Furniture and household appliances retailer Conforama has been awarded the naming rights for France's top professional club soccer division, which will be known as Ligue 1 Conforama from the start of the 2017/18 season.
The three-year deal, which runs to the end of the 2019/20 season, is reported to be worth up to €10 million (US$10.7 million), and concludes Ligue de Football Professionnel's (LFP) long-running search for a title sponsor for the league.
The body, which governs the top two tiers of French soccer, signed a deal with pizza chain Dominos as the title sponsor of Ligue 2 last year, and also awarded the naming rights for its eSports league, e-Ligue 1, to telecoms brand Orange.
The LFP appointed global agency Havas last month as it stepped up its hunt for a title sponsor for the top division.
“The power of the media coverage of Ligue 1 will allow Conforama to gain visibility at a national and international level during matches,” said Didier Quillot, the LFP managing director. “This partnership will also improve the visibility of the brand at a local level through a very comprehensive communications system within the stadia on every day of the championship and in the context of various promotional and public relations activities.”
Ligue 1 is currently topped by AS Monaco, who are above reigning champions Paris Saint-Germain on goal difference.