France: Domino's Pizza acquires the title naming rights of Ligue 2 for the 2016-2020 period

Domino's Pizza France, the franchised store network of fast food and take-away food, has acquired the naming rights of the French second division Ligue 2 championship for the 2016-2020 period, announced the French LFP, on 14/04/2016. News Tank Football revealed the existence of very advanced negotiations between the two parties on 10/02/2016.

The financial allocation of the agreement is estimated at between €1.3m and €1.5m per year. Each club in the French second division will receive €60,000 per year in exchange for various benefits. The logo of the brand will appear on the shirt sleeve of all 20 clubs in the championship. Only "Domino's", and not "Domino's Pizza", will be attached to the official name of the championship, which will be called "Domino's Ligue 2".

Sport & Co, the marketing agency owned by the Heptacom group, had been charged by the LFP to market this league naming rights partnership, which is the first for a French championship since the contract for the Orange Ligue 1 and Ligue 2 between 2002 and 2008.

"The objective is that now the French associate Domino's Pizza…