French Professional Football League (LFP) CEO DIDIER QUILLOT expects Ligue 1 to be a top-two league in Europe in the next two to three years. He and LFP Sales & Marketing Dir OLIVIER JAUBERT recently were on a promotional tour in the U.S. to promote the league’s growth potential as an opportunity for investors. They hope to attract investors with the marketing and sports business expertise to take French football to the next level. SBD Global spoke with Quillot and Jaubert about Ligue 1's current ventures, as well as where they see the next opportunities.
On the Neymar-effect on Ligue 1 ...
Didier Quillot: I think with the Neymar-effect, there are only positive effects. First of all, in terms of show -- the number of goals has increased, the quality of show has increased. The guy is really an artist. This is not a “fan answer,” I try to be an objective observer, and I believe they are producing the best attack football in all of Europe. Number two: the attendances are going up [more than] 11% compared to last year, in each stadium. When PSG is going somewhere, it’s like the Rolling Stones or the Beatles touring. Everyone wants to see them. All the games are sold out for weeks before PSG comes. ... In terms of TV audience, there is a huge effect -- more than 45% compared to last year on Canal+. In terms of metrics, the Neymar-effect is huge.
On North American sponsorship and media opportunities ...
Quillot: We are open to [sponsorships], but right now we need to finalize the exposure our league can get. This is why the int’l TV rights are important. Not only the money, but the exposure we will get in Ligue 1 as of next season will help us define what type of regional sponsorship deals we can set up and sell in the U.S. There are many possibilities. Digital and TV exposure, and the virtual advertising, are some areas we are exploring right now that should help us build some original sponsorship deals at the league level, even if some of our clubs are working at the club level to sign sponsorship deals.
On increasing attendances in Ligue 1 ...
Quillot: The work we are doing with the clubs is on a voluntary action plan. We are talking with the clubs and we are trying to get inspired by some of the great things being done in other territories. Like TMBO (Team Marketing & Business Operations) when it was implemented in the NBA, we are looking to figure out if we could develop our own TMBO-equivalent system in France to help each club build their own specific marketing plan. It’s a global world; we are not forcing the clubs, we are trying to be the best consultant we can be for them. On the commercial side, we are at the service of our clubs.
On Asian opportunities ...
Quillot: Last February, we opened an office in Beijing. We are doing two things: number one, looking for cities or regions to build training academies. There are already a few cases where the French Football Federation opened academies in China, with the help of the [Beijing] office. Number two, they are looking for broadcasters and Chinese investors to come to France. China was the first country where we put the flag up. ... We already have four Chinese investors, one in Lyon, one in Nice, one in Auxerre and one in Sochaux. The int’l development of Ligue 1 in China has already started.
Olivier Jaubert: Regarding Asia, the next Trophée de Champions -- our first official game every year -- will be in Shenzhen on Aug. 18. In 2019, we will go to Shenzhen, again. So, we are looking at China and working in China, but for us, our interest in the U.S. is the professionalism of most of the investors. That is important because we are looking for money for our clubs, but also specific strategic views and the ability to grow and develop the business around the clubs.
Hangin' With runs each Friday in SBD Global.
