Xiaomi becomes official partner of the LNB and focuses on the fan experience
Xiaomi associates with the National Basketball League (LNB) as official sponsor of the Betclic ELITE and ELITE 2 championships from March 21, 2026. This strategic partnership aims to bring together technology, sport and urban culture, while promoting common values such as team spirit and collective performance. 
At the heart of the system: a digital activation aimed at fans, with immersive content, the presence of influencers on the pitch and experiences around the Xiaomi ecosystem. The brand also highlights its products, notably the Redmi Note 15 series, linked to the notions of endurance and performance specific to basketball.
This alliance illustrates the LNB’s desire to strengthen the attractiveness of its championship and offer new innovative experiences to supporters.
Google and the FFF join forces to revolutionize the Blues experience thanks to AI
Google and the French Football Federation (FFF) announced the signing of an unprecedented strategic partnership, effective from the next meeting of theFrench football team. In this context, Google becomes “Technological Partner” of the Blues, a status created especially to support the ambition of the FFF to strengthen its international influence.
This partnership is based on a common vision: exploiting technology, and in particular artificial intelligence, to transform the fan experience and offer new ways to experience the team’s highlights, beyond the field.
Three pillars structure this collaboration. First of all, Gemini becomes the official AI assistant of the French team. It will allow the FFF to develop innovative, interactive and immersive content, thus enriching communication around the Blues. Then, Google Pixel smartphones become the official tools of social media teams, who will be able to capture behind the scenes and key moments via the “Shot on Pixel” program. Finally, the Google Search will be used to provide enriched experiences in search results, making it easier for fans to access matches, performances and team news.
For Google, this partnership illustrates its desire to put its technologies at the service of sport and bring fans closer to their favorite teams. On the FFF side, it is part of a strategy of modernization and international expansion, particularly in key markets such as the United States and Asia.
In short, this alliance marks a new stage in the digitalization of French football, by placing technological innovation and the fan experience at the heart of the development of the “Équipe de France” brand.
Roland-Garros 2026: JR signs an artistic poster between clay and a contemporary look
The French Tennis Federation entrusted the creation of the official poster of Roland-Garros 2026 to the French artist JRa major figure in international street art. Faithful to a tradition initiated in 1980, each year the tournament associates its identity with a contemporary work, making its poster an emblematic cultural element.
For this edition, JR offers an original creation combining photography and real installation, as visible on the page 2 from the file: a composition marked by clay, the central element of the tournament, and a black and white eye, the artist’s artistic signature. This work, photographed directly on the Philippe-Chatrier court, illustrates the invisible work of preparing the grounds, in particular the gesture of the maintenance teams dispersing the ocher earth, transformed here into a poetic and graphic image.
Beyond aesthetics, the poster invites interpretation and reflection, leaving the public the freedom to appropriate its meaning, in the continuity of JR’s participatory approach. The artist was inspired by the behind-the-scenes of the tournament and the court preparation ritual to offer a unique vision, combining sport, material and perspective.
This collaboration is part of more than 45 years of history linking Roland-Garros and the world of art, where each poster contributes to telling a different facet of the tournament. With JR, the 2026 edition further strengthens this artistic dimension by offering a work that is both immersive, symbolic and deeply anchored in the identity of the Parisian Grand Slam.
MerConcept and SAS unite data and AI to boost performance and decarbonize navigation
MerConcept et SAS Institute announce a strategic partnership aimed at harnessing the power of data and artificial intelligence to improve the performance of boats and accelerate the transition to carbon-free maritime transport. 
Thanks to the solutions SAS Viya et SAS Visual Analyticsteams can now analyze nearly 80 parameters in real time (wind, speed, settings, foils, etc.), compared to just a few previously. This approach allows a much finer understanding of the behavior of the boats, with concrete optimizations for the crew, particularly on settings and energy efficiency.
The first results, obtained on the SVR-LAZARTIGUE trimaran, have already made it possible to identify “families of behavior” using classification models, offering more precise decision support in navigation.
Beyond sports performance, this partnership opens up perspectives in machine learning, advanced weather forecasting, materials optimization and sustainability. The objective is twofold: prepare for major deadlines such as Rum Route and contribute in the long term to more economical and carbon-free maritime mobility.
Veepee puts exclusive tickets on sale for the Champions League quarter-finals
Veepee launches an exceptional sale allowing its members to access tickets for the quarter-finals of the UEFA Champions League. The operation, open since March 19, notably offers prestigious posters such as Liverpool FC vs Paris Saint-Germainas well as other meetings involving the biggest European clubs. 
Reserved for members, this offer includes tickets and stays with payment facilities, in order to make this premium experience more accessible to football fans.
ASICS and i-Run merge running and Japanese culture with an exclusive collection
ASICS et i-Run unveil an original collaboration combining sporting performance and Japanese cultural heritage. At the heart of this initiative: a revisited version of the GEL-NIMBUS 28, accompanied by a new manga entitled Run Rise, Run Set. 
Inspired by ASICS’ Japanese roots and the kaizen philosophy, this collection highlights a design evocative of Japan, with a cloud print and a gradient reminiscent of the sunrise. On the technical side, the shoe retains its key innovations (FF BLAST™ PLUS, PureGEL™, HYBRID ASICSGRIP™), guaranteeing comfort, cushioning and stability.
Designed as a bridge between sport and culture, this collaboration is also based on a manga created by Tiers and Topher, whose characters are inspired by real running figures. Available exclusively at i-Run, the collection includes shoes, textiles and a limited edition of the manga, reinforcing its positioning at the crossroads of performance and Japanese pop culture.
INTERSPORT becomes official distributor of the FFR until 2029
INTERSPORT and the French Rugby Federation announce a three-year strategic partnership, making INTERSPORT the official distributor of French rugby. Sealed during the France-England match of the Six Nations Tournament, this agreement aims to sustainably support clubs and licensees throughout the country. 
This collaboration provides in particular dedicated benefits and equipment to facilitate access to the practice, in line with INTERSPORT’s commitment to a more accessible sport. It is also part of the FFR’s strategy to strengthen the development of amateur rugby, relying on a network of nearly 2,000 clubs and more than 360,000 licensees.
XPENG becomes official TOP 14 car until 2029
The National Rugby League et XPENG announce a strategic partnership until 2029, making the manufacturer the Official Car and Official Supplier of TOP 14.
This collaboration combines sporting performance and technological innovation, with the common ambition of promoting intelligent electric mobility as close as possible to the regions. Thanks to a network of dealerships present in the cities of the championship, XPENG will benefit from strong visibility and activations among fans, contributing to the influence of the TOP 14 and the democratization of electric mobility.
celio partners with Bastide UTS Nîmes and focuses on more accessible tennis
The brand celio becomes Official Partner of Bastide UTS Nîmesconfirming the attractiveness of this innovative world tennis event. Organized in the Nîmes Arena on April 3 and 4, the tournament will bring together several players from the Top 15 in the world and will launch the clay court season.
At the heart of this partnership, celio will sponsor the “UTS Normal Cup by Celio”, a competition allowing amateur players to compete against professionals, reinforcing the accessible and spectacular DNA of the UTS format. The brand will also be associated with the “Bonus Card”, a key moment of matches, for maximum visibility during the highlights.
With this collaboration, celio confirms its roots in tennis and its desire to bring the sport closer to the general public.
CeraVe partners with the Kings League France to attract the new generation
The care brand CeraVe becomes an official partner of the Kings League France Crédit Agricolestrengthening its presence in the world of sports-entertainment. This partnership aims to reach Gen Z by relying on an innovative format combining football, influence and digital entertainment. 
Throughout the season, CeraVe will activate its presence via immersive devices, including a dedicated mascot, while raising awareness among young people of essential skin care procedures. A strategic alliance which illustrates the brand’s desire to anchor itself in new cultural and sporting territories.
AJ
PakarPBN
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