
<p>Ligue 1 is looking to heighten its marketing strategy in the US. There, it identified the growing soccer audience as a target. Therefore, the French top flight is partnering with rEvolution, a global sports and culture agency with headquarters in Chicago. The aim of the agreement is widespread for the league.</p>



<p>Ligue 1 wants to increase exposure in the US, establish strategic marketing partnerships and enhance awareness of the league. Now, Ligue Un trails the many leagues in terms of popularity. For example, it is behind the Premier League, Bundesliga, LaLiga and Serie A.</p>



<p>Ben Morel, CEO of LFP Media, says the league is thrilled to get this journey started.</p>



<p>“This partnership is a first stepping stone in our ambition to connect with American fans in an authentic way, showcasing our unique blend of competition, clubs, culture, and commitment to nurturing young talent.”&nbsp;</p>



<p>The beginning of this partnership is a rollout of a creative campaign highlighting the league as an exciting showcase. With top talent across the league, LFP Media wants to bring the league to both passionate fans and casuals.</p>



<h2>Ligue 1 marketing in US has tall task</h2>



<p>Ligue Un can harken back to its star power. Yet, that appears to be dwindling. All signs point to both Neymar and Lionel Messi, the two biggest imports in the league, leaving this summer. In its US marketing announcement, Ligue 1 did name Messi, Neymar and Kylian Mbappé. Certainly, the three PSG stars are the biggest draw for casual fans to the league. </p>



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<div class="ck-youtube"><iframe loading="lazy" title="Troyes vs PSG | LIGUE 1 HIGHLIGHTS | 05/07/2023 | beIN SPORTS USA" width="500" height="281" src="https://www.youtube.com/embed/JPuZWtt4qic?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen=""></iframe></div>
</div></figure>



<p>The league said it plans to make a lasting impression in the United States with increased collaboration with brands, media partnerships, sponsorship, international matches, and talent development. In the US, <a href="https://worldsoccertalk.com/ligue-un-tv-schedule/">beIN SPORTS holds the rights to the league</a>. </p>



<p>Ligue Un can take advantage of some of the relationships rEvolution already has. That could be American Family Insurance, Continental Tire and Lamborghini, just as some examples. </p>



<p><em>PHOTO: IMAGO / ZUMA Wire</em></p>


Ligue 1 is building its marketing appeal in the US with a new partnership, as it targets the growing American soccer audience.

Ligue 1 hires US marketing agency to promote league’s appeal

<p>In order for Soccer to find the success it seeks in the U.S., it must make changes to the traditional rules without changing the integrity of the sport.&nbsp; Soccer can be that viable alternative for sports fans in the U.S. if it plays with American rules and also&nbsp;promotes&nbsp;the game to fit U.S. sports fans expectations, not&nbsp;the expectations of soccer enthusiasts.</p>
<p>The game of Soccer, like all other American spectator sports, must be tinkered with from time to time in order to maintain its entertainment value for the newest generation.&nbsp; But, the sport must not be altered significantly to where it is not recognized as Soccer.&nbsp; The integity of the sport must be kept intact (10 on 10 where no one touches the ball with their hands and one Goalkeeper for each side).</p>
<p>In sport, it is common for rules to vary from country to country.&nbsp; FIBA, the International Federation of Basketball plays its games under its rules, including a trapezoid key (paint).&nbsp; The U.S. adheres to these rules during international play and reverts back to its own rules for play in the NBA.</p>
<p>All&nbsp;strategies&nbsp;for delivering the product must adjust&nbsp;to the spectatorship landscape of the U.S. sports fans.&nbsp; If done with an American flavor,&nbsp;soccer can be an enduring spectator sport in the&nbsp;U.S.&nbsp; It has the ability to provide unique drama, escape and entertainment.&nbsp; It is definitely possible to raise the American consciousness for the appreciation of Soccer and it can become the 4th most dominating spectator sport in America.&nbsp;</p>
<p>Soccer needs to be serious, competitive, fun, and&nbsp;unapologetically American.&nbsp; The rules changes and marketing schemes must take responsibility in perfecting the art in the sport.&nbsp; They must make sure that the skill involved in the sport is showcased and that every match is played with contemporary sports drama and theatre.&nbsp; Action, tension during the contests and common sense in the rules must take precedence so that every game has the potential to rise to the occasion and be an unforgettable sporting spectacle.</p>
<p>There is a lot that must be done for American soccer to succeed.&nbsp; Sports fans in the U.S. expect more from their spectator sports.&nbsp; They are different than sports fans from other parts of the world.&nbsp; They are more sophisticated and they have been spoiled.&nbsp; The greatest moments in the recent history of sports have occurred in American sports or with American athletes.</p>
<p>The&nbsp;sport has been built-up significantly over time at the youth level and upwards through high-school and college levels.&nbsp; But, in order for professional soccer in the U.S. to derive the most amount of fan support possible, the marketing must become event-driven and reach&nbsp;the diehard sports fans.</p>
<p>Soccer can become a fabric of the American sports fans environment just as football,&nbsp;basketball, and&nbsp;baseball have consistently achieved from year to year.&nbsp;&nbsp;Soccer must think&nbsp;progressive in their rules amendments and consider what makes 4th down, the 3 and 2 count and the last-second shot so appealing to sports fans.</p>


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Ligue 1 hires US marketing agency to promote league’s appeal

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