<p>To grow in the United States, Ligue 1 has to change.</p>



<p>France’s top division on the men’s side, Ligue Un, has faced challenges in terms of breaking into the US market. PSG has exhibited success both on the pitch and from a marketability standpoint. Still, Ligue Un, or LFP, lags behind the other “big five” European leagues in terms of visibility in the US. Much of this has been due to a deal with beIN Sports. It has been the league’s broadcast partner since 2013. That deal has hamstrung growth in the US market.&nbsp;</p>



<p>Recently, World Soccer Talk sat down with LFP Chief Executive Ben Morel. He discussed the league’s strategy for penetrating the US market. </p>



<p>Morel came to Ligue Un earlier in 2023 after a five-year stint as CEO of Six Nations Rugby. Before that, Morel served in various capacities for the NBA for over 20 years. That experience gives Morel an insight into the US market that was previously lacking at Ligue Un.&nbsp;</p>



<p>Morel addressed the broadcast situation with World Soccer Talk. He indicated the league is looking very seriously at how it better engages the US market with its upcoming deal. The current rights package with beIN Sports expires at the end of this season, in June 2024.&nbsp;</p>



<h2>The next US TV deal</h2>



<p>“Ligue 1 wants to connect with fans in a very different way than before,” Morel said. </p>



<p>That includes the US broadcast deal it is currently working on. That is the key part where Morel understands Ligue 1 needs to do things differently. </p>



<p>“We believe we are well primed to be successful there [in the USA].”&nbsp;</p>



<p>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.”&nbsp;</p>



<figure class="wp-block-image size-large"><figure class="image"><img loading="lazy" width="1200" height="675" src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20231218_WST_477194_Balogun-Monaco-1200x675_d4ac5108.webp&amp;width=1200&amp;height=675" alt="" class="wp-image-477292" srcset="https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Balogun-Monaco-1200x675.jpg 1200w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Balogun-Monaco-300x169.jpg 300w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Balogun-Monaco-768x432.jpg 768w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Balogun-Monaco.jpg 1280w" sizes="(max-width: 1200px) 100vw, 1200px"></figure></figure>



<p>The Ligue 1 executive indicated the impending deal will last three to five years. “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.” </p>



<p>This media firm brokered the first NWSL rights deal with CBS Sports in early 2020.</p>



<p>“We are supported by the <a href="https://www.revolutionworld.com/" target="_blank" rel="noreferrer noopener">rEvolution</a> [agency] who are helping with our marketing and preparing the marketplace for the next season,” Morel continued. “We are working with the best agencies to help prepare the marketplace to work with a future broadcaster, which is about really creating something relevant for our US fans.”&nbsp;</p>



<p>This is a clear sign that Ligue Un knows it must pivot to another broadcaster in the United States. Simultaneously the league must upgrade the visibility and relevance of its product to work with a new media partner.&nbsp;</p>



<h2>American Investment in French soccer as a potential driver of US interest</h2>



<p>In recent years, American investors have seen France as an attractive target for new investment in the game. Multiple high-profile French clubs have either majority owners that are from the US or strategic investments from US-based firms. Morel sees that as an opportunity to build the Ligue Un footprint in the US as well with this increased investment into the league from the US,</p>



<p>“Yeah, we are extremely pleased to see all this investment coming from the US for many years. We see ourselves in French football as one of the best in the world if not the best. When you consider the national team, young players, the quality of our academies, and the breadth of talent. That has not translated yet into the strength of our league. We need to become more relevant internationally, and the US is a key market to that.”</p>



<h2>Elite young talents and street culture provide a connection to the USA</h2>



<p>The young-player advantage of Ligue Un Morel feels represents an opportunity in the US market. </p>



<p>“Because of the level of talent that’s coming through our league each year, we have a long-term strategy of how we are going to retain them. The way we are going to grow revenues is one component of this, the way we’re going to reward European performances with additional revenue is part of this, so there’s lots of potential. We are probably behind in terms of international activity in terms of communications but at the same time, we have to plan for the US market. </p>



<p>“I spent 20 years very successfully promoting the NBA, so now I know what it takes to market a French property in the US. You need time and resources, we have that. But also, we need to connect with all angles possible. </p>



<p>“It starts with a strong broadcast relationship, which is fundamental. We are in the process of discussing strong alliances with US broadcasters. That’s our goal. We want to be, the league of diversity, we believe French football has that specificity. We have a diversity of talent, in our youth of cultures. France combined that talent and street culture in our football. We have the street credibility and culture. The two aspects resonate with both France and the US. You see it with the NBA’s success in France and we believe you will see it with French soccer in the US.”&nbsp;</p>



<figure class="wp-block-image size-large"><figure class="image"><img loading="lazy" width="1200" height="675" src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20231218_WST_477194_Mbappe-Ligue-1-1200x675_57e4bed4.webp&amp;width=1200&amp;height=675" alt="" class="wp-image-477293" srcset="https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Mbappe-Ligue-1-1200x675.jpg 1200w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Mbappe-Ligue-1-300x169.jpg 300w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Mbappe-Ligue-1-768x432.jpg 768w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/12/Mbappe-Ligue-1.jpg 1280w" sizes="(max-width: 1200px) 100vw, 1200px"></figure></figure>



<h2>Better storytelling and development of content to connect with US fans</h2>



<p>In terms of marketing individual clubs and storylines, La Liga recently set up a studio exclusively dedicated to developing content for the North American market. Following up on the success of the Premier League in creating context, storyline, and color behind its product in the US, <a href="https://worldsoccertalk.com/ligue-un-tv-schedule/">Ligue Un</a> is planning to ramp up its efforts at original storytelling as well as developing the brand identities of its clubs in the US market.&nbsp;</p>



<p>“It’s absolutely fundamental [to market clubs] as part of the new brand platform we’re developing for the 2024-25 season. We are in the authentic unscripted storytelling business. The US audience wants to know the character of the show, who is playing, what’s the story behind it. Because of the diversity of our league, we have fascinating stories to tell. With our strong investment in new content development which will be very relevant in our key international markets of which the US is number one, we will be telling stories in a unique and effective way.”</p>



<p>PSG is a very well-known brand in mainstream US sports culture, but beyond that club, French soccer falls into a smaller vacuum in the United States. One of Ligue Un’s challenges in this market is to improve the visibility and supportability of other clubs. Morel feels the recent success of other clubs such as Lyon, Lille, Monaco, and others can help. </p>



<p>“PSG is a wonderful leader for us in spearheading our efforts,” Morel said. “They have become a true brand that spans the globe but especially in the US. But our job as a league is to promote the diversity of all our teams and the way those clubs approach local culture. Look at Lens, who finished just one point back last year [behind PSG]. They have a local culture and captivate a whole region. They are in the Champions League this year. Toulouse recently had a win against Liverpool in European competition. All of this creates additional stories. We reduced [the size of the first division] from 20 teams to 18, and that gives us the ability to tell a strong story about competition for European places.”&nbsp;</p>



<h2>Bottom Line</h2>



<p>Ligue Un realizes it is behind other top European leagues in penetrating the US market but is quickly pivoting on multiple fronts to grow its profile and relevance for US fans.&nbsp;This process includes securing a better media deal than the league currently has as well as leveraging key stories and other advantages such as youth players and street culture in the US market.</p>



<p><em>PHOTOS: IMAGO</em>.</p>

Ligue 1 knows it has to change ahead of new TV deal says exec

In an exclusive interview with an LFP executive, we discuss why Ligue 1 has to change to grow in the United States ahead of a new TV deal.

Ligue 1 knows it has to change ahead of new TV deal says exec - World Soccer Talk


<p>As <a href="https://worldsoccertalk.com/ligue-un-tv-schedule/">Ligue 1</a> hunts a new media rights deal in the US, it has revealed a bold strategy to entice potential broadcasters. While teams are no strangers to friendlies in the United States, the French top flight may take it a step further. There is legitimate reason to believe Ligue 1 will bring a meaningful contest to the United States.</p>



<p>John Ourand of the <em><a href="https://www.sportsbusinessjournal.com/Articles/2023/10/09/sports-media.aspx?publicationSource=sbj&amp;issue=98ef2e6b3fc24af08ae0594794579593" target="_blank" rel="noreferrer noopener">Sports Business Journal</a></em> spoke to Ben Morel, the CEO of LFP Media. LFP Media is the company that controls all commercial activities for the French league. Morel says putting a meaningful game in the United States is what American fans care about.</p>



<p>“I’ve had a lot of history in my previous jobs of doing a lot of international games, and I know that what is important is the meaningfulness of them,” Morel said. “They can’t just be exhibition games. They have to be games that matter. We want to do this as a long-term play, not just as one-off, nice little exhibitions.”</p>



<p>With the <a href="https://worldsoccertalk.com/tv/ligue-1-international-rights-tender-next-month-20230918-WST-456859.html">Ligue 1 rights deal with beIN SPORTS</a> concluding at the end of the 2023/24 season, the French league is hunting for a lucrative deal. Also, Ligue 1 is looking to have more of an international presence. Morel said building on the social power and general popularity of its players can help it compete against other leagues.</p>



<p>“Our social diversity and multiculturalism defines French football and makes it very genuine and authentic, not a marketing stunt,” Morel said. “We might not be the biggest league, but we want to be the coolest and the most enshrined in today’s youth culture.”</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<div class="ck-twitter"><blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">CHEEKY FROM AUBA 😍🇬🇦 <a href="https://t.co/MRNCgnYFYJ">pic.twitter.com/MRNCgnYFYJ</a></p>— Ligue 1 English (@Ligue1_ENG) <a href="https://twitter.com/Ligue1_ENG/status/1711144941324271656?ref_src=twsrc%5Etfw">October 8, 2023</a></blockquote></div><script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<h2>Ligue 1 US game is not confirmed, but it is a possibility</h2>



<p>While Morel did not mention what game would feature on US soil, there are several context clues for what a meaningful game may be. For one, it is highly unlikely Ligue 1 would put a league game in the United States. With each team having a home and away game against the other 19 teams in the competition, one team would have a clear advantage.</p>



<p>Also, given Morel’s comments that Ligue 1 wants to use the superstars of the league, Ligue 1 would want to place its elite teams in a game on US soil. Therefore, clubs like PSG, Lyon, Marseille, and Monaco would be potential clubs to play because they can use the stars for promotion.</p>



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<p>“They need to be part of our promotion actively and not just in passing,” Morel said. “We want to basically showcase them in a very different way, giving new access and getting all the fans around the world to know their stories.”</p>



<p>Consequently, a competition like the Trophee des Champions, or the French Supercup, would be ideal. On top of that, the French Supercup has been played outside of France in 13 out of the last 14 editions. That included a stop at Red Bull Arena just outside of New York City in 2012. The only issue back then was the game was between Montpellier and Lyon. A 21-year-old Alexandre Lacazette was among the most notable players. By comparison, PSG and its cast of stars have played in each Trophee des Champions since then.</p>



<p>Bringing a player like Kylian Mbappe to the United States would develop more American fans. That is what Ligue 1 hopes for with its media rights deal: the opportunity to show Kylian Mbappe in a new light to American fans in a competitive environment.</p>



<p><em>PHOTO: IMAGO / AOP.Press</em></p>


Ligue 1 open to playing cup game in US in new media rights deal

As Ligue 1 hunts a new media rights deal in the US, it revealed a bold strategy to entice potential broadcasters that includes a foreign game.

ALL POSTS TAGGED "Ben Morel"

beIN SPORTS

Ligue 1 knows it has to change ahead of new TV deal says exec

beIN SPORTS

Ligue 1 open to playing cup game in US in new media rights deal