In its new advertising spot for Ligue 1, the LFP tackles the “British”

The Professional Football League unveiled a video clip on Thursday, featuring Thierry Henry in particular. The aim: to promote the diversity of football “made in France”.

“We Will Show You“. Or, rather, “We will show you“, in good French, the title of the new brand film of the Professional Football League, unveiled on Thursday, September 19. In this 2 minute 30 spot, we discover a group of French football fans, the “Frenchies”, who face an English supporter, “the British”, in London.

The latter makes fun of the three French people, wearing football shirts: “French football, really?“, he says mockingly, as a nod to the “Farmers League”, the – mocking – nickname given by some to the French championship.

Without further ado, the French group kidnaps the latter and takes him to visit the French football scene. We then discover supporters from Marseille, Lille, Lyon, Paris, in particular… who mistreat the “British” and show him what “French Football” is, with the notable appearance of Thierry Henry as an airplane pilot over Monaco.

In its press release, the LFP specifies the objectives of this new campaign. First, “make Ligue 1 a strong and recognized brand“, with the idea of “transform the perception of the championship, to strengthen its consideration on the national and international scene” ; Then “regain control of your image” with “audacity” and a “anchoring in Youth Culture” ; and finally, “uA new story to regain control of the Ligue 1 narrative“.

And the press release concludes, in the form of a “Calling all clubs, players, fans” of “demonstrate throughout the season the value of their football“. A “call“which is reminiscent of the psychodrama surrounding the television rights to the football championship which shook Ligue 1 during the summer of 2024.