Despite Paris Saint-Germain (PSG) demonstrating success both on-field and from a marketing perspective, Ligue 1 or La Ligue de Football Professionnel (LFP), still trails behind its counterparts - the other "big five" European leagues - in terms of visibility in America. This article delves into why this is so and what strategies are being considered to rectify it.
A key factor that has hindered Ligue 1's growth in the US market is its broadcasting deal with beIN Sports for Ligue 1 matches. Since becoming the league’s broadcast partner in 2013, this arrangement has inadvertently stunted expansion efforts within American borders.
In an effort to address these challenges and devise effective strategies for penetrating the US market, Ben Morel was appointed as Chief Executive of LFP earlier in 2023. Morel brings to his role extensive experience and insights into American markets gained from his previous positions.
Ben Morel, Chief Executive of LFP, said:
“Ligue 1 wants to connect with fans in a very different way than before, We believe we are well primed to be successful there [in the USA].”
Beyond an enhanced broadcast media presence, the league needs to upgrade its visibility in other areas. “We need to improve our grassroots [efforts, upgrade] digitally, we have US players playing in our league we can market. It’s about how we are going to better connect with our fan base and potential fans.”
“We want a partner that embraces the ambition for us to tell the right story, we are also leading directly those discussions with the help of Octagon.”
Before joining LFP, Morel served as CEO of Six Nations Rugby for five years. Prior to that role, he worked at National Basketball Association (NBA) for over two decades serving various capacities. His rich background provides him with a unique understanding of how sports markets operate within America – knowledge that was previously lacking at LFP.
Morel highlighted that one crucial aspect under consideration is how they can better engage their audience through their upcoming broadcast deal
The current rights package held by beIN Sports expires at the end of this season – June 2024. This presents an opportunity for Ligue 1 to reassess its broadcasting strategy and potentially partner with a network that can help increase its visibility in the US.
Beyond improving broadcast media presence, Morel emphasized the need for Ligue 1 to enhance its visibility in other areas. He stated, “We need to improve our grassroots [efforts, upgrade] digitally, we have US players playing in our league we can market. It’s about how we are going to better connect with our fan base and potential fans.”
The impending deal is expected to last three to five years. Morel expressed his desire for a partner that shares their ambition and helps them tell their story effectively. He mentioned leading these discussions directly with the assistance of Octagon.
Ligue 1's growth in the United States requires a strategic shift. With Morel at the helm, armed with his extensive experience and unique insights into American markets, there is optimism that this change will come. The upcoming expiration of their current broadcast deal presents an opportune moment for this shift to begin.
