The Tour de France continues to attract brands from sectors well beyond sport. By formalizing its arrival at the most followed cycling event in the world, Charal signs a very large-scale visibility operation. Every summer, the Grande Boucle boasts nearly 14 million spectators on the roadside and broadcast…

Shure has announced that it is taking a minority stake in the American start-up EDGE Sound Research, with the ambition of accelerating the development of immersive audio experiences in sports and broadcasting. The audio equipment manufacturer, a global reference in the sector since 1925, highlights a long-term collaboration…

Le rapport de la Cour des comptes sur le COJOP peut se lire comme un bilan financier. Ce serait logique. C’est même ce que l’on attend d’abord d’un tel document : des recettes, des dépenses, des écarts, des alertes, des arbitrages, des responsabilités. Après des Jeux olympiques et…

Le sponsoring sportif entre dans une zone de vérité. Longtemps pensé comme un outil de visibilité, d’hospitalité, d’activation commerciale et de préférence de marque, il se trouve désormais rattrapé par une question plus exigeante : à quoi sert-il vraiment, au-delà de l’exposition médiatique ? L’étude publiée par Fair…

Sport is no longer just about being seen, it must be felt. This is precisely the terrain on which Getty Images has chosen to advance in the run-up to Milano Cortina 2026. The agency, a world reference in sports imagery, is undertaking in-depth work on how to tell…

The social and solidarity economy (ESS), which irrigates French association sport with its neighborhood clubs and territorial animation structures, has just suffered a brutal shock. The ESS France economic report for Q4 2025 clearly attests to this: over one year, the sector lost 10,447 net jobs at the…

Trail running continues to change. Long established in a niche culture, shaped by communities of runners, mountain territories and a certain idea of ​​long-term effort, it has become one of the most dynamic areas of international event sport. It is in this context that UTMB Group chose LEVELED,…

Intersport leaves nothing to chance. A few weeks before the start of the 2026 World Cup, the brand is deploying a major marketing offensive with the launch of “Foot & Style”, a free guide which shakes up the traditional codes of communication around football. This 38-page publication, available…

The marathon world turned upside down on April 26, 2026 in the streets of London. Sabastian Sawe shattered the barriers of possibility, completing the marathon in 1h59’30, thus erasing the world record of 2h00’35 which belonged to the late Kelvin Kiptum. More than a record, this performance marks…

Nike Training inaugurates a new space in Paris dedicated to performance with the Hard Wins Clubopen from April 24 to 26 at 60 rue de Richelieu (Paris 2nd). Designed as an ephemeral laboratory of modern training, this three-day hub showcases the global approach to performance developed by the…