The Ligue de Football Professionnel (LFP) has announced a deal to change the brand name of France's top professional division to McDonald's of Ligue 1 from next season.
LFP has signed a deal with the fast food company to replace Uber Eats as the league's new title sponsor for the next three seasons.
According to the announcement, McDonald's is France's leading restaurant chain, “with a presence in 1,150 towns and cities and serving 2 million meals a day.”
“This partnership marks the union of two major institutions deeply ingrained in the daily lives and collective imagination of the French people,” the release added.
Ligue 1 president Vincent Labrune said: “At a time when interest in Ligue 1 is at an all-time high, especially with record crowds in stadiums, we are excited to bring an international brand like McDonald's to the forefront of French professional football. “Welcoming them to our home base sends a very strong signal.” Talk about the charm of Ligue 1. ”
The new agreement concludes a four-year partnership with Uber Eats and is expected to significantly increase annual revenue.
LFP and McDonald's also said they would use the partnership to support their long-standing commitment to tackling sedentary lifestyles and “advancing ambitious social and environmental initiatives.”
Jacques Migneault, president of McDonald's France, added: “McDonald's and Ligue 1 are a partnership that makes perfect sense.”
“Building on this close relationship, we look forward to helping even more soccer fans enjoy their passion to the fullest.”
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