Former France and Liverpool soccer star Djibril Cissé has agreed a personal endorsement deal with New Balance.
The 36-year-old striker, who currently plays for third-tier Swiss club Yverdon Sport FC, will serve as a brand ambassador for the sports footwear company, and will promote the brand on social media.
Cissé boasts over 700,000 followers on social media platform Instagram.
“He has extraordinary strength,” said Arnoud de Verduzan, director of sports marketing for New Balance in France and Belgium. “Moral, mental and physical. This corresponds well to the brand’s values.”
Belgian FA clocks in with Ice-watch
Meanwhile the Royal Belgian Football Association (KBVB) has agreed a partnership with Ice-Watch.
The deal sees the watchmaker serve as the official timekeeper of all matches organised by Belgian soccer’s governing body until 31st December 2022.
A Belgium-branded collection of watches will be released in the coming weeks.
As part of the partnership, Eden Hazard, who plays for the Belgium national men’s soccer team as well as English Premier League club Chelsea, has also been named as an Ice-Watch brand ambassador for the next 12 months.
Hazard said: “I am proud to wear the colours of a brand whose origins, enthusiasm and exciting boldness I share. Together we are accessible to all generations, countries and cultures. These are exactly the same qualities as the game of football, the unifying sport par excellence!”
Jean-Pierre Lutgen, chief executive of Ice-Watch, added: “As a creator of affordable watches for all, this is the kind of collaboration we love. Charismatic, committed, generous, enthusiastic: Eden Hazard is an ideal ambassador.
“Ice-Watch is looking to partner with personalities who, like him, are well-liked by the general public and move forward while remaining accessible.”
The Belgium national men’s soccer team will host Saudi Arabia on Tuesday in an international friendly ahead of the 2018 Fifa World Cup.