A fast food chain replaces a meal delivery platform. McDonald’s is going to be the “title partner” of Ligue 1 for the next three seasons, and will succeed Uber Eats, the Professional Football League (LFP) announced on Thursday March 21. This contract should bring in 30 million euros per year for the League, double the current agreement, according to AFP.
According to this sponsorship system, also called we, the name of a company is associated with a competition, a stadium or a club in hard currency. The principle was applied for the first time in the French football championship in 2002, with a contract signed with the telephone operator Orange. The furniture brand Conforama took over from 2017 to 2020.
A popularity extended to other sports
In Ligue 2, the title partner for four years has been BKT, an Indian tire brand, which was already sponsor of the League Cup, an event which has now disappeared. Previously, the second division was associated with Domino’s Pizza.
Other disciplines followed suit. The French basketball championship is officially called the Betclic Elite after having been named the Jeep Elite. The handball one was renamed Liqui Moly Starligue after an agreement signed with this lubricant producer. As for the volleyball players, they have been competing in the Marmara SpikeLigue since 2023, named after the holiday clubs.
The hockey players play the Synerglace Magnus League after the Saxoprint Magnus League. The vogue also affects women’s sport. Football has its D1 Arkema and handball its Butagaz Énergie League.
An older practice in individual sports
This commercial practice is older in the Anglo-Saxon world. The English Premier League football championship has had a partner since 1993, with a contract initially signed with Carling, a Canadian brewer. Since then, this type of sponsorship has become widespread in most countries.
The Italian championship is called Serie A-TIM (a telecommunications company) and that of Spain Liga EA Sports (video games). International federations have also given in to the sirens of we. The main European Basketball Cup has become the Turkish Airlines Euroleague.
But it has been much longer since individual competitions took the name of their title partner. Sailing has had its Solitaire du Figaro since 1970, renamed Solitaire du Figaro-Paprec. Since then, the Transat Jacques-Vabre and the Ultim Arkea Challenge have been created.
In cycling, we can cite the Amstel Gold Race, created in 1966 with the financial assistance of a Dutch brewer.
Limits to the system in France
In France, the we, which has become widespread for renaming stadiums, has limitations. The Évin law prohibits the promotion of alcohol brands in a sporting event. It is impossible to associate the French football championship with a brand of beer as is the case in Belgium, with the Jupiler Pro League. When it was called the Heineken Cup, the European Rugby Cup was more soberly renamed the Heineken Cup in France.
Furthermore, the development of we In France “is also confronted with recurring problems which slow down the efforts of stakeholdersnoted one report written for the Minister of Sports in 2018. In particular, when a company signs a partnership with a sports league or venue, it expects that the we be picked up by the media. However, nothing obliges them to communicate the full name of a competition or a stadium. »
The Orange Vélodrome in Marseille has thus remained simply the Vélodrome in the hearts of OM supporters. The National Rugby League, which will organize the next final of the French championship there, has for its part reversed course in terms of sponsorship. The Top 14, which was called the Top 14 Orange from 2009 to 2012, no longer has a title partner.
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Ligue 1 McDonald’s, how brands are associated with sports competitions
A fast food chain replaces a meal delivery platform. McDonald’s is going to be the “title partner” of Ligue 1 for the next three seasons, and will succeed Uber Eats, the Professional Football League (LFP) announced on Thursday March 21. This contract should bring in 30 million euros per year for the League, double the current agreement, according to AFP.
According to this sponsorship system, also called we, the name of a company is associated with a competition, a stadium or a club in hard currency. The principle was applied for the first time in the French football championship in 2002, with a contract signed with the telephone operator Orange. The furniture brand Conforama took over from 2017 to 2020.
A popularity extended to other sports
In Ligue 2, the title partner for four years has been BKT, an Indian tire brand, which was already sponsor of the League Cup, an event which has now disappeared. Previously, the second division was associated with Domino’s Pizza.
Other disciplines followed suit. The French basketball championship is officially called the Betclic Elite after having been named the Jeep Elite. The handball one was renamed Liqui Moly Starligue after an agreement signed with this lubricant producer. As for the volleyball players, they have been competing in the Marmara SpikeLigue since 2023, named after the holiday clubs.
The hockey players play the Synerglace Magnus League after the Saxoprint Magnus League. The vogue also affects women’s sport. Football has its D1 Arkema and handball its Butagaz Énergie League.
An older practice in individual sports
This commercial practice is older in the Anglo-Saxon world. The English Premier League football championship has had a partner since 1993, with a contract initially signed with Carling, a Canadian brewer. Since then, this type of sponsorship has become widespread in most countries.
The Italian championship is called Serie A-TIM (a telecommunications company) and that of Spain Liga EA Sports (video games). International federations have also given in to the sirens of we. The main European Basketball Cup has become the Turkish Airlines Euroleague.
But it has been much longer since individual competitions took the name of their title partner. Sailing has had its Solitaire du Figaro since 1970, renamed Solitaire du Figaro-Paprec. Since then, the Transat Jacques-Vabre and the Ultim Arkea Challenge have been created.
In cycling, we can cite the Amstel Gold Race, created in 1966 with the financial assistance of a Dutch brewer.
Limits to the system in France
In France, the we, which has become widespread for renaming stadiums, has limitations. The Évin law prohibits the promotion of alcohol brands in a sporting event. It is impossible to associate the French football championship with a brand of beer as is the case in Belgium, with the Jupiler Pro League. When it was called the Heineken Cup, the European Rugby Cup was more soberly renamed the Heineken Cup in France.
Furthermore, the development of we In France “is also confronted with recurring problems which slow down the efforts of stakeholdersnoted one report written for the Minister of Sports in 2018. In particular, when a company signs a partnership with a sports league or venue, it expects that the we be picked up by the media. However, nothing obliges them to communicate the full name of a competition or a stadium. »
The Orange Vélodrome in Marseille has thus remained simply the Vélodrome in the hearts of OM supporters. The National Rugby League, which will organize the next final of the French championship there, has for its part reversed course in terms of sponsorship. The Top 14, which was called the Top 14 Orange from 2009 to 2012, no longer has a title partner.
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