France’s Professional Football League (LFP) has swapped Uber Eats for McDonalds as the title sponsor of Ligue 1, the top-tier division of French football.
McDonalds will sponsor Ligue 1 for the next three seasons commencing from 1 July 2024, with the league vying to benefit from ‘growth drivers outside its borders’ due to the brand’s international status.
The LFP hopes that the American fast food giant’s extensive high-street presence in France, with a network of 1,560 chains throughout the country, will enable the league to ‘get closer to its fans’.
Vincent Labrune, President of the Professional Football League, said: “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 1.
“This major agreement marks the union between two popular and accessible worlds, and is inseparable for many supporters. With McDonald’s, our ambition is to offer numerous activations aimed at fans and all French people who are used to frequenting its restaurants.
“This new agreement also marks the end of a magnificent collaboration with Uber Eats as title sponsor of Ligue 1. I would like to particularly thank the management of Uber Eats France for their trust and support.”
According to L’Equipe, the new partnership is a significant increase in value for the LFP over the Uber Eats deal. The sports news outlet has cited sources that McDonalds is paying €30m annually to the LFP, amounting to €90m in total across the three years of the partnership. In contrast, Uber Eats has been paying €16m.
In addition to title sponsorships, McDonalds and the LFP have mapped out plans to support and develop amateur football. The LFP states that over 400 football clubs are receiving support from McDonalds for their youth, amateur, women’s and professional teams.
Talk of McDonalds taking over the Ligue 1 title sponsorship is nothing new, however, as the end of the five-year Uber Eats deal has been the subject of media reports for much of this month. The league is looking to maximise revenue from various sponsorship and broadcasting streams.
Jacques Mignault, President of McDonald’s France, said: “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. We have many projects and ideas to bring this partnership to life over the next three years and throughout the territory.
“For more than 40 years, our franchisees have been loyal and committed partners to enable amateur sports clubs to develop and realise their projects. We will pay particular attention to allowing young amateur athletes to live unforgettable experiences as part of this new partnership. We have, in fact, the ambition to become, at our level, a true link between professional football and amateur sport.”
