01/03 — UTMB × Vibram: renewal of a long-standing partnership

The Ultra-Trail du Mont-Blanc is extending its partnership with Vibram for a further three years.

In 2027, this collaboration will celebrate 20 years of partnership, built on technical innovation and a shared passion for outdoor sports.

This renewal is grounded in strong on-the-ground reality: 46% of participants in the UTMB, CCC and OCC races in 2025 wore Vibram soles.

A partnership that highlights the strength of sponsorship rooted in sporting practice and product credibility.

01/03 — Mistral AI × Team Visma | Lease a Bike: AI in the service of performance

The artificial intelligence company Mistral AI is partnering with the cycling team Team Visma | Lease a Bike.

The aim of the partnership is to use AI to:

• improve sporting performance
• optimise decision-making
• generate a competitive advantage

This collaboration illustrates the growing presence of technology players in sports sponsorship, with a direct impact on performance.

22/03 — Kings League × Adidas partnership renewed

The Kings League is extending its partnership with Adidas through to 2028.

The brand remains the official technical partner, providing shirts, equipment, and the official match ball.

The partnership covers all leagues worldwide (Brazil, etc.), women’s leagues with the Queens League, and international competitions (World Cup Nations & Clubs).

Beyond kit: lifestyle collections and fan-centred marketing activations, aimed at a young, digital audience, predominantly under 34.

A few figures illustrate the league’s digital footprint:

• around 36 million followers
• 26 billion impressions
• more than 1 billion interactions

06/03 — Nike Club MAVN × Westfield London

Nike ran an activation around its Nike MAVN collection, designed for sporty teenage girls balancing training and studies.

The activation took place at Westfield London as an experiential pop-up: collection showroom, workshops, and dance classes—built to create a direct connection with a young, sporty target community.

22/03 — Clubs are developing their running offer

A new trend is emerging: sports clubs are developing their own running initiatives to engage their communities.

It started on social media with a LOSC Lille supporter who ran 10 km for each goal scored and 1 km for each goal conceded. Some clubs are now structuring these initiatives.

Paris Saint-Germain is relaunching its 10 km races and an official running club, targeting an audience that is increasingly female and growing, around performance and pushing limits.

Stade Français is organising an Ekiden (relay marathon) finishing inside the Jean-Bouin stadium.

06/03 — UC3: rethinking the commercial model of European football

UC3 is a new commercial entity tasked with generating revenue from UEFA club competitions, bringing together UEFA and the European Club Association (700+ European clubs). The goal: more value for partners and a clearer model for commercial rights.

22/03 — K-Challenge becomes La Roche-Posay Racing Team

For the 38th America’s Cup (Naples, 2027), K-Challenge becomes the La Roche-Posay Racing Team. The brand frames the Cup as an open-air laboratory: sailors in extreme UV, salt, and wind act as real-world testers for dermatological protocols—proof-led sponsorship rather than logo-only visibility.

22/03 — The French professional sport market reaches €1.78 billion

SPORSORA’s 2025 overview with Nielsen Sports estimates the French professional sport market at €1.78 billion—a record that underlines sponsorship’s economic weight. For brands, that scale signals where money and attention pool, and why story, data, and experience must differentiate assets beyond badge value.