Olympique de Marseille unveils new global brand identity

Olympique de Marseille (OM) is undergoing a major brand transformation to expand its global presence while maintaining its local roots. Working with the agency Leroy Tremblot, part of The Fan Syndicate, the club has launched a new brand platform titled ‘Football sans filtre’ (Football without filter).

The rebranding initiative includes a new visual identity featuring a proprietary typography named ‘OM Marseille,’ inspired by the Mediterranean coastline. This overhaul extends across the club’s entire ecosystem, including a new website, a dedicated mobile application, and updated digital platforms. Physical locations such as the Stade Vélodrome, the Robert-Louis-Dreyfus training center, and the club’s future administrative headquarters will also adopt the new branding.

Economically, the strategy aims to diversify revenue streams beyond traditional football, particularly in response to the television rights crisis. The club plans to strengthen its commercial reach through five new merchandising collections and a revised employer brand to better communicate its culture internally. The goal is to position OM as a cultural and lifestyle brand capable of attracting international audiences and new generations without losing its distinct Marseille identity.