Fast food giant takes over from Uber Eats in three-season, ‘€90m’ pact starting from 2024/25.
The Professional Football League (LFP) has confirmed McDonald’s as the new title sponsor of French soccer’s top-flight Ligue 1.
Contract:
- Three-season deal to start on 1st July
- McDonald’s to offer fan experiences at Ligue 1 and eLigue 1 events
- Pair set to collaborate on ‘ambitious societal and environmental programmes’
Context:
It was reported earlier this month that McDonald’s had made an offer to become the new title sponsor of Ligue 1. The fast food giant will succeed Uber Eats from the 2024/25 season. The food delivery platform has been the league’s title sponsor since 2020/21, with it’s current deal said to be worth about €17 million (US$18.4 million) annually.
The value of the McDonald’s contract has not been disclosed but it was initially reported that it would be worth €60 million (US$64.9 million) over three years. According to L’Équipe, the tie-up is worth €90 million (US$97.4 million) in total.
Comment:
“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,” said LFP president Vincent Labrune.
“This major agreement marks the union between two popular and accessible worlds, and 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.”
Coming next:
Ligue 1 returns to action after the international break on 29th March.
SOURCE: https://www.sportspromedia.com/news/ligue-1-mcdonalds-title-sponsor-lfp-uber-eats/