An announcement worth 5.4 million euros
On June 12, the Professional Football League announced a future naming partnership with the Uber Eats brand starting in 2020. This information quickly went viral and was widely shared on social media and media sites. On Twitter alone, in 24 hours, no less than 21,493 contents mentioned this partnership.
In comparison, the announcement of the naming partnership with Conforama was mentioned in 29,152 posts on Twitter in 24 hours.
A complementarity of audiences
Comparing the Twitter audiences of the two entities, we can see that this partnership will allow Uber Eats to reach a younger audience (18-24 for L1 compared to 25-34 for Uber Eats) and less focused on Paris (18% for L1 against 48% for Uber Eats).
A more positive reaction than with Conforama naming
If we observe the reactions on Facebook dealing with the announcement of the naming with Uber Eats on 12/06/2019 or the one with Conforama on 20/04/2017, we notice that the 2019 announcement made the audiences laugh more and generated
fewer negative reactions. As the naming has already been tested by Conforama, the reactions are logically less hostile.
But also on social networks and in foreign media
Netherlands, Indonesia, Poland or even the United Kingdom, several articles mock this partnership or repeat tweets that do so. Except on Twitter where English people who like to criticize Ligue 1 by calling it
“Farmer's League” are happy to now be able to talk about Uber Eats Farmer's League.
Media equivalent
“The announcement of the Naming Ligue 1 Uber Eats generated digital impact in 24 hours equivalent to a media plan of 5.4 million euros according to our estimates” Clément Joffrin, Sport Consultant at The Metrics
Factory.
