What are Xiaomi’s specific business objectives in associating with the Betclic Elite and Pro B championships, particularly in terms of visibility and market share in France?
This partnership aims to establish Xiaomi as the leader in innovation in France by building on the aura of basketball. By becoming the technological sponsor of the LNB, we are directly targeting our core target: a family, urban and tech-savvy audience. Thanks to the presence of 36 clubs throughout France, we are strengthening our local visibility to ultimately fuel the growth of our market share.
What are Xiaomi’s specific business objectives in associating with the Betclic Elite and Pro B championships, particularly in terms of visibility and market share in France?
Beyond the numbers, we want to bring Xiaomi into the daily lives of the French through the door of emotion. Basketball, with its dynamic and urban image, resembles us and offers us a presence throughout the territory via the LNB clubs. Our goal is clear, to make Xiaomi rhyme with performance and innovation in the minds of fans. It is this work on notoriety and proximity that will sustainably fuel our growth.
How does this partnership fit into Xiaomi’s “Unboring” strategy and its growing commitment to French sport?
Basketball is an electric and creative sport where everything is at stake every second, which makes it the perfect echo of our “Unboring” philosophy and our products that make you smile when using them. By joining the LNB, we are moving away from our classic marketing campaigns to link the adrenaline of the courts to the energy of Xiaomi. This partnership illustrates our desire to transform everyday life into an exciting and connected experience, as close as possible to the passions of the French.
Can you detail the fan activation plan, such as the immersive content, social lives and showcases produced in the fanzones?
We want fans to experience basketball “in Xiaomi mode” thanks to a system focused on immersion. This involves new content “At the heart of the game” to reveal the humanity and adrenaline of the locker room, but also through spontaneous formats on TikTok and Instagram to capture the energy of the stands. In the stands, we will show that basketball is mainly shared between enthusiasts and during tournaments we will make our experiential zone a sharing place where supporters can have fun with our ecosystem and discover how our technology can enrich their passion.
What role will influencers and the Xiaomi Community play in bringing supporters closer to players and Xiaomi technology?
Our community and our influencers are more than relays but the link with the fans. Our goal is to transform the audience into an engaged community, where we discuss as passionately about the last dunk of the game as about the photo capabilities of our smartphones.
How do the values of team, endurance and resilience of basketball match those of Xiaomi, especially with the REDMI Note 15 series?
There is a natural synergy between the demands of basketball and Xiaomi’s DNA. On the floor as in technology, victory relies on resilience and the collective. This endurance is at the heart of our Redmi Note 15 series. Like an athlete capable of performing until the final whistle, our smartphones are designed to offer record battery life and reliability, meeting the needs of those who, like us, do not compromise on performance.
What prospects do you see for extending this partnership beyond this season, with the LNB or other sports leagues?
The launch of this partnership on March 21, 2026 is only the beginning of a long adventure. The LNB is a strategic partner for us, because it reveals the talents of tomorrow, an ambition that we also have for our innovations. If our priority is to succeed in this immersion in French basketball, we remain open to opportunities to strengthen our roots in urban culture and high-level sport.
Comments collected by Alain Jouve
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