LFP: "A genuine brand platform that can be deployed by both the League and the clubs" (J. Cazadieu)

"The aim of the rebranding initiated by the Ligue de Football Professionnel was to turn Ligue 1 and Ligue 2 into real brands. We had to find a way to make this change. The aim was to come up with a real brand platform that could be deployed by both the League and the clubs," said Jérôme Cazadieu, marketing and editorial director of LFP Media, on 26/11/2024.

Together with Sylvain Chapuis, marketing director of the LFP, and Dominique Jubert, managing director of the Leroy Tremblot agency, Cazadieu presented the 16 months of work that culminated in the launch of the new brand identities for Ligue 1 McDonald's and Ligue 2 BKT in summer 2024.

"McDonald's was not involved in this rebranding process, as they came on board later as a partner. The aim was for this identity to work with any brand. We are in discussions with new partners who like this new brand identity, which has given us a head start over other leagues," added Jérôme Cazadieu.

"One of our criteria for the new identity was to offer the clubs modularity in terms of the elements that concern them, and in particular the typography…