Ligue 1 Scores Big with McDonald's Sponsorship
France’s premier football league, Ligue 1, has announced a new sponsorship with global fast-food giant McDonald’s. The deal is reported to be for £17 million per year, surpassing previous league sponsor UberEats by almost £3 million.
The Introduction of Naming Partners
The deal looks to be extremely beneficial for the league, who faced significant financial difficulties following a problematic TV rights agreement with Mediapro in 2018. The deal collapsed when Mediapro encountered financial difficulties of their own, resulting in the league turning to alternative revenue streams with the use of naming partners. Their first naming partner was UberEats, who sponsored them from 2020 - 2024. The move from UberEats to McDonald’s looks to be highly beneficial for Ligue 1, with the McDonald’s name expected to boost their global brand appeal and revenue in a competitive market.
Public Reaction
The newest naming partner announcement has produced mixed reactions from the football community, both fans and stakeholders. Many fans have taken to X to say that it is a struggle to take the league seriously with the food brand naming, with many calling it a joke. Although this would suggest that the league’s strategy to boost their global visibility is working, it is yet to be seen whether this will translate into views and revenue as the season begins.
