RC Lens, of French soccer’s top-tier Ligue 1, have signed a new sponsorship deal with the French division of global recruitment company Randstad for the next three seasons.

The agreement, which runs until the end of the 2024-25 season, was brokered by Sportfive, the international sport marketing agency which is the exclusive marketing partner of the team.

As part of the deal, Randstad’s logo will appear on the upper back of the shirts of the Lens men’s and women’s teams.

The brand will also have visibility on various club media LED displays, billboards, and signage.

Online betting firm Winamax features on the lower back of Lens’ shirts, while retail company Auchan has prominence on the front of the team’s kits.

Meanwhile, Nice have unveiled VBET, the online gambling company, as a new major partner in a three-year deal.

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The betting firm’s logo will feature on the team’s shorts for league games until 2025.

VBET will have visibility at Nice’s Allianz Riviera stadium during home games as well as on the club’s digital platforms.

The bookmaker will also broadcast exclusive content and organize events and competitions as well as numerous digital activations during the season to engage with Nice fans.

VBET already has a presence in Ligue 1 under a partnership with Monaco.

Ineos, the multi-national industrial and chemicals giant and its brands feature on the front, back, and sleeves of Nice’s shirts.

Elsewhere in France, Saint-Etienne and ZEbet have extended their partnership until 2024.

The international online betting firm’s logo will continue to be present on the lower back of the team’s shirts for another two seasons.

The renewal was negotiated by Sportfive.

ZEbet has sponsored Saint-Etienne since the 2019-20 season. In previous campaigns, the betting brand’s logo has appeared on the front left of the first team players’ shorts, training, and pre-match kits.

The club will compete in the second-tier Ligue 2 next season after being relegated from the top flight.

Napoli, of Italy’s Serie A, have named soft drinks giant Coca-Cola as a new global partner.

Under the agreement, the brand will have pouring rights at the club’s Diego Armando Maradona stadium and exclusivity in the soft drinks category.

The Neapolitan outfit and Coca-Cola will also collaborate on visibility activities and point-of-sale campaigns, social content, and the distribution of tickets for the stadium and dedicated merchandising.

English Premier League champions Manchester City, meanwhile, have announced a regional partnership with 8Xbet, the Asian online sports betting company.

The brand will serve as the club’s official betting partner in Asia.

8Xbet will collaborate with Manchester City to produce content pieces throughout the partnership.

As part of the new agreement, 8Xbet, which is licensed and regulated in the UK by the Gambling Commission, will also have exposure through LED inside the Etihad Stadium and a regional presence in Asia across digital assets and the club’s Cityzens platform.

And Spanish LaLiga side Elche have renewed their shirt sponsorship deal with TM Real Estate Group for the 2022-23 season.  

The Spanish firm’s logo will continue to feature on the front of the team’s shirts for a seventh consecutive season and in the club’s centenary year.

US sportswear giant NIKE is Elche’s kit supplier.