French League 1 to be rebranded as Ligue 1 McDonald’s from next season

The French top flight will undergo an official rebranding starting July 2024, becoming known as Ligue 1 McDonald’s, following an agreement between the LFP and the American fast food giant for the league's naming rights for the next three seasons.

This marks the conclusion of a four-year partnership with Uber Eats, as the delivery service failed to match the offer presented by McDonald’s. The new deal is expected to bring in approximately 30 million euros per year, representing a significant increase from the previous €15-16 million agreement with Uber Eats.

Uber Eats had expressed interest in reducing their investment in the league, which raised concerns for a division struggling to attract investment. The LFP has encountered difficulties in selling both domestic and international television rights recently, even canceling its bidding process when broadcasters failed to meet the minimum asking price.

This infusion of cash from McDonald’s comes at a critical juncture for a league seeking much-needed investment, particularly as its market appears to be contracting.