Marseille coach Didier Deschamps wants his players to show respect for the shirt in the club's final five games of a disappointing Ligue 1 season, starting with their trip to Lorient on Friday.
Deschamps' side have not won in the league since late January and have slid to 10th in the table.
Despite success over Lyon in the Coupe de la Ligue final, it has on the whole been a poor season for a club where expectations are high, and Deschamps wants to end the season on a high note.
He told ligue1.com: "We're in the position that we're in because there are deficiencies in our game. We have five matches left to play, and in a position like ours, we need points.
"We have to make sure that our performances reflect respect for the club and for the shirt that we wear. It's very important.
"We can't afford to give up; we have to fight to the end and secure better results."
Lorient sit 14th in the table but are only two points clear of the relegation zone and Deschamps knows they will be fighting for points at Stade du Moustoir.
"Lorient lost in Lyon [last weekend] but they turned in an excellent performance and they must be wondering how they managed to lose," he said.
"They're in a tough situation where they need points to stay in Ligue 1, and in their recent performances against Lyon and Montpellier I saw a side in pretty good shape."
Lorient have won only one of their last five games - that victory coming against league leaders Montpellier - but their coach Christian Gourcuff told fclweb.fr he is not scared of his side being relegated.
"No, there is no fear," he said. "The remaining fixtures are finals.
"Against Montpellier and Lyon you cannot say the team was not concerned. They played well.
"There are still nine clubs still battling to avoid relegation at the moment."