“Football. But French”: The Ligue 1 Rebranding and the Challenge of Sporting Identity
French football has decided to change its look. With the launch of the “Football. But French.” campaign, Ligue 1 has embarked on an ambitious rebranding operation aimed at redefining its positioning in the international football landscape. This is not just a new visual identity—it is a cultural statement. French football seeks to be distinctive, elegant, and authentic, without following the narratives set by other top European leagues.
The New Visual Language of Ligue 1
One of the most striking changes is the refreshed color palette: electric blue and pink for Ligue 1, while Ligue 2 adopts different tones to maintain its own distinct identity while staying connected to the main brand. The logo has been modernized with smoother, more dynamic lines, evoking a sense of constant movement. The goal is clear: to give the league a unique identity, something it has struggled with in recent years compared to the Premier League, LaLiga, and Bundesliga.
Storytelling and Narrative: The Challenge of “We Will Show You”
To support the rebranding, Ligue 1 launched a promotional film titled “We Will Show You,” produced by Sid Lee Paris. The story follows a skeptical British fan who embarks on a journey through the iconic football cities of France, from Marseille to Paris, ultimately discovering the deep cultural essence of the sport. The cameo appearance of Thierry Henry, a global football icon, reinforces the message: French football is a spectacle of its own, capable of surprising anyone willing to experience it.
An Identity to Export: Between Soft Power and Commercial Strategy
This transformation is not just about aesthetics. French football aims to position itself as an exportable product, attracting a global audience. In recent years, the LFP has faced economic challenges, including a decline in TV rights revenue and the departure of major stars like Neymar and Messi. The new direction focuses on developing young talent, emphasizing Ligue 1’s technical DNA, and crafting an entertainment model that resonates internationally.
In an era where football is increasingly intertwined with brand identity, France is carving out its own space: a league that does not imitate others but embraces its own uniqueness. The success of this transformation will depend on Ligue 1’s ability to tell its story credibly and engagingly—without losing its soul.
