Turkish Airlines has entered into a partnership with Ligue 1 giant Olympique de Marseille to become the official airline company of the French club. The deal is effective for the 2013-14 season and allows Turkish Airlines to promote its recently established direct route from Istanbul to Marseille. Marseille has allocated branding space on the back of its shirts for Ligue 1 matches to Turkish Airlines, which will also benefit from pitch-side LED advertising and access to hospitality tickets for its customer loyalty programme. Marseille said in a statement: “For Olympique de Marseille, this new partnership with an international brand like Turkish Airlines, will help the development of the club abroad and will give new opportunities for its fans.” Following Sunday’s top-of-the-table 2-1 defeat to AS Monaco, Marseille has slipped back to second in Ligue 1 after four games this season.