The Professional Football League (LFP) has officially announced a new partnership with the American burger giant, McDonald’s, which will become the new title sponsor of Ligue 1 for a duration of three years starting from July 1, 2024, thereby ending the association with Uber Eats.
Vincent Labrune, president of the LFP, expressed satisfaction with this collaboration in a statement, emphasizing that McDonald’s arrival signifies the growing appeal of Ligue 1, with record attendances in stadiums.
This historic partnership is aimed at uniting two popular and accessible worlds, closely linked for many fans. Activities will be offered to fans and all French people frequenting McDonald’s restaurants.
The agreement also marks the end of the successful collaboration with Uber Eats as the title sponsor of Ligue 1. The management of Uber Eats France was thanked for their support.
Although financial details of the contract were not disclosed, it is estimated that McDonald’s would have paid around 30 million euros per year for the naming rights of Ligue 1. This amount represents a significant increase compared to Uber Eats’ previous offer of 15 million euros per year, which was increased to 19 million euros per year. This sum sets an absolute record, surpassing even the offer of 20 million euros per year from TIM for the Italian Serie A.
