Ligue 1, France’s top-tier soccer competition, is reportedly in talks with global fast-food giant McDonald’s for that brand to become the competition’s new title sponsor.
McDonald’s is set to enter into a three-year contract to become the title sponsor of Ligue 1, according to French sports media, and will pay as much as €20 million ($21.7 million) per season from 2024-25 for the rights to do so.
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This would represent a €5 million per campaign increase on the current €15 million per season contract the 20-team league currently has with the food delivery service Uber Eats.
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.
Now though, with the latest renewal coming up, the company has 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 any new partnership.
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By GlobalDataWith McDonald’s outlay reportedly set to increase from Uber Eats’ existing yearly rights fee, it is likely that the brand will become the next title partner of the league.
McDonald’s already possesses a presence in French soccer, currently serving as a major partner of Ligue 1 side Olympique Lyonnais through to the end of the current 2023-24 season.
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.
The LFP league body is also currently in the process of handling international broadcast rights sales for the next Ligue 1 action.
