Ligue 1, France’s top-tier soccer competition, has publicly confirmed a deal with global fast-food giant McDonald’s for that brand to become the competition’s new title sponsor.
McDonald’s will become the title partner of Ligue 1 from July 1, 2024 for the next three seasons, reportedly paying as much as €20 million ($21.7 million) per campaign from 2024-25 for the rights to do so. This would represent a €5 million per campaign increase on the current €15 million (annually) contract the 20-team league currently has with the food delivery service Uber Eats.
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Initial reports around a deal between French men's league soccer LFP structure and McDonald's came out earlier this month.
Uber Eats has been the title sponsor of Ligue 1 since the beginning of 2020-21 when it replaced furniture store chain Conforama, having almost doubled the previous yearly value of the latter firm's contract.
The delivery company initially partnered with the league on a two-season basis, before extending the deal to cover the 2022-23 and 2023-24 seasons in November 2021.
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Following on from that renewal, however, Uber Eats reportedly attempted to lower the terms of its deal – with the departure of stars such as Lionel Messi and Neymar, as well as the forthcoming exit of French national team icon Kylian Mbappe, potentially affecting the commercial outlook of the partnership.
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By GlobalDataAs part of the new McDonald’s agreement, the brand will be giving customers the chance to win one-off fan experiences during all major Ligue 1 and eLigue 1 (esports) matches throughout France.
The LFP and McDonald's will also use the partnership in campaigns intending to promote healthy lifestyles.
Vincent Labrune, president of the LFP, said: "At a time when interest in Ligue 1 has never been as strong, with record crowds in the stadiums in particular, welcoming an international brand like McDonald's to the home of French professional football sends out a very strong signal about the appeal of Ligue 1.
"This new agreement also marks the end of a magnificent collaboration with Uber Eats as title sponsor of Ligue 1. I would particularly like to thank the management of Uber Eats France."
Jacques Mignault, president of McDonald's France, added: "We have lots of plans and ideas to bring this partnership to life over the next three years, throughout France. For over 40 years, our franchisees have been loyal and committed partners, helping amateur sports clubs to develop and realize their projects."
The fast-food chain is also a major commercial partner of world soccer's governing body FIFA.
Uber Eats meanwhile will continue as a partner of French soccer’s FFF governing body through 2025, with the 2024 men’s European Championships and 2025 women’s European Championships national team tournaments covered by the deal.
The 2023-24 Ligue 1 season has a little over two months remaining, with defending champions Paris Saint-Germain once again in pole position to secure the title this year.
