Four announcements, one name. In a few hours, eToro sealed major deals with Olympique de Marseille, Olympique Lyonnais, AS Monaco, and LOSC. These partnerships, valid until June 2028, propel the investment platform to the center of the controversy in Ligue 1. Because the brand, founded in 2007 in Tel Aviv, becomes the most visible Israeli partner in French football. On the LED boards, by the sidelines, the logo is already prominently displayed. On the Lille jersey sleeve, it has been shown for several months. And, since 2025-2026, the mention “Official Trading Partner” has been deployed in the communications of the French clubs.
Why now? To strengthen an already proven presence, notably in Monaco, where eToro appeared as the main sponsor between 2021 and 2023. Where does this take place? In stadiums, on social networks, and in marketing departments. How? Through multiplied visibility and activations focused on financial education. But the debate is heating up. In Marseille, supporters are demanding accountability from the management. In Lyon, voices criticize a choice deemed contrary to the club’s DNA. In the background, the Middle East conflict fuels tensions. The equation therefore goes beyond simple football sponsorship: it touches on sports marketing, regulation, and international relations.
Ligue 1: eToro, the Israeli partner imposes itself at four French clubs
The movement is clear. OM, OL, AS Monaco, and LOSC formalize agreements up to 2028 with eToro. The platform gains LED visibility on the four venues and confirmed textile presence in Lille.
Concretely, the activations combine educational content, hospitality, and digital operations. The goal is twofold: attract new users and retain club communities. Meanwhile, the F1 Alpine team has been added to the portfolio to broaden international reach.
What changes for OM, OL, AS Monaco, and LOSC
In Marseille and Lyon, the brand enters the heart of matchday flows and social channels. In Monaco, it extends a relationship begun in 2021. In Lille, the logo appears on the sleeve, with an activation plan oriented towards proximity and financial education.
The management explains aiming for performance and transparency. Olivier Létang praised an innovative and international partner, aligned with the result-driven culture of the northern club.
- Visibility: LED boards, digital content, jersey sleeves at LOSC.
- Timing: active agreements, aiming for June 2028.
- Positioning: “Official Trading Partner” in Ligue 1 since 2025-2026.
- Objective: education in investment, acquisition, and engagement.
Controversy and supporters: why the deal sparks debate
The choice leaves no one indifferent. In Marseille, many messages reject the association with an Israeli partner, judged immoral by some. In Lyon, critics target the club’s social promise against a trading actor.
Geopolitics enters the stands. Some seek explanations from management, notably Mehdi Benatia on the OM side. At heart, it is a battle of image and values that begins, between local engagement and global ambitions.
The geopolitical prism and risk perception
The Middle East context exacerbates reactions. Clubs therefore face a reputational risk. Yet the ecosystem recalls that Ligue 1 depends on international alliances to remain competitive.
On the commercial field, transparency about fund usage and education are crucial. Without this, doubt persists and weakens the narrative of a partnership useful to supporters.
Who is eToro? Expansion, investment, and footprint in sports
Founded in 2007 in Tel Aviv, eToro claims nearly 40 million users in 75 countries. The platform accelerated in 2024 with access to the Dubai Financial Market and staking offers on Ethereum and Solana.
Already main shirt sponsor of Monaco between 2021 and 2023, the brand multiplied activations. Today, it targets premium visibility and convergence of sports and financial communities.
Key landmarks and new offers
- Markets: expanded access via DFM, multi-asset diversification.
- Products: investment and staking features (ETH, SOL).
- Sports: presence in F1 with Alpine, reinforced footprint in Ligue 1.
- Audience: international focus, France axis amplified by the four clubs.
| Club | Status with eToro | Visibility | Deadline | Specifics |
|---|---|---|---|---|
| OM | Official Trading Partner | LED boards, digital content | June 2028 | Strong exposure, supporter debates |
| OL | Official Trading Partner | LED boards, hospitality | June 2028 | Mixed reactions online |
| AS Monaco | Official Partner (ex-shirt sponsor 2021-2023) | LED boards, premium activations | June 2028 | Continuity of a historic relationship |
| LOSC | Official Trading Partner | LED boards + sleeve on the jersey | June 2028 | Message focused on performance and transparency |
Sports marketing and international relations: what challenges for Ligue 1?
Ligue 1 is also played off the pitch. These deals offer a financial and audience lever, with broader fallout for the championship’s appeal. In return, they require exemplary governance.
Moreover, editorial coherence becomes central. Clubs must explain, measure, and share concrete benefits for their communities. Without a clear narrative, the promise dissolves and trust declines.
Activation, ROI, and safeguards
Success will come through readable KPIs: reach, engagement, CRM, conversions, matchday revenues. Educational activations must be useful, simple, and supervised. This is where the conquest of skeptics is won.
Finally, regulatory compliance remains a pillar. Between financial regulation and ethical standards, the robustness of the system will protect clubs and fans.
By 2028: points of vigilance for clubs and the LFP
By June 2028, five axes will make the difference. First, active listening of the stands. Next, useful activations, co-built with supporters. Thirdly, increased transparency on flows and local impact.
Fourth, education on risks related to investment. Finally, agile management, capable of adjusting the partnership if the context hardens. The challenge is simple: align business, values, and fan protection.
Why is eToro partnering with four Ligue 1 clubs?
To gain visibility, engage communities, and accelerate user acquisition. Football offers a unique reach in France and internationally, with a rapid impact on notoriety and CRM.
What elements fuel the controversy around the Israeli partner?
The geopolitical context in the Middle East and the perception of trading raise reservations. Supporters question the alignment between the clubs’ values, ethics, and social promise.
What changes immediately in the stadiums?
A reinforced presence on LED boards for OM, OL, AS Monaco, and LOSC, with digital activations. LOSC retains the logo on the sleeve.
Is eToro already present in French sports?
Yes. The brand was the shirt sponsor of AS Monaco between 2021 and 2023 and collaborates with the Alpine F1 team, while developing its presence in Ligue 1.
Which indicators should be monitored until 2028?
Media reach, fan engagement, qualified registrations, related sales, brand perception, and compliance. These KPIs illuminate the real impact of sponsorship on and off the field.