McDonald’s closing in on naming rights deal with Ligue 1

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Image credit: Todd Van Hoosear via Wikimedia Commons

Fast food giant McDonald’s are edging ever closer to securing a three-year deal that would make them title sponsor of French football’s top-flight Ligue 1.

The deal will see the top division be renamed as ‘Ligue 1 McDonald’s’ and all branding of McDonald’s will be included in uses of the league logo.

The Professional Football League (LFP) currently has a title sponsorship deal with Uber Eats, that was last extended in November 2021 until the end of the 2023/24 season, which sees the food delivery platform pay around €17 million (AU$28.1 million) a year.

Reports suggested however that Uber Eats were looking to extend the deal but on cut-price deal due to the apparent lack of competition.

However, now McDonald’s has entered the bidding war, it’s believed to have made an offer worth €60 million (AU$99.3 million) over three years – a significant €3 million (AU$4.96 million) a year increase on the league’s current deal.

Reports also added that the Ligue 1 media team are in the process of writing up a press release for the deal with expected backlash. Whilst the leagues potential deal has been the butt of all jokes on social media, it is also expected to receive criticism due to the league associating itself with a brand known for its unhealthy foods.

McDonald’s are extremely involved in football, especially in Australia with the company partnered with FIFA for both the men’s and women’s world cups on top of the APL and multiple state federations locally.

Also important to note that this title sponsor deal with an expected revenue increase would net some vital additional income for the LFP with the organisation yet to lock down Ligue 1’s domestic broadcast rights for the 2024 to 2029 cycle after a long, gruelling standstill from multiple companies that has affected the league’s profits.

This naming rights deal has an element of risk to it with the potential for poor reputation and harsh criticism but the increase in funds per year will be a nice touch for the organisation.

It is imperative that the LFP manage communications correctly to ensure it goes smoothly and continue on their journey to improving league growth through the media division as they outlined back in mid-2023.

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Central Coast Mariners Women secure future under Holman Barnes Group

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Image Credits: Central Coast Mariners

The future of the Central Coast Mariners Women has been secured after the Holman Barnes Group (HBG) reached an agreement to become the new operator of the club’s A-League Women program. The deal ends uncertainty surrounding the team’s participation in the 2026/27 season.

The agreement between HBG, the Australian Professional Leagues (APL) and Total Soccer Growth Holdings (TSG) ensures the Mariners will remain in the Ninja A-League Women competition. It also introduces a new operating model designed to provide long-term stability.

The uncertainty emerged following TSG’s acquisition of the Central Coast Mariners’ men’s side and academy in June. The women’s program was excluded from the original takeover. TSG already owns English football side Queens Park Rangers (QPR) and MLS club Los Angeles FC. The omission placed the future of the 2025 A-League Women champions in doubt. It also prompted the APL to seek a sustainable solution ahead of the new campaign.

A new operating model

Under the new arrangement, HBG will oversee all operational aspects of the women’s team. This includes the football program, staffing and day-to-day management. TSG will retain the club licence and continue overseeing the men’s program and academy. It will also support the women’s operation through its broader football network.

The agreement represents an innovative partnership between the three organisations. It has been designed to strengthen the long-term sustainability of professional women’s football on the Central Coast. HBG’s plans extend beyond the senior team. They include a strong focus on developing participation pathways and creating greater opportunities for female footballers throughout New South Wales.

Attention turns to the new season

The transition comes at a crucial time with preparations for the 2026/27 Ninja A-League Women season underway ahead of its October 16 start. The new operators are expected to begin managing the program immediately. This remains subject to the completion of the remaining regulatory processes. The team currently has no sponsors and games are expected to be moved away from Central Coast Stadium.

The A-League had previously set a July 31 deadline for new owners to be found to secure a place in the upcoming competition. With that now achieved, HBG will be on the clock to ensure the season begins without disruption and becomes a commercial success.

For the Central Coast Mariners Women, the agreement delivers certainty after a turbulent off-season. It also allows the club to shift its attention to the 2026/27 campaign and the team’s on-field performance.

South Melbourne’s Australia Cup triumph reignites promotion and relegation debate

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Image Credit: The Greek Herald

South Melbourne FC’s dramatic 2-1 victory over Adelaide United in the Hahn Australia Cup Round of 32 has reignited debate around promotion and relegation in Australian football, with Co-President Bill Papastergiadis stating the result is further proof that ambitious National Premier Leagues clubs deserve a pathway to the top tier.

The Victorian powerhouse produced one of the competition’s biggest upsets at Lakeside Stadium, overturning an early deficit to eliminate the Isuzu UTE A-League side and secure a place in the Round of 16.

While the result was celebrated as another example of the magic of the Australia Cup, Papastergiadis believes the victory carries a much broader message about the strength that exists outside Australia’s professional league.

Speaking following the win, Papastergiadis said South Melbourne’s performance demonstrated why the Australian football landscape should move towards a connected pyramid featuring promotion and relegation.

“The result was South Melbourne FC’s revenge 22 years in the making,” Papastergiadis said.

“It also demonstrates that clubs in the National Premier Leagues have the quality, professionalism and ambition to compete with A-League opposition when given the opportunity.”

For years, South Melbourne has been one of the strongest advocates for structural reform within Australian football, consistently calling for an open pyramid that rewards sporting merit rather than maintaining a closed league system.

Papastergiadis argued that Australia Cup fixtures continue to showcase the depth of talent throughout the domestic game, with NPL clubs regularly proving they can challenge and defeat professional opponents despite operating with significantly fewer resources.

He believes these performances should not simply be viewed as isolated “cupsets”, but as evidence that Australia’s football ecosystem is ready to embrace a promotion and relegation model that provides ambitious clubs with a genuine pathway to the top flight.

The result against Adelaide United adds another significant chapter to South Melbourne’s storied history. One of Australia’s most successful clubs, South Melbourne has long maintained aspirations of returning to the national stage, backed by a passionate supporter base, strong infrastructure and a proud footballing tradition.

For Papastergiadis, victories such as Thursday night’s reinforce the argument that clubs should earn opportunities through performances on the pitch.

“The Australia Cup continues to show what’s possible when clubs from different levels of the football pyramid compete against one another,” he said.

“Our football should be built on opportunity and merit. Clubs that perform consistently and invest in their communities should have the chance to progress to the highest level.”

South Melbourne will now turn its attention to the Round of 16, where it will look to continue its impressive cup run.

Beyond the result itself, however, the victory has once again fuelled discussion around the future of Australia’s football structure and whether the growing strength of clubs outside the A-League should accelerate the push towards a fully connected national competition.

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