LFP Media and CAMB.AI have announced a groundbreaking multi-year partnership to leverage advanced language AI solutions, aiming to connect football fans around the world. This announcement, made on March 20, 2025, signifies an innovative approach to fan engagement for Ligue 1 McDonald’s and Ligue 2 BKT, which are overseen by the LFP, the governing body that represents 36 professional clubs in France.
With Ligue 1 McDonald’s boasting a global following of over 50 million on social media, the potential for expanding its fanbase is enormous. By integrating CAMB.AI’s state-of-the-art AI translation, voice emulation, and dubbing technologies, fans around the world can now enjoy match broadcasts, commentary, interviews, and exclusive content in their preferred languages.
Martin Aurenche, Chief Media Officer of LFP Media, highlighted the importance of this collaboration. “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,” he stated. He added that this partnership marks a significant step in LFP Media’s strategy to become the world’s leading league in AI-driven innovation.
CAMB.AI’s co-founder and CTO, Akshat Prakash, echoed this sentiment, stating, “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.” This ambitious partnership aims to redefine how football content is experienced globally and indicates the growing importance of AI in sport.
CAMB.AI is not new to sports collaboration; it has previously worked with major organizations such as Major League Soccer, Tennis Australia, Eurovision Sport, and Maple Leaf Sports & Entertainment, utilizing its technology to facilitate unprecedented levels of language accessibility. The company’s focus on preserving the original tone, emotion, and authenticity of content as per its proprietary models—BOLI (for translation) and MARS (for speech emulation)—ensures that every translation is culturally contextual and resonates deeply with audiences.
The implications of this partnership extend beyond sports. CAMB.AI’s technology has also been employed by prominent entities like IMAX and Cannadore College for Indigenous speech preservation, showcasing its versatility across various domains of content localization.
Martin Aurenche further emphasized the bold vision of LFP Media, expressing confidence that this venture will not only make French football more accessible but set a new standard across European sports in terms of multilingual content accessibility.
CAMB.AI has recently gained recognition as one of the Top 10 most innovative SportsTech companies, highlighted in a report by Sports Business Journal, and has been involved in notable partnerships with programs like Comcast NBCU SportsTech and Plug and Play SportsTech. The company secured $11 million in a Pre-Series A funding round, building on its earlier $4 million Seed round, attracting significant interest from prominent venture capitalists.
This growing backing is reflective of the potential seen in CAMB.AI’s model, which was developed by a team with backgrounds from Carnegie Mellon, Apple, and Amazon and is now making a significant impact on the global stage. Its latest MARS6 release is an 80 million multilingual prosodic text-to-speech model, available as the first voice model on Amazon Web Services’ Bedrock platform.
Furthermore, Ligue 1 McDonald’s broadcasts are already extensive, being aired by 45 broadcasters in 215 territories and in 40 different languages, emphasizing the league's international scope. This partnership reaffirms LFP’s commitment to evolve and innovate within the highly competitive sports broadcasting space, creating a more connected community of football fans worldwide.
In summary, the collaboration between LFP Media and CAMB.AI represents a strategic and pioneering effort to revolutionize how football content is shared and consumed globally. Fans can anticipate a more immersive experience, available in their own languages, which promises to enhance their connection to Ligue 1 McDonald’s and the broader football community.
