McDonald’s has inked a deal to become the title sponsor of the French top-flight league starting from July for the next three seasons.
McDonald’s
“This partnership marks the coming together of two major institutions that are deeply rooted in the daily lives and collective imagination of the French people,” announced the league on Thursday.
McDonald’s will be taking over from Uber Eats as the title sponsor of Ligue 1. Although financial specifics of the deal were not disclosed, L’Equipe newspaper reported, citing undisclosed sources, that McDonald’s will be paying 30 million euros per season ($33 million). In comparison, Uber Eats pays around 16 million euros ($17.5 million) per season, as per the sports outlet.
“At a time when interest in Ligue 1 has never been as strong, with record crowds in the stadiums in particular, welcoming an international brand like McDonald’s to the home of French professional football sends out a very strong signal about the appeal of Ligue 1,” stated French league president Vincent Labrune.
This new sponsorship deal comes as a timely boost for the league, which is bracing for financial repercussions following the imminent departure of its biggest star, Kylian Mbappe, at the end of the season. The Paris Saint-Germain forward has declared his intention to leave PSG, with Real Madrid being the frontrunner to secure his services.
The French league is currently in negotiations for the sale of television rights for the period of 2024-2029, and Mbappe’s impending departure is expected to have adverse effects on the financial outcomes of these talks.
Contrary to popular perception, McDonald’s holds a special place in the hearts of the French populace, despite the nation’s renowned gastronomic cuisine and revered dining traditions, which have been enshrined in UNESCO’s cultural heritage.
