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McDonald’s to become major sponsor in France, Ligue 1 to be named after the company

In a marketing move, the fast-food chain McDonald’s has secured the naming rights for France’s premier football league. The deal signals the end of the “Ligue 1 Uber Eats” era. From the 2024/25 season onwards the French league will be known as “Ligue 1 McDonald’s.” The new partnership, valued at €20 million per year, is a significant shift in the landscape of sports sponsorships, linking one of the world’s most recognizable fast-food chains with the pinnacle of French football.

Since the 2020/21 season, Ligue 1’s main sponsor deal has been with Uber Eats, with the food delivery giant contributing around €15 million each term to the league. In a strategic move, the French football federation has opted for a change, switching the league’s main sponsorship from one food industry giant to another.

The French league has recently been under the dominance of Paris Saint-Germain. The Parisians have clinched the title in each of the last five seasons and have secured a total of nine titles in the past decade. During this period, only Monaco has managed to interrupt PSG’s supremacy, taking home the championship in 2017.