Ligue 1 Uber Eats: How do clubs work on their local identity? (2/3)

The history of Lens is closely linked to the mines. The club is an offshoot of the Compagnie des Mines, which sponsored it in the early 1930s. More broadly, the club is closely associated with the era of industrialisation in France. Our challenge, in a region that has seen the closure of mines and tragedies, is to maintain this culture by giving it a modern tone and style, perpetuating traditions and respecting history," said Benjamin Parrot, brand and revenue director at RC Lens.

How do you work on your local identity? This was the question News Tank Football asked nine of the 2022-23 Ligue 1 Uber Eats clubs. Three of them provide their responses in this second part (of three): RC Lens, FC Lorient and Toulouse FC.

"After the club was taken over in July 2020 (by the investment fund RedBird Capital Partners), the general objective was to bring it closer to its city, its department and its region to make it the major club in the Occitanie region. We began by redefining our brand identity and, in particular, our communications. The brand platform is available in two languages, French…