Published on August 1st, 2022

Location: France

Bläkläder, new official partner of LOSC for 3 seasons!

SPORTFIVE, an international sports marketing agency, is proud to announce the new 3 season partnership between BLÅKLÄDER, manufacturer of workwear since 1959, and LOSC, French football club playing in Ligue 1 Uber Eats.

The Swedish brand enjoys double visibility on the back of the shorts of the men's professional team since the first match of the season against Auxerre this weekend (score 4-1).

A brand already well established in Europe :

With more than 60 years of experience in the textile industry, Blåkläder is one of Europe's largest workwear manufacturers today. The Swedish brand produces more than 4 million garments per year and distributes them in more than 17 European countries as well as in Canada, the United States and Japan. Their goal? Produce quality and sustainable clothing to protect the people who work hard and build the communities in which we live. 

To communicate about its products, its commitments, and increase its notoriety in Europe, Blåkläder has been particularly committed to sports sponsorship in recent years. Many partnerships have been concluded in football, motorsports and handball. Well established in France, the Swedish brand was a partner of the Men's, Women's and Youth Handball France Teams in 2019.     

LOSC to strengthen Blåkläder's reputation in France :

With the desire to strengthen this reputation in France, Blåkläder was advised by the international sports marketing agency SPORTFIVE, which identified LOSC as the most relevant asset to meet its objectives. The Swedish brand becomes the new Official Partner of LOSC for the next 3 seasons and will proudly be displayed on the back of the men's professional team shorts during official matches.       

By partnering with LOSC, the brand will benefit from significant visibility on match days at the Pierre-Mauroy Stadium (LED, fixed and interview panels, giant screen spots, etc ...) as well as visibility at the training center located at Domaine de Luchin. The company will also benefit from several VIP and individual seats to enjoy the LOSC matches and animate its public relations.  

In addition, Blåkläder will be accompanied by SPORTFIVE to activate its partnership and highlight the quality, reliability and innovation of its products. The international sports marketing agency will aim to help Blåkläder and LOSC build a coherent approach to make the brand known to fans and make them proud of the uniform they wear. For this, several campaigns will be carried out throughout the season including "brand content", the implementation of a fan match day experience and the sponsorship of club’s digital content.
A first campaign called "We recognize a pro by his equipment" was launched for the announcement of the partnership. It is based on the fact that all football players wear the proper equipment when they go out on the pitch. However, in the construction sector, work clothes are still not taken seriously by many. On a construction site, you do not play on the same field or with the same tools, but you have to be professional and to be proud of your achievements and be safe. There is appropriate equipment for each sector.  By appearing on LOSC shorts, Blåkläder affirms the quality and performance of its products and demonstrates the importance of wearing the right equipment!

Blåkläder is a quality, sustainable, responsible brand for whom performance is important and we will do everything we can to best reflect the brand's commitments and values through this partnership.

Laurent MORETTI, Managing Director France of SPORTFIVE

René-Jean DU COSQUER, Director France, said: "We are delighted with the partnership between Blåkläder and LOSC for the next three years. This is a real opportunity to promote our brand to football fans in France and Europe and to highlight our shared values such as excellence and team spirit.”

Olivier LÉTANG, President of LOSC Lille adds: "The partnership with Blåkläder responds to our desire to diversify our partnerships while promoting powerful, innovative and expert brands. We know that quality equipment designed for professionals is the key to their success and performance, which is why we strongly believe in our community of supporters adhering to the products offered by Blåkläder."

Laurent MORETTI, Managing Director France of SPORTFIVE concludes : "We are very happy with this new partnership between LOSC and Blåkläder and proud to be able to support them throughout the season. Blåkläder is a quality, sustainable, responsible brand for whom performance is important and we will do everything we can to best reflect the brand's commitments and values through this partnership. »


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.


    Since its inception in 1959 in the Swedish countryside, Blåkläder has its place on muddy construction sites, in the face of welding splashes and in harsh working environments. Blåkläder aims to offer a new experience through comfortable and functional workwear and safety footwear, without compromising style for construction, industrial and transport workers.

    The foundations of the brand are based on four pillars: functionality, comfort, design and durability. The Swedish manufacturer does not compromise on these principles, to ensure high quality products for its customers. For maximum control over the quality of its products and environmental and social standards, the Swedish manufacturer controls its entire value chain: product design and design, sourcing and manufacturing in its own factories, state-of-the-art marketing and logistics tools, local customer support, not to mention distribution via points of sale worldwide. Today, Blåkläder is present in more than 17 countries in Europe, North America and Asia and has an annual turnover of €200 million. 

  • About LOSC

    A stronghold of French football in the 1940s and 1950s, LOSC has shown constant sporting and structural progress since the early 2000s. With the inauguration in 2007 of the Domaine de Luchin, one of the most modern and efficient sports and administrative centres in Europe, LOSC has acquired solid foundations to build an ambitious modern history. A regular participant in European competitions (8 qualifications in the UEFA Champions League, 8 in the UEFA Europa League since 2001), LOSC has given itself an international experience and image. In addition to its remarkable sporting achievements, LOSC has also taken an essential step in its development by acquiring an ultra-modern 50,000-seat indoor stadium, the Stade Pierre Mauroy, in 2012. French champions for the fourth time in its history, in 2021, the northern club reached the 8th finals of the UEFA Champions League during the 2021-2022 season. Led by Olivier Létang, its Chairman and CEO, the Lille club continues to progress season after season, driven by an ambitious sporting and economic growth project based on high sporting performance, training and social and societal commitment.

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