Published on August 4th, 2025
Location: France
TOYOTA in France, new Premium Partner of LOSC
Paris, July 31, 2025 – LOSC and Toyota France are pleased to announce the conclusion of a premium partnership between the two entities. With the support of SPORTFIVE, an international sports marketing agency, the renowned car manufacturer based in northern France has joined forces with the Lille club for a period of three seasons. The Toyota logo will appear on the jerseys of both the men's and women's LOSC teams.
A major player in the automotive manufacturing and mobility for all market, Toyota made its commercial debut in France in 1971 and established its regional presence in 1998 with the construction of its only Toyota production site in France. Located in Onnaing near Valenciennes in the 59 department, Toyota Motor Manufacturing France produces the Yaris and Yaris Cross for the European market. The site is recognized as the leading French automotive site, with nearly 280,000 vehicles produced in 2024.
This partnership between LOSC and TOYOTA in France brings together two institutions that share a taste for rigor, innovation, and a job well done. It is a meeting of convictions, and we are proud to have contributed to its creation.
Xavier Oddone, Managing Director, SPORTFIVE France
Driven by shared values such as teamwork, hard work, excellence, and ambition, LOSC and Toyota are now joining forces through a three-season partnership that will see the famous car manufacturer's logo appear on the Dogues' Ligue 1 McDonald's jersey, at the bottom of the back. Toyota will also be featured on the LOSC Women's team jerseys (on the pocket) during Second League matches.
LOSC is delighted with this new partnership with an international institution that has long been established in our region and would like to thank the Toyota Group in France for its commitment to the club.
Olivier Létang, Managing Director, LOSC: "We are proud of this new partnership, which we welcome with great enthusiasm. Toyota is a major player in the automotive sector, known and recognized worldwide for its high standards, performance, and innovation. Like Toyota, LOSC is constantly seeking to reinvent itself and push its limits, while remaining true to its roots."
Rodolphe Delaunay, President of Toyota Motor Manufacturing France: “Toyota has chosen to strengthen its commitment to the region that hosts its production site. This new partnership with LOSC is excellent news for the region and for the brand's local and national visibility. Toyota is now a partner of both of the department's iconic clubs. I am very proud of that.”
Xavier Oddone, Managing Director, SPORTFIVE France: “This partnership between LOSC and TOYOTA in France brings together two institutions that share a taste for rigor, innovation, and a job well done. It is a meeting of convictions, and we are proud to have contributed to its creation.”
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About SPORTFIVE
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, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Manon Le Clair
Communication Officer
manon.leclair@sportfive.com +33644365373
