Ligue 1 renamed to Ligue 1 McDonald’s
French top-flight football will undergo a significant rebranding starting July 2024, as it will officially be known as Ligue 1 McDonald’s following an agreement between the LFP and the American fast-food giant for the league's naming rights for the next three seasons.
Vincent Labrune, President of the LFP, expressed his satisfaction with the agreement, stating, “At a time when enthusiasm for Ligue 1 has never been so strong, notably with record crowds in the stadiums, welcoming an international brand like McDonald’s into the home of French professional football constitutes a very strong signal of the attractiveness of Ligue.”
Jacques Mignault, President of McDonald’s France, echoed Labrune's sentiments, remarking, “McDonald’s and Ligue 1 is a partnership that makes perfect sense. With family or friends, there are always many supporters of Ligue 1 clubs who associate a McDonald’s moment with a Ligue 1 day. Building on this close bond, we intend to help enable an even larger number of fans of football to fully live their passion.”
End of Partnership with Uber Eats
The rebranding signifies the end of a four-year partnership with Uber Eats, as the food delivery service failed to match the offer put forth by McDonald’s. The deal with McDonald’s is expected to yield €30 million per year, a significant increase from the previous agreement of €15-16 million with Uber Eats.
Reports suggest that Uber Eats was inclined to reduce its investment in the league, raising concerns for a division that has struggled to attract external funding. The LFP faced challenges in selling their domestic television rights, even canceling the bidding process when broadcasters did not meet the minimum asking price.
Crucial Injection of Cash for Ligue 1
McDonald’s infusion of funds comes at a crucial juncture for Ligue 1, which is in dire need of investment amid a shrinking market. The financial boost from McDonald’s is expected to help stabilize the league's financial situation and potentially attract further interest from sponsors and investors, providing a much-needed lifeline for French professional football.