New Balance Confirms LOSC LILLE Extension

  • 02-MAR-2021

Tuesday 2nd March 2021, New Balance has today announced an extension to the current sponsorship agreement with Ligue 1 Club, LOSC LILLE.

The sponsorship extension will see the brand manufacture all technical kit and training wear for the French Club, creating the biggest product range in LOSC history, with four kits per year and pinnacle footwear collaboration launches each season.

LOSC LILLE has a rich 76-year history, nurturing some of Europe’s most exciting footballing talent. The multi-year relationship will also see New Balance work alongside the Club to tell its story through first team and Academy players.

General Manager of New Balance Football, Kenny McCallum said: “New Balance is excited to build on what’s already proven to be an incredibly successful relationship with LOSC LILLE.  The club’s wealth of history and commitment to development really mirrors our own heritage in sport and desire to innovate. We’ve been side by side in some of the most successful seasons in recent times, during which we’ve seen LOSC’s influence across Ligue 1 and Europe grow. The Club has so much potential, we’re really ambitious about the future and re-defining what it really means to be a kit supplier”

Chairman, Olivier Létang of LOSC LILLE said: “We are very happy to continue this partnership with New Balance. We are two great football challengers, two “game changers”, and besides our common values and the great relationship that already links us, we share strong ambitions on and off the pitch. In a period where the health and economic crisis requires us to reinvent ourselves, with New Balance we have the ambition to innovate and bring some freshness. This partnership is powerful and ambitious and enables LOSC to further develop its product and merchandising offer, with the aim of increasing the Club’s profile in France and around the world”

As part of the deal, LOSC LILLE product will be sold through New Balance retail stores globally. The sponsorship maintains the application of the brand’s technical expertise in one of Europe’s elite leagues.


About New Balance Football

New Balance Football takes an original approach to designing and developing product, focusing on the unique needs of the player and the game. This is reflected in the quality of the sponsorships it has secured, including an enviable line up of some of the world’s great football clubs including FC Porto, Athletic Club, LOSC LILLE and national football teams, Costa Rica and Panama as well as a roster of top flight players who excel at the highest level of the game. For more information about New Balance Football, visit  New Balance Football can be found on Facebook, Twitter, Instagram).

About New Balance

New Balance Athletics, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 7,000 associates around the globe, and in 2019 reported worldwide sales of $4.0 billion. To learn more about New Balance, please visit and for the latest press information please visit

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