Ligue 1 gears up for a name change to Ligue 1 McDonald's. The league has been previously known as Ligue 1 Uber Eats, with Uber Eats securing the title sponsorship in the 2020-21 season. The initial deal was around £12.8 million per season, later renewed until 2023-24 for £14.5 million annually.
According to French outlet RMC Sport, McDonald's is set to take over with the most substantial naming sponsorship deal in Ligue 1's history, at £17 million per year.
The introduction of a naming partner in 2020 came during the Covid-19 pandemic and TV rights disputes. The league faced challenges, including the termination of a broadcasting contract with Mediapro and a subsequent discounted sale of TV rights to Amazon after the reduction of teams from 20 to 18.
Ligue 1's quest for alternative revenue streams amid TV rights complications led to the lucrative deal with McDonald's, marking a significant shift in the league's sponsorship landscape.
