Top flight French Football League will now be known as Uber Eats Ligue 1 for two seasons, starting with 2020-21. The Ligue 1 has inked a two-year naming rights deal with food delivery app Uber Eats.
The deal for the 2022-21 and 2021-22 season is reported to be worth € 32 million ($ 36 million). As part of the deal, termed to be biggest among all European leagues, an Uber Eats delivery man and not the referee will bring the match ball for the kick off for the games during the contract period.
Uber Eats will serve as an official partner of French soccer’s top flight next season before putting its name to the competition for the following two years, with the league set to be known as Uber Eats Ligue 1 until the end of the 2021/22 campaign.
French daily newspaper Le Figaro has reported that the deal is valued at €32 million (US$ 36 million). The French top division football league has gained a raise of 60% over its existing naming rights deal with furnishing and household appliances retail brand Conforma.
The Ligue 1-Conforma deal was inked for € 20 million. “This major agreement reflects the new dimension taken by Ligue 1,” said LFP chief executive Didier Quillot. “We are very proud to be able to count on the support of Uber Eats, a major global brand, to support the development of the French championship.
“From 2020/2021, the title partnership agreement will seal a major alliance. After partnership agreements with major US sports franchises, we are very proud that Uber Eats has chosen Ligue 1 as the first European sport partnership with the aim of supporting its development. We are also particularly pleased to be able to associate Ligue 1 with a very strong brand among young consumers.”
Stéphane Ficaja, Uber Eats’ general manager for Western and Southern Europe, added: “Football is a sport that federates all generations and is a major focus of many French and Uber Eats application users. Through this partnership, we want to continue to be part of their daily lives by registering in the long term and by offering them new experiences.”
Speaking this week, the executive director of the LFP said: ‘We are very happy with this partnership.
‘Uber Eats meets all the criteria we have set: it is a global brand, dynamic, modern and perfectly in line with the L1. We wanted to mark a break with this partnership that will help the L1 to develop internationally.’
Uber Eats currently operates in 110 cities around the world, with nearly 15,000 affiliated restaurants in France alone.