The Amaury Media advertising sales agency has secured exclusive rights to the Ligue 1+ over-the-top channel currently being launched by the French top-tier soccer league.
Through the deal, Amaury Media becomes the sole marketing partner for advertising slots on Ligue 1+, which will broadcast eight of the nine Ligue 1 games live each matchday (as well as the ninth on a delayed basis).
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Amaury has said that advertising offers, sponsorship options, and other terms and conditions "will be made available to the market in the coming days."
Ligue 1+ was formally launched by French league soccer's LFP governing body earlier this month, with the LFP – at that point – announcing a range of distribution outlets for the nascent TV project.
Telecom and TV heavyweights Boygues Telecom, Free, Orange, and SFR will all carry Ligue 1+, as will the DAZN streaming service.
The remaining match will be shown live by international sports broadcaster BeIN Sports, with Ligue 1+ to show delayed coverage.
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By GlobalDataAdditionally, the league’s season-opening Trophee des Champions super cup competition and the season-ending promotion/relegation playoffs will also be shown live on Ligue 1+, as will the totality of the final two weeks of the Ligue 1 season (as matches are scheduled to take place simultaneously).
Subscriptions can initially be bought for €14.99 ($17.66) per month (well below what last season's primary domestic rightsholder DAZN was charging), the LFP has said, with the body essentially relying on strong sales to keep much of Ligue 1 financially afloat.
However, the game between champions Paris Saint-Germain and FC Nantes, on August 17, will be broadcast free-to-air for all, the LFP has announced.
Payments from DAZN and BeIN have helped to fund the channel’s startup, which boasts around €165 million in funds, with €66 million earmarked to cover the costs of the channel, of which €33 million to €35 million has already been paid for production costs.
The LFP has elected to move forward with an in-house Ligue 1 linear TV channel as the primary distributor of the competition’s main rights package following the collapse of its broadcast partnership with DAZN, which covered eight fixtures per gameweek through a €325 million deal (while BeIN Sports aired the other game, via a contract running through 2025-26).
Following the end of the BeIN-LFP deal, therefore, it is likely that this new channel will show every Ligue 1 match in 2026-27.
In addition to live and delayed game broadcasts, Ligue 1+ will also host magazine content produced by Mediawan, documentary series, and other ancillary programming.
Amaury is no stranger to marketing advertising slots for soccer channels. In June 2020, it was appointed in that capacity as a partner for Téléfoot, the Mediapro-owned channel which briefly covered top-tier soccer in France before that rights deal descended into chaos (because of a myriad of issues, including missed payments), and was terminated in December of that year.
