France's first division, Ligue 1, has been on a journey to shed the negative perception that has plagued it for years. Dubbed the “farmers league”, Ligue 1 has been subject to criticism regarding its quality compared to other major European leagues. In a bid to change the public perception, the Ligue de Football Professionnel (LFP) launched a decisive step in its plan to transform the league.
According to L’Équipe, Vincent Labrune, the recently re-elected president of the LFP, has been working on a major revamp for two years. The president explained his vision to a select group of journalists, outlining a plan to tackle Ligue 1’s image problem through “The transformation of the product. We have been working on this for more than two years and basing it around three strong pillars: image, experience, and culture.”
Jerome Dumois, the LFP's Chief Transformation & Innovation Officer, is at the helm of the rebranding effort. He candidly acknowledged the league’s image issue: “We might love our league, our season, our clubs, but in the end, we have this image problem: Ligue 1 is not sexy.” Dumois went on to emphasize the necessity of a change in perception to build a stronger brand: “We need this change of image to work on our brand. This is not an advert, it is a new behaviour to instil a need for change. Maybe we won’t have the best players in Ligue 1 but we can become the coolest league to follow.”
The LFP’s rebranding initiative was brought to life through a short video titled “Football à la Française,” released on September 19th. The video, which avoids showcasing any Ligue 1 matches, instead focuses on the historical sporting rivalry between England and France, aiming to tap into a sense of shared history and cultural heritage.
This rebranding effort comes after recent criticism directed at the LFP for the delays in agreeing to a domestic broadcasting deal. The deal was only finalized a few weeks before the start of the season, causing further concern among fans and stakeholders. Similarly, international deals also faced delays, with no broadcaster announced for the UK and Ireland until the second game week.
While the departures of global stars like Lionel Messi and Neymar from Paris Saint-Germain have undoubtedly impacted the league's appeal, the LFP remains confident in the league’s potential. Despite the loss of these high-profile players, there is still belief that the top flight could still turn into the “coolest league to follow.”
The rebranding initiative faces an uphill battle, particularly in light of the criticism it has received. Cristiano Ronaldo, a prominent figure in the football world, recently sparked controversy when he asserted that the Saudi Pro League surpassed Ligue 1 in quality. This bold claim prompted a furious reaction, with Chelsea legend Frank Leboeuf calling for Ronaldo to “shut up”. Leboeuf suggested that Ronaldo’s comments stemmed from his rivalry with Lionel Messi, who previously played in Ligue 1.
Despite the challenges, the LFP is determined to shift the narrative surrounding Ligue 1, seeking to create a more captivating experience for fans and stakeholders. Only time will tell whether their bold rebranding efforts will succeed in transforming Ligue 1 from a “farmers league” to the “coolest league to follow.”
The Transformation of Ligue 1
The LFP's rebranding initiative is a multi-faceted approach designed to tackle the league's perception problems. The organization's plan focuses on three key pillars:
Image
The LFP recognizes that Ligue 1 has an image problem and needs to be perceived as more exciting and appealing. The rebranding effort aims to shed the “farmers league” label and present a fresh and exciting product to the world. To achieve this, they will use marketing campaigns, social media engagement, and other strategies to build a more dynamic and engaging brand.
Experience
The LFP wants to enhance the overall fan experience, both at the stadium and at home. They plan to improve the atmosphere at games, introduce innovative fan engagement initiatives, and enhance the broadcast experience. This focus on experience aims to create a more immersive and enjoyable experience for fans, increasing their emotional connection to the league.
Culture
The LFP wants to promote the culture of French football, celebrating the unique traditions and values of the sport in France. This includes highlighting the passionate fanbase, the strong academies that nurture young talent, and the historical significance of the league. By showcasing the cultural aspects of French football, the LFP aims to connect with fans on a deeper level and foster a sense of pride and belonging.
The Future of Ligue 1
The success of Ligue 1’s rebranding effort remains uncertain. The league faces stiff competition from other major European leagues, particularly the English Premier League. However, the LFP’s commitment to change and its focus on three key pillars, image, experience, and culture, creates a solid foundation for potential growth.
The LFP’s vision for Ligue 1 is bold and ambitious, and its success will depend on its ability to execute its plans effectively and maintain a consistent message. If the LFP can successfully implement its rebranding strategy, it has the potential to transform Ligue 1 into a major force in world football.
