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Published on July 22nd, 2024

Location: France

RC Lens strengthens its partnership with Boulanger

Paris, July 22nd 2024 - So good together! Racing Club de Lens has strengthened its partnership with Boulanger, a specialist in household appliances and multimedia, for the 2024/25 and 2025/26 seasons. This renewed partnership is illustrated by the presence of the Boulanger logo on the front of the shorts worn by the Lens teams. An agreement powered by SPORTFIVE, an international sports marketing agency.

A partner of Racing since 2015, Boulanger is extending its visibility on the club's equipment for the next two seasons. So, for the first time in the history of this partnership, the brand's ‘Bbloc’ logo will adorn the front of the Sang et Or's shorts in McDonald's Ligue 1, the Second Women's League and the blind football championship.

With Boulanger at its side, Racing has gone from Ligue 2 to Ligue 1, including qualifying for the Champions League and the Conference League. This new stage marks the bond of trust between the two entities, whose shared commitment is unwavering and whose shared values are similar: respect, loyalty, proximity and simplicity.

Benjamin Parrot, Managing Director of RC Lens, commented: “Committed to ambition and loyalty, we are delighted to be consolidating our partnership with Boulanger, which began in 2015 when the club was in Ligue 2. This consistency is testament to the solidity and depth of our partnership, which has now been extended to include the Boulanger logo on the shorts of the men's professional team, the women's national team and the cecifoot. We're delighted to be working together to bring a new dimension to this important partnership. It's only natural that we should strengthen our relationship with a company that is well established locally and a key player nationally. Thank you to the Boulanger teams for their trust and loyalty.”

Kelly BOCHET, Boulanger Communications Director: “We are delighted to be strengthening our partnership with RC Lens for the next two seasons: an emblematic team in the region with whom we share the same values of respect, proximity and competitive spirit. We are particularly delighted that we will also be working alongside the women's team and the blind football team next season, reflecting our shared commitment to inclusion and diversity. We are already looking forward to sharing with the club, its supporters and our customers a wonderful year under the Sang et Or colours.”

Xavier ODDONE, Managing Director of SPORTFIVE France: “SPORTFIVE is honoured to accompany Boulanger and RC Lens in this adventure that has been going on for almost ten years. It's a relationship of loyalty and shared values in every way. We can't wait to see the Sang et Or sporting the brand's logo on the pitch.”

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    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.

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