Saint-Etienne, the French soccer club, has secured a new shirt sponsor.

Fruité, the fruit juice supplier which has been a partner of the club for the last three years, has stepped up its sponsorship to become the club's main backer.

Saint-Etienne is one of the oldest and most successful clubs in French soccer. The club has won more league titles than any other French team - ten compared to eight each for Marseille and Nantes - although it has not won the title since 1981.

"Fruité, a sponsor of the club since 2006, is reinforcing its partnership," said Vincent Tong Cuong, director general of the club. "The brand will now be the principal sponsor on our shirts. The partnership confirms what our marketing studies suggest - Saint Etienne is an attractive club for the young public."