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Rap Star Takes Over from BetClic on Lyon Football Kit

6th November 2009 10:34 am GMT

Unable to display the name of their online gaming shirt sponsor until new French gaming legislation comes into force next year, French football club Olympique Lyonnais have hit on a novel way of utilising the space left by BetClic; giving it over to French rap star Kool Shen for the club's next league game against Marseille.

In what the football club claims is a first in Europe, Kool Shen, one of the major figures in French rap over the years and co-founder of popular hip hop group Suprême NTM, will be able to benefit from the shirt sponsorship in one of the biggest games of the season so far, adding significant promotion and advertising for his new album.

"I am passionate about football, and to find me on the shirts of the seven-time champions of France is a great honour," said Kool Shen. "In addition I am happy to be the first artist to enjoy this association. With BetClic, my album will be promoted in a unique area: football."

Nicolas Beraud, founder and President of BetClic said: "This event with Kool Shen, Universal Music and Olympique Lyonnais illustrates our commitment to be an active sponsor, not just of French sports clubs, but also and especially to their fans."

The unique and innovative shirt sponsorship agreement between BetClic, Olympique Lyonnais and Kool Shen (through Universal Music) is for one match only, taking place this Sunday evening at Lyon's Stade Garland stadium. The game will also be shown live on French premium pay TV channel Canal+.

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