Olympique Lyonnais, the French soccer club, have today unveiled MG Motor France, a division of the UK vehicle brand, as a new major partner in a three-year deal.

Under the agreement, the company will serve as the Ligue 1 club’s sleeve sponsor in league and European matches from next season.

MG Motor replaces AliExpress, the online retail service owned by Chinese e-commerce giant Alibaba, which served as the team’s sleeve sponsor in a short-term deal in the 2020-21 season.

Veolia, the environmental services group, was Lyon’s previous sleeve sponsor for much of that season before AliExpress took over.

The new deal was brokered on behalf of MG Motor by Sportfive, the international sports marketing agency.

Sportfive has been selected as the brand's activation agency.  

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By GlobalData

Chinese-owned MG Motor is seeking to use the collaboration to support the development of its sales network in France.

The brand will activate the sponsorship through fan engagement initiatives including animations around MG electrified models at Lyon's Groupama Stadium.

MG Motor will also benefit from visibility at all matches at the Groupama Stadium through 3D mats and pitchside LED systems.

The partnership also includes include a marketing package of digital activations on the club's media channels and around the team's matches.

MG Motor becomes Lyon’s fifth major partner, joining Deliveroo, Teddy Smith, Groupama and Alila.