Ligue 1 unveils new logo for 2024/25 season

Ligue 1 reached an official agreement with McDonald's to grant the naming rights to the competition in exchange for 30 million euros per season. The agreement will start next season and run until 2026/27.

The French top-flight has unveiled a new logo in which, instead of a zenithal view of a drawing of its trophy, it is a 1 and a letter L joined together in the same silkscreen.

The reception of the fans has not been as expected by the marketing department, who have read dozens of comments despising the design because "it lacks personality". In seeking some correlation with the fast-food chain, perhaps they wanted to merge the emblem with the M in the form of wavy fries that accompanies their franchises, although the connection is not clear.

 

March 27, 2024

Another option is that the company has allowed the tournament to dissociate itself from its brand image to focus on its own identity signs, which are those related to the naming that Ligue 1 has always had. In any case, any kind of differential trace apart from these acronyms has been discarded to the point that, in the video in which the seal is published, it is explained that it is born from joining the word Ligue with the number 1, without further ado.

"Ligue 1 24/25. New logo. New era", reads the brief tweet with which the organisation unveiled the new logo, which should be in force until at least 2027 in line with the McDonald's agreement. In this regard, it is worth bearing in mind that there have been serious problems in finding sources of funding, given how the competition's television rights have dwindled due to the departure of Kylian Mbappe, which has yet to be made official.