The Professional Football League (LFP) is continuing its diversification strategy with the launch of a special Monopoly Ligue 1 McDonald's edition. This new derivative product, the result of an agreement between the Sporeo License and Activation agency and Winning Moves (Hasbro rights holder), is now available in the board games departments and on online sales platforms.
This initiative is part of a broader commercial development dynamic for the LFP, which recently modernized its visual identity. The licensing program is also enriched with the arrival of new partners such as Marabout (publishing) and Hamelin (school supplies), thus joining historic players such as EA Sports, Sega, Konami and Panini.
Ligue 1 is developing new brands to cast a wider net
“There have been numerous projects for LFP Media in recent months with the launch of an in-depth rebranding of the various professional football competitions (visual identities, TV branding, protocol devices in the context of pre-matches, sound identity, credits , trophies and individual awards…) »explains in a press release, the brand manager at the LFP, Alexis Michel. “Being able to install these “new” brands and their assets and become desirable for licensing and distribution players are becoming priorities for the League. The French favorite sports series must be able to penetrate these growing markets, allowing brands (Ligue 1, Ligue 2, Trophée des Champions and eLigue 1) to express themselves, but also to promote and give visibility to clubs. professionals. »
For the LFP, the challenge is twofold: capitalize on the appeal of Ligue 1, which attracts more than 8 million spectators per season and interests 22 million French people, while developing new points of contact with supporters. A strategy which seems to be bearing fruit, as evidenced by the growing interest of players in the licensing market for the assets of the professional league.
