2021 Outlook for Ligue 1 companies – Real estate profile, sponsorship and media landscape

DUBLIN, November 18, 2021– (BUSINESS WIRE) – The report “Business of Ligue 1, 2021-22 – Property Profile, Sponsorship and Media Landscape” has been added to ResearchAndMarkets.com offer.

An analysis of the league’s current business landscape in, including an overview of the current state of league media rights and club sponsorship profiles.

The collapse of Mediapro’s lucrative media rights deal with Ligue 1 has been a financial blow to the French Premier League, with millions in lost revenue for all 20 teams. Amazon Prime stepped in to strike a deal to stream eight games a week for the 2021-22 season, but Canal + was exasperated by the deal’s valuation, especially given the value of its own existing deal. Although BeIN is willing to potentially renegotiate the existing deal, Canal + has tried to extricate itself from its deal, refusing to broadcast matches for the 2021-22 season. However, a court ordered Canal + to fulfill its broadcast obligations despite their anger, while Ligue 1 was left to deal with the financial ramifications.

PSG’s $ 73.75 million shirt sponsorship deal is the second largest in Europe behind Real Madrid, more than three times the estimated value of Ligue 1’s next most lucrative shirt deal. PSG’s kit supplier profit with Nike accounts for 66% of the total value of Ligue 1 deals, highlighting the value of clubs compared to 19 other teams. The signing of Lionel Messi, one of the most recognizable athletes in the world, will only strengthen PSG’s stranglehold on the domestic commercial market, given that he is said to have generated between 150 and 200 million euros per year in Barcelona. .

The attraction of superstars such as Lionel Messi, Neymar or Kylian Mbappe pushes Ligue 1 towards Serie A in terms of commercial turnover, but still behind the Bundesliga, La Liga and the Premier League. 17 out of 20 Ligue 1 jersey sponsors located in France demonstrate the limited international appeal of Ligue 1 compared to La Liga and the Premier League, where domestic sponsors are less frequent. Ligue 1 had hoped their astounding TV deal with Mediapro would bolster their business profile globally, but the league must now find other ways to generate interest after its collapse, and Lionel Messi’s presence there could be the one. key.

Companies mentioned

  • League 1

  • premier league

  • The league

  • series A

  • Bundesliga

  • BeIN Sports France

  • Mediapro

  • Amazon

  • Nike

  • Adidas

  • Emirates Airline

  • Uber Eats

  • Kappa

  • Puma


  • The publisher estimates that Ligue 1 will generate $ 23 million in sponsorship income. Almost three-quarters of that value comes from the title sponsor deal with Uber Eats, worth $ 16.98 million per year. The other three deals make up the remainder of the deal, with the Betclic deal being the most valuable, worth $ 3.5 million per year. Ligue 1 has the lowest sponsorship revenue from confirmed deals for the 2021/22 season, with its total sponsorship revenue under $ 2 million from the Bundesliga, which has two other deals contributing to its total.

  • Ligue 1 currently has the fourth highest combined value of kit supplier offers compared to other major leagues. While the combined value of offers from Ligue 1 kit suppliers is $ 7.6 million higher than Serie A, the League is still behind the Bundesliga, La Liga and Premier League by some margin. These last two leagues have combined values ​​of more than double that of Ligue 1.

  • The total current spend by brands of kit suppliers for 2021/22 is $ 147.6 million. PSG’s deal with Nike, estimated at $ 98.15 million per year, is almost double the combined value of 19 other kit supplier deals in Ligue 1. The value of deals with PSG, Marseille, Lyon and Monaco represents 90% of the whole league. value.

  • Currently, PSG have significantly higher sponsorship than other teams in the league and are three times that of their closest rival, Lyon. PSG confirmed their deal with AccorHotels in 2019, the deal worth $ 73.75 million per year, making it one of the biggest sponsorship deals on the continent. This deal was made possible by the wealth of their owners, combined with huge domestic success off the pitch and a regular presence in the UEFA Champions League.

  • Construction and betting are the two most frequently presented sectors in terms of Ligue 1 shirt sponsors, with three deals each. Despite this, neither comes close to some of the more valuable sectors, which is a testament to the commercial power of the PSG and Lyon deals.

  • Unsurprisingly, the value of round sponsorships for the biggest French clubs, including PSG, Lyon and Marseille, is higher than that of the rest of the league. Together, the three teams represent 64% of the total values ​​of Ligue 1 sponsors.

Main topics covered:

1. Report overview

2. Presentation of Ligue 1

3. Media landscape

4. Ligue 1 sponsorship

5. Kit suppliers

6. Jersey sponsorship

7. Round sponsorship

8. Analysis of club sponsorship

9. The clubs

10. Annex

For more information on this report, visit https://www.researchandmarkets.com/r/ohausp

See the source version on businesswire.com: https://www.businesswire.com/news/home/20211118006039/en/


Laura Wood, Senior Press Director
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