Ligue 1
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Automated & Full of Emotion: How AI Content Is Reinventing Ligue 1 McDonald’s
Summary
Ligue de Football Professionnel (LFP), the governing body behind Ligue 1 McDonald’s and Ligue 2 BKT, has undergone a major strategic shift. Reclaiming control over its media rights, launching a bold rebrand, and restructuring its content operations, the LFP is building a new global presence anchored in innovation. Central to this transformation is a long-term partnership with WSC Sports.
We joined the LFP Media team at their office in Paris ahead of the final match round of the Ligue 1 McDonald’s season to hear how WSC Sports, after just one year, has improved its digital workflow and elevated the fan experience with new content types and experiences on the Ligue 1 McDonald’s app and other owned and operated channels.
KEY RESULTS
- 34,000+ pieces of content created & published
- 75% of videos created automatically
- 1,126 hours of content created
- 56 average pieces of content per game
These results are based on the LFP’s first year with WSC Sports, across 615 games from the 2024-25 Ligue 1 McDonald’s and Ligue 2 BKT seasons.
The Challenge
Changing Perceptions
A key goal for the LFP was to find a way to showcase all the amazing storylines from every match—all the skill, all the goals, all the passion, all the drama and emotion—highlighting the best bits while using a more personalised approach to content to help change perceptions of Ligue 1 McDonald’s.
A Modernised Workflow
The LFP knew it needed to modernize its content and digital workflows and, therefore, explore new technology partners. Specifically, they needed a way to quickly create and publish content at scale for its different audience groups across its digital platforms, as well as share it among the LFP’s international broadcast partners.
Watch the video below…
The Solution
Introducing AI-based Workflows
The LFP partnered with WSC Sports in a wide-ranging agreement centered around AI-based automation technology to transform its digital content operations. Every game from Ligue 1 McDonald’s and Ligue 2 BKT is now ingested into the WSC Sports platform in real-time, with each moment automatically tagged and ranked as it happens. This, in addition to ingesting 20 years’ worth of archive content, opens up a world of storytelling opportunities and ensures the LFP doesn’t miss a chance to tell them all.
Ready For Every Fan on Every Platform
WSC Sports’ AI platform automates highlight creation, scales multiformat content delivery, complete with graphical elements and branding, enabling editorial teams to tell richer, localized stories faster than ever before. WSC Sports’ technology also enables the LFP Media team to implement innovative new content formats on its properties, such as in-app stories, and create new content types such as content overlays created using GenAI.
WSC Sports now serves as a central hub for content ingestion, creation, and distribution across all LFP Media properties.
Takeaways
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Seamless Workflows & Support for Broadcasters
Whether it’s the anniversary of a classic match from 17 years ago or something that just happened on the pitch, the league now has the power to extract every storyline and distribute it in the right format and ratio for its various platforms and different audience types.
Not only is this content ready for the LFP Media team to use instantly, but it is also automatically shared in the LFP’s Broadcast hub to serve its broadcast partners around the world. This provides them with timely branded assets to help grow global fandom for Ligue 1 McDonald’s.
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Advanced Matchday Storytelling
Through vertical storytelling on the Ligue 1 app in the form of stories, the LFP can enhance the matchday experience by showing line-ups, player arrivals, goals, stats, and of course, match highlights—goals, skills, saves, so that every important moment in a game is available to fans. All powered by WSC Sports.
Increased league app activity helps the LFP learn about its users, what teams and players they like, and which content they consume most frequently. This valuable first-party data gives the power back to the LFP, helping them own fan engagement via its owned and operated platforms.
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New Content Types & Experiences
The LFP has been a pioneer with WSC Sports’ GenAI capabilities. Using overlays, they’ve transformed old content into brand new assets to help connect to new audiences, particularly Gen-Z, and spark future fandom among Gen Alpha.
Additionally, with WSC Sports, the LFP has been able to enhance its Fantasy Football app MPG (Mon Petit Gazon), sending users push notifications with near-live goal highlights of any player in their fantasy team.
