Domino’s takes a slice of Ligue 2 with title sponsorship deal

Pizza restaurant and delivery company Domino’s has agreed a deal to become title sponsor of Ligue 2, the second tier of club football in France.

Domino’s has agreed a four-season deal with the French Football League (LFP), which operates Ligue 2, the top-tier Ligue 1 and the Coupe de la Ligue and the Trophée des Champions cup competitions. The agreement will start with the 2016-17 season and run until the end of the 2019-20 campaign.

“Through its local actions with Domino’s, Ligue 2 reaches out not only to its fans but also wants to reach new target audiences, including families and students,” Mathieu Ficot, director of economic development at the LFP, said.

Nicolas Dégéraud, marketing director in France for Domino’s, added: “Ligue 2 is a competition that will strengthen our visibility nationally and our operating potential in the whole country.

“With an estimated 500 stores at the end of 2018 we will be present in almost all the cities playing in Ligue 2, showing that Domino's is present throughout France in cities of different size. The Domino's Ligue 2 will undoubtedly strengthen our bonds with consumers, increase our brand awareness and grow our sales."

Ligue 2 has not had a title sponsor since its partnership with telecommunications company Orange, which also encompassed Ligue 1, ended in 2008.