Ligue 1

Football

Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.
Football
Media

BeIN Sports continues to withhold its first instalment payment for Ligue 1 rights amid ongoing doubts over its allocated sponsorship inventory and questions raised over the broadcaster’s media rights package.
Football
Media

The French football domestic rights saga is almost at an end, after the league's board of directors validated the €100m ($108m) per season media rights and sponsorship offer from pay-television's beIN S…
Football
Sponsorship & Marketing

AS Monaco has extended its sponsorship deal with Triangle Intérim Solutions RH and become the first Ligue 1 club to announce a deal with e-commerce platform ComAve.
Football
Finance & Law

Manchester City’s Jérémy Doku and three French players have won another battle for control of image rights in France – this time in a dispute with the country’s players union and the Panini sticker company.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football
Sponsorship & Marketing

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.
Football

Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.
Football
Licensing & Merchandising

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
Football
Sponsorship & Marketing

Ligue 1 club AS Monaco has signed up fashion jewellery brand APM Monaco as its new main partner, a deal that ends the local Tourist & Convention Authority’s short spell as the holder of front of shirt sponsorship rights.
Football
Sponsorship & Marketing

Chinese electronic appliance company Hisense has extended its global sponsorship of French Ligue 1 club Paris Saint-Germain for another two years as it continues to use sport to increase brand awareness
Football

PSG's three-year official timing deal with Purnell marks another step in the club's progress as a lifestyle brand.
Football

Paris Saint-Germain primary partner Accor leveraged the tie-up through the 2021-22 season to consolidate the 2019 launch campaign for its ALL loyalty programme through a multi-market, player-fronted ‘Play L…
Football
Sponsorship & Marketing

France’s Professional Football League (LFP) has secured Kipsta as its new ball supplier.
Football
Sponsorship & Marketing

French Ligue 1 club LOSC Lille has extended with its kit supplier, New Balance. The multi-year renewal builds on an association which first began at the start of the 2016-17 season
Football
Sponsorship & Marketing

French Ligue 1 champions Paris Saint-Germain have signed up HotForex as the club's official foreign exchange and contract for difference (CFD) trading platform
Football
Sponsorship & Marketing

Paris Saint-Germain has signed a regional sponsorship contract with Asian gambling firm Yabo Sports. The deal, which covers the Asia region, will run until the end of the 2022-23 season
Football
Sponsorship & Marketing

Mondelēz International-owned chewing gum brand Hollywood has signed as a lower-tier sponsor of the French Professional Football League (LFP).