There is no more subversive tool, nor a better means to conquer business space and everything that comes with it, than football. In campaigns to “conquer” territories, not only do borders and national marks disappear, but the perception of landmarks, symbols, elements of national heritage, and identity in many people’s minds also changes. Do you know what the highest level of French football is called as of July 1st? Ligue 1 McDonald’s!
French gastronomy is one of the most renowned and respected in the world, and in 2010, UNESCO declared French cuisine part of the intangible cultural heritage of humanity. What is particularly important for this text is the explanation that the inclusion on the prestigious list was not only due to the various delicacies that represent French cuisine but also the rituals. The French meal is a ritual among friends and acquaintances in front of traditional dishes, with a glass of wine, at a perfectly arranged table. And this farewell to the “train” of delicacies, the event, and the enjoyment lasts up to two hours. And the title sponsor of Ligue 1 is an American fast-food chain.
According to the contract, based on information from the daily L’Équipe, the umbrella association of French clubs will receive 90 million euros over the next three years, which is almost double the amount received from the previous sponsor. From 2020, Uber Eats had been paying 16 million euros annually to the elite division.
This contract shows yet another dimension of football. The start of its implementation coincides with a time when the American fast-food chain is facing certain financial difficulties. “McDonald’s hit by first global sales drop since 2020,” was a headline in the Financial Times at the end of last month. The leaders of the American giant want to stop the decline in sales of their products through football with a marketing strategy. It must be said that the choice of Ligue 1, as well as its timing, is very good. France, with the Paris 2024 Olympic Games this summer, will be the center of the world. The waves of this sports-social-economic spectacle (and the order can be reversed) are still felt from Nantes to Marseille and remain on newspaper pages and portals worldwide. It is also very important that we are talking about the country of the “Gallic Roosters,” who frequently reach the world’s top. And thirdly, Ligue 1 is the fifth-ranked football championship in Europe. Sales of season tickets for elite French championship matches this summer are showing very good results. Among fans of several clubs, awareness is growing that the expensive Paris Saint-Germain is not so dominant that it wouldn’t be worth competing with them for trophies. The excitement of the championship, the great fan potential, the launching of new names from their club academies, in which they are unrivaled, along with good infrastructure built and upgraded through organizing world and European championships, are all signs of a content-rich season that will further strengthen France’s position in the world of football.
This is a two-way process. No matter how big a country is with its overseas territories, French league football is not for just one marketplace. At the headquarters of Ligue 1, they believe that this partnership arrangement with McDonald’s will lead to stronger growth outside of France’s borders, thanks to the international recognition and branding in the business world of this American fast-food chain. Dollars are coming from the feet!
