The French professional football league, Ligue 1 has announced a new title sponsorship pact with the fast-food giant, McDonald’s.
Starting July 1, 2024, and lasting for three seasons, the American fast-food giant will be the league’s official sponsor. This deal replaces the previous partnership with Uber Eats.
This partnership goes beyond just branding. McD boasts a long-standing commitment to supporting grassroots sports in France. Over 400 football clubs across the nation, encompassing youth, amateur, women’s and professional teams, benefit from the support of local McDonald’s restaurants.
As part of the agreement, The Golden Arches will launch contests offering exclusive experiences at major Ligue 1 and eLigue 1 (esports) matches throughout France.
Looking beyond the beautiful game, McDonald’s also emphasizes its commitment to promoting healthy lifestyles through its partnership with Ligue 1.
McDonald’s is the world’s leading food service retailer, boasting over 37,000 locations in more than 100 countries. Interestingly, over 90% of these restaurants are owned and operated by independent local businesses. The quick-service restaurant employs a staggering 1.9 million people worldwide. In France, McDonald’s is a major player with over 1,150 restaurants serving two million meals daily. Beyond french fries and burgers, McDonald’s has a history of active sports sponsorship. In the past year, the company also announced partnerships with Formula 1, Joburg Super Kings and FIFA.
Ligue 1, currently known as Ligue 1 Uber Eats for sponsorship reasons, is the pinnacle of the sport in France. This professional league for men’s clubs operates a promotion and relegation system with Ligue 2. Currently, 18 clubs battle it out for the coveted Ligue 1 title.
As of today, Paris Saint-Germain (PSG) lead the pack with 59 points, followed by Stade Brestois 29 and AS Monaco. PSG and LOSC Lille are also competing in European tournaments, with PSG facing FC Barcelona in the UEFA Champions League and Lille taking on Aston Villa in the UEFA Europa Conference League. French fans are hopeful that one of these teams can bring the European trophy back to France for the first time since 1996.