The Timeless Appeal of the Front-Facing Jersey
Published on
The front of a soccer jersey is not just advertising space; it is a symbol. It embodies the club's identity, the passion of its fans, and the collective memory of the sport. For a brand, appearing on it means entering into history and popular culture.
In 2025, this space remains one of the most powerful marketing levers in the sporting landscape, combining measurable visibility, emotional connection, and unique heritage potential.
This article explores the challenges of this iconic space.
In this Insight:
Omnipresent and Measurable Visibility
The front of a jersey offers continuous exposure: on the field, in television broadcasts, on social media, on merchandise, and even in video games. By wearing the jersey, each fan becomes a media outlet, transforming this visibility into a daily presence.
The partnership between PSG and Accor, which began in 2019, is a striking example. By appearing on the front-facing of the jersey under the ALL - Accor Live Limitless brand, Accor has benefited from global exposure and an immediate association with one of the most popular clubs in the world.
The figures speak for themselves:
+8 points in brand awareness among soccer fans between 2020 and 2024.
+3 points in “ popularity rating” over the same period, reflecting a tangible improvement in brand perception.
Source: Barosport OpinionWay x SPORTFIVE
Proof that the front of the jersey is not just about visibility: it helps to increase brand consideration and preference.
The Front of the Jersey: A Powerful Emotional and Heritage Lever
Being featured on the front of a jersey means being part of the fans' strongest emotions: the joy of victory, the passion of a derby, or the pride of a memorable season. This emotional dimension feeds into the perceived value of the sponsor and can, in the long term, transform the logo into a true cultural and heritage marker.
Studies show that this emotional connection translates into tangible benefits for brands:
83% of sports fans consider jersey sponsorship to be the most acceptable form of advertising.
76% believe that it improves a company's image.
More than one in two soccer fans would favor a product or service from a sponsoring brand.
Sources: Barosport OpinionWay x SPORTFIVE
These figures illustrate that the emotion generated by the jersey translates into brand awareness, preference, and engagement. Historical examples confirm this mechanism, as in the 1990s, the Shopi logo on the RC Lens jersey left its mark on an entire generation, creating a logo that became a symbol of the club's identity and an object of collective memory for fans. Similarly, LG on the Olympique Lyonnais jersey during the 2000s accompanied the club's domination on the French scene, and these jerseys are now highly prized collector's items, testifying to the heritage power of the front of the jersey.
In this way, the sponsor becomes an integral part of the club's history, where the fans' emotions sustainably enhance the brand's value.
Strategic Differentiation: The Front as a Platform for Influence
As a platform for strategic activation and expression, the front-facing end allows a story to be shared, a vision to be embodied, and a community to be unified around shared values.
The partnership between Hyundai and Olympique Lyonnais (2012–2020), supported by SPORTFIVE, perfectly illustrates this potential:
Hyundai's spontaneous awareness among Ligue 1 fans increased from 10% to 18%.
Among OL fans, it grew from 5% to 21%.
And awareness of the partnership as the main sponsor jumped from 34% to 69%.
Sources: Nielsen Sports
A concrete illustration of this strategy is the “Football Heroes” campaign, led by SPORTFIVE, which recognized volunteers and players in amateur football. Launched for the 2016/17 season and repeated the following year, the campaign allowed participants, nominated by their clubs, to be voted “Heroes” by the public and rewarded with experiences with OL, sports equipment, and the loan of a Hyundai vehicle. This initiative reinforced the brand's image of proximity and commitment while promoting the values of the Lyon club, and the videos produced for the occasion generated more than 2 million views (source: Ecofoot).
These results reflect the power of long-term anchoring: the front of the jersey acts as a living medium, influencing perception beyond the field.
Unique Marketing Opportunities for Brands
A symbol of belonging and worn with pride by fans, the jersey embodies the identity of a loyal and passionate community.
The brands displayed on the jerseys become major players in Ligue 1 McDonald's, with visibility throughout the season across France. They benefit from attractive and relevant marketing rights for their brand awareness and image, while also being able to engage in socio-environmental issues such as inclusion, diversity, and sustainable development.
SPORTFIVE supports brands in all aspects of marketing:
What the Market Says Today
The front-facing of McDonald's Ligue 1 jerseys is a powerful strategic lever for brands, combining massive visibility and measurable impact.
The example of MG Motor and Olympique Lyonnais perfectly illustrates this potential: brand awareness among Ligue 1 fans increased from 62% in January 2022 to 73% in July 2025, and purchase intent among OL supporters grew from 42% to 52% over the same period.
At the same time, long-term partnerships such as those between Samsic and Stade Rennais or Auchan and RC Lens demonstrate that stability and consistency with the club's identity strengthen the emotional link with supporters and extend the heritage value of the front of shirt.
In short, the front of the jersey in Ligue 1 is not just a logo: it is a strategic space capable of transforming visibility into brand awareness, consideration, and tangible engagement for brands.
For brands looking for sustainability and differentiation, the front-facing remains a unique strategic platform. It is one of the few marketing spaces capable of combining:
Massive, measurable exposure;
A strong emotional connection with millions of fans;
Long-term heritage potential.
In short, the front of the jersey is not just a space: it is a stage. It is where the passion of fans and the vision of brands come together.
When used effectively, it becomes something that no campaign can buy: a piece of shared history.
