Ligue 1 Strikes Burger Deal: Welcome Ligue 1 McDonald’s

No more Ligue 1 Uber Eats, make way for Ligue 1 McDonald’s. The LFP has just signed a juicy naming contract for the next three seasons with the American fast food brand. This partnership should bring it 30 million euros per year, double the current agreement, according to a source close to the matter.

“The leading French restaurateur established in more than 1,150 municipalities, with two million meals served daily, McDonald’s is joining forces with the number one show in France,” McDonald’s and the LFP said in a press release. While it is engaged in an indecisive and complicated negotiation for the audiovisual rights of the L1 for the period 2024-2029, given the risk of a loss of attractiveness due to the planned departure of Kylian Mbappé next summer, the LFP and its president Vincent Labrune signed this “deal”, made official following a League Board of Directors meeting on Thursday.

And this, even if the association with McDonald’s could attract criticism. “In the economic context that we know, this is a nice achievement by the LFP which is experiencing constant progress with the three ‘nameurs’ that it has chosen,” said Christophe Lepetit, sports economist. The LFP inaugurated this new source of income with Conforama, then continued with the delivery company Uber Eats for 15 million euros per year the first year and 16 the following two.

With McDonald’s and the 30 million euros annually that it will receive until 2027, according to a source close to the matter, the League is therefore doubling its income from one of the four resource levers at its disposal. The American company refused to confirm the amount paid to win the contract. McDonald’s, for its part, is already a partner of numerous multidisciplinary professional clubs and also financially supports many amateur competitions in France.

2024-03-21 15:23:00
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