Music giant BMG has announced a strategic partnership with the French Ligue 1 football club Olympique de Marseille (OM). The partnership includes the launch of a record label focused on rap, hip hop, and R&B.

With an already strong foothold in the French rap scene, OM appears to be playing to its strengths. Whereas the fashion capital's Paris Saint-Germain has gone down the streetwear route, linking with the Jordan Brand and BAPE, Marseille is capitalizing on the city's status as the cradle of French rap.

Just last month, the club partner with fellow BMG signee Hardy Caprio on the visuals for his track ‘9 Lives’, which he filmed inside the club’s Orange Vélodrome stadium, and was promoted on the club’s social channels.

OM Records will become one of the world’s first football clubs to launch a record label. Speaking on the new project, BMG's Sylvain Gazaignes noted, “The cultural link between hip-hop and soccer is very strong, especially in a city like Marseille with such a vibrant and creative music scene. The partnership with OM offers new opportunities for established acts, emerging talents, and artist collectives from Marseille, the South of France and Africa.”