A few years ago, the promise of televised football was mainly based on a simple equation: live, big screen, sofa. In 2026, it will become significantly more complex. The match is no longer just content watched at a fixed time, but an experience to be arbitrated between technical…
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Teisseire already knows the route. Before returning to the Tour de France Femmes in 2024 with Zwift, the brand had accompanied the Tour de France for almost a decade, from 2010 to 2018. It now chooses to extend the adventure with ASO until 2029, confirming a presence which…
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In sponsorship, the title partner occupies a special place. He is not just one advertiser among others. Its name often accompanies that of the event, appears on bibs, starting arches, press releases, rankings, social content, participant emails and signage materials. This visibility, sought after for its power of…
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At a time when England is widening the gap economically, French women’s football is trying to change dimension. And the LFFP now wants to support its speech with concrete results. Behind the final of the Arkema Premier League Playoffs between OL Lyonnes and Paris FC, the League seeks…
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The symbol is simple, but the message is powerful. From this spring of 2026, French referees will enter the fields with a number printed on their backs, like the players. This unique number – 84 – does not refer to a department or a particular generation. It reflects…
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The document arrives in a context of budgetary tension, crisis in the healthcare system and explosion of disorders linked to a sedentary lifestyle. His message is clear: France spends enormously to repair the health consequences of harmful lifestyles, but very little to transform the environments that produce them.…
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Because Porte d’Auteuil, growth is not built on one-upmanship. Here, no uncontrolled multiplication of partners, no permanent commercial inflation, no dilution of the brand. Roland-Garros is progressing differently. Slower perhaps. But with a consistency that now intrigues the entire sports business ecosystem. In this new file of Sports…
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A nuanced reading: Knysna, memory and lack With The Bus: the Blues on strikeNetflix is not only signing a documentary on Knysna: the platform is exhuming a French trauma by transforming it into an object of narration. The subject is strong, the material is explosive and the access…
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Panini is not leaving the World Cup immediately. The Modena company will still have two major editions to exploit: the 2026 World Cup, organized in the United States, Canada and Mexico, the first tournament with 48 teams and 104 matches, then that of 2030, the centenary edition mainly…
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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…
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