Lyon selects AliExpress as short-term sleeve sponsor

Olympique Lyonnais has landed online retail service AliExpress as its shirt sleeve rights sponsor for the remainder of the 2020/21 season.

Under the terms of the contract, the e-commerce brand will benefit from a marketing package of digital activations on the club’s media, along with activities around Lyon’s matches.

Alibaba Group-owned AliExpress’ logo appeared on Lyon players’ left sleeve last weekend during the French side’s Ligue 1 clash with table toppers Paris Saint-Germain at the Groupama Stadium. The brand was also visible on 3D mats on the patch and the LED system.

Jean-Michel Aulas, President of Olympique Lyonnais, noted: “This partnership with a global player in e-commerce confirms our brand strategy. We will learn a lot by aligning synergies and sharing our partner’s expertise in many areas. We will also be experimenting with new ways of communicating to reach fan communities.”

Last year, the club named Emirates as its new shirt sponsor, replacing automotive manufacturer Hyundai on the front of Lyon’s jerseys, in a five-year partnership.

Along with kit manufacturer Adidas, AliExpress completes the top tier club’s shirt sponsorship inventory. 

“We want to be more present in the daily life of our users and offer them even more services and localised content,” added William Wang, General Manager of AliExpress France, on the agreement. “OL will support us in this speech, with all the passion that we know in football and their team.”