Marseille puts JuL label on shirt as local partnership enters fifth season

Olympique de Marseille have extended their partnership with D’Or et de Platine for a fifth consecutive season, giving the record label founded by Marseille rapper JuL a new position on the club’s first-team shirt.The D’Or et de Platine logo now appears on the upper back of the jersey above the players’ names, increasing the visibility and commercial value of the partnership. Financial terms were not disclosed.The branding made its debut during Marseille’s home match against Paris FC after the renewal was announced on September 5.The move onto the playing shirt represents the main change to the agreement and gives D’Or et de Platine access to one of the club’s most valuable sponsorship assets across broadcasts, digital content and match photography.The renewal also highlights Marseille’s ability to build longer-term commercial relationships around brands with strong connections to the city.D’Or et de Platine was founded by JuL, one of Marseille’s most prominent music figures, allowing the partnership to connect two significant parts of the city’s cultural identity through football and music.That local relevance differentiates the agreement from more conventional sponsorships built principally around reach and brand exposure.Marseille and D’Or et de Platine plan to continue developing activations centred on the identity and culture of the city, with football and music remaining the core themes of the collaboration.The fifth-season renewal comes as Marseille continue to develop their sponsorship portfolio across both domestic and international partners.The club recently extended their relationship with Côte d’Ivoire’s tourism programme Sublime Côte d’Ivoire until 2029, including increased sleeve visibility and activation around Ligue 1 matches and events in West Africa.Taken together, the agreements demonstrate two sides of Marseille’s commercial strategy: using the club’s international reach to attract overseas partners while monetising the distinctive cultural identity of Marseille through locally rooted brands.Moving D’Or et de Platine onto the first-team shirt gives the label materially greater exposure and provides Marseille with another piece of premium kit inventory supported by an established five-season relationship.