The Afflelou group will sponsor another major French football team, AS Saint-Etienne, starting with the current 2018-2019 season and until 2021. The group's logo will be on the players' shorts until the end of the 2018-2019 season. For the following two seasons, it will also appear on the back of the club's shirt as well as on all the club's communication material and in LED light shows. The new contract followed the resumption of a sponsorship deal with another football club, AS Monaco. The French optical retail group has sponsored many other football clubs since 1990, as part of its very intense marketing activities.