Belstaff is official outfitter to French football team OGC Nice

By

Sandra Halliday

Published
Jul 6, 2020

Belstaff has signed another deal designed to get its name and its products in front of more consumers with news that French professional football club OGC Nice has named it an official partner.

The almost-100-year-old brand will provide apparel to the team known as Les Aiglons (‘the young eagles’) when the players aren’t on the field.

Such deals are major marketing channels for both luxury and mass-market brands with plenty of designer names as well as high street retailers having signed up as official outfitters to football clubs.

“Our objective of building a team to compete, in the medium term, with rivals at the European Cup qualifications is a challenge at all times,” said Jean-Pierre Rivère, President of OGC Nice. “To have a prestigious partner like Belstaff at our side, with our shared drive, ambition to succeed, and passion for adventure, we know we can achieve great things together. Our partnership is a natural fit for the team and we are looking forward to this new journey.” 

Belstaff CEO Helen Wright added that the football club has “exciting ambitions for the future” and is clearly hoping that it realises those ambitions as the publicity knock-on effect for the brand could be huge.

Belstaff is preparing a “timeless and durable OGC Nice collection that will be worn by the players and staff of Les Aiglons during all official events”. The co-branded collection will be presented in the autumn. Meanwhile the Belstaff brand will also be displayed on the sleeve of the Aiglons’ match outfits and branding will be visible at the Allianz Riviera stadium, as well as at the Training Centre and Academy.