Intersport France has become the official retail partner for the French Football Federation (FFF) for four seasons until 2021, focusing on the three French national teams (men, women and youth) and amateur football, involving about 4,000 affiliated clubs. The deal will enable Intersport to make special offers to French football clubs and their members, and to take advantage of the partnership for in-store, online and other marketing activities. At the same time, Intersport has decided to increase its presence around football games of the first and second French football leagues. For the 2017/18 season, the buying group has formed partnerships with nine clubs in the Ligue 1, including Olympique de Marseille, FC Nantes, Stade Rennais and AS Saint-Etienne, and four clubs in the Ligue 2, including Nîmes Olympique and Quevilly-Rouen. Intersport will become more visible on the hoardings at these clubs and through marketing activations such as the management of contents for What The Foot, a football community on Facebook. Football accounts for about 10 percent of the retailer's turnover. That makes it the largest sports category at Intersport France, which claims a French market share of about 35 percent in football shoes.

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