March 25 – LFP Media has signed a multi-year agreement with CAMB.AI to enhance the international accessibility of Ligue 1 McDonald’s and Ligue 2 BKT.
The deal will see AI-powered translation, voice emulation and dubbing integrated into the leagues’ media output, allowing global audiences to consume match commentary, interviews and exclusive content in multiple languages.
With Ligue 1’s international following surpassing 50 million across social media, the partnership aligns with LFP Media’s broader commercial strategy to expand the league’s global footprint.
By improving linguistic accessibility, the deal strengthens Ligue 1’s value proposition for international broadcasters, sponsors and digital platforms, making French football more marketable in key overseas territories.
Martin Aurenche, chief media officer of LFP Media, said: “We have worked with CAMB.AI over the last few months to identify multiple use cases and impact points which enhance our fan engagement and will bring unprecedented value to our international broadcasters. This partnership marks another step in LFP Media’s strategy to become the world’s leading league in AI-driven innovation.”
For CAMB.AI, the partnership further cements its position as a key player in AI-driven language solutions for the sports industry.
Akshat Prakash, CTO and co-founder of CAMB.AI, said: “Our agreement with LFP Media is yet another ratification of the holistic language transformation that we can bring to large organisations, which delivers real improvements in consumer engagement, growth in revenue and reduction in operating costs. It’s a proud moment for everyone at CAMB.AI.”
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