As the Content Marketing Manager for WSC Sports, I’ve spent the last five years promoting, well…WSC Sports. Telling our story. Explaining what we do. Framing the capabilities and demonstrating the value. It’s a great story, one that I still thoroughly enjoy telling, but every once in a while, you need to drop the usual routine, pick up a camera, and just go see it for yourself.
That’s what this trip to Paris was. Three days. Two leagues (Ligue 1 & 2) in transformation. One organisation (LFP), and we were there to capture it all.
So I packed my bag and joined the LFP Media team in Paris during the final match week of the 2024/25 Ligue 1 season, a moment that was equal parts logistics and emotion. Who would be relegated? Who would win promotion from Ligue 2? And who would secure those coveted European qualification spots? Everything was still to be decided.
This is a league that just rebranded, reclaimed its media rights, and finished its first full season working with WSC Sports. For us, it was a rare opportunity to bring that entire story to life, not from our perspective but theirs.
The Setup
Our first stop was the LFP’s offices in central Paris, a sleek modern space that not only boasts stunning views of the Parisian skyline but also pays homage to French football icons past and present. This is where the content gets made, the broadcast assets are managed, and the LFP strategy lives. We were welcomed in, briefed by the team, and even got exclusive access to the new Ligue 1 trophy before it was lifted by PSG later that weekend.
From the start, this wasn’t a standard testimonial shoot. It was a film project, a chance to show how modern sports storytelling works behind the scenes. That meant scouting locations, choosing the right voices, and deciding which storylines best represent the shift the LFP is making—from a top-tier regional competition to becoming a globally followed brand with scalable content strategies.
The Interviews
Over two days, we spoke with senior leadership, production leads, and digital creatives, including Martin Aurenche, Senior Director of Media, Cyprien Castanedo, International Media Project Manager, and Gwendal Courtel, Director of Media Production. They didn’t just speak about automation and AI. They spoke about why they needed it.
Why? Because the volume of content required to stay relevant today is staggering. And 56 pieces per game on average, 34,000 total in a single season, 75% of it completely automated, is how the LFP Media team rose to that challenge. It’s not just about volume, fans expect more than just highlights, they want variation in storytelling, in formats, they want personalized edits, immersive experiences, and real-time delivery across every platform.
And because when your goal is to tell every story, not just the headline moments, you need tools that can keep up with the pace of the game and the pressure of modern fan expectations.
After writing the messaging for WSC Sports for so many years, it’s always refreshing to hear a client describe the value of our product in their own words. I’ve caught myself several times thinking, “That’s not my usual messaging, but I like it!” Hearing senior executives speak so glowingly about our product is always an adrenaline rush, and I find myself celebrating each moment of praise, though I have to keep it to myself (remember, the cameras are rolling). It’s like you know they’ve just delivered something awesome, something that resonates with others in their position, industry-wide, and you can’t wait to hear it again when the editing is over. What mic-drop moments did the LFP deliver, you ask? Well, you’ll need to see for yourself in the full video at the bottom.
The Match
On Day 3, we joined the LFP team at a packed Parc des Princes to watch PSG vs. Auxerre. With PSG sealing the Ligue 1 title weeks earlier, whatever was set to happen over the next 90 minutes was irrelevant, the players and fans knew soon enough they would see their team lift the brand new Ligue 1 trophy for the first time, and a league record thirteenth time.
I remember thinking, with the title lift a foregone conclusion, how will the LFP make this an equally entertaining affair? Well, the teams for sure helped. After a wobbly start from the home side, Auxerre took the lead and looked to spoil the party. It wasn’t until the second half that PSG remembered this was their day, switching things on in style with a brace from the lightning-quick Kvaratskhelia and captain fantastic Marquinhos popping up to head home from a corner.
With the teams taking care of the entertainment on the pitch, it was over to the LFP production crews to take care of the rest. We filmed their workflow in action, following the photographers and social media team as they captured the stadium energy, all the action from the game, the final whistle, the trophy lift, the fireworks, and the celebratory chaos that followed.
This wasn’t just match coverage, it was a front-row seat to witness how content gets built in real time. From mobile apps with real-time vertical storytelling, to feeding content to international broadcasters, to using exciting features like GenAI overlays, the LFP team was moving fast, publishing faster, and still finding time to tell emotional, well-produced stories to fans in France and beyond. Not just from the PSG game alone…but for the eight other Ligue 1 games happening simultaneously around the country!
The Takeaway
There’s something special and intriguing about seeing your product in someone else’s hands. Watching the LFP team use WSC Sports not just to save time, but to spend time on the more creative parts. To test new formats. To add context and additional stories. To reach new fan segments with vertical video and fantasy integrations. To rethink what a league’s media hub could look like.
For me, this trip wasn’t just about documenting results. It was about watching our mission in motion: to give sports storytellers the tools to be quicker, create smarter, and deliver content that actually meets the moment. At scale, but with soul.
It’s astonishing to think the LFP is just one year in with WSC Sports. In that time, more than 600 matches were ingested (and many seasons from the archive). More than a thousand hours of content were produced from the 2024/25 season alone. And on one warm weekend in Paris, one short film that tries to capture what it all means. Enjoy!
For a deeper dive into the impact WSC Sports is having on Ligue 1 McDonald’s, check out the case study for data and more.
