be withdrawn as cash. An additional acquisition-driven element includes a €10 sign-up bonus for new iGraal members registering via a dedicated link tied to the partnership launch.

E-Commerce as Fan Engagement Infrastructure

The agreement reflects a broader trend among European clubs leveraging affiliate-style partnerships to increase digital conversion rates and expand monetisation beyond ticketing and broadcast revenue.

By integrating cashback into its official store, Marseille effectively introduces a value-based incentive mechanism aimed at increasing repeat purchase frequency and broadening its online retail footprint.

For iGraal, the partnership offers direct access to one of France’s largest football communities, aligning brand visibility with a highly engaged supporter base.

Executive Comments

Alessandro Antonello, Chief Executive Officer of Olympique de Marseille, said:

“This partnership with iGraal reflects our development strategy: building an ecosystem of partners capable of enriching the OM experience in different ways. Partnering with iGraal means choosing a partner that shares our commitment to proximity with supporters and allows us to extend the bond we have with them beyond the stadium.”

François Despruniee, Marketing Director of iGraal, added:

“Partnering with Olympique de Marseille means joining a passionate community. At iGraal, we aim to provide savings and benefits that are directly useful to fans, strengthening the link between their passion for the club and their supporter experience.”