French Football Signs Landmark AI Commentary Deal with Camb.AI to Globalise Broadcasts

French professional football has taken a major step in the use of artificial intelligence in live sports broadcasting, following a multi-year agreement between LFP Media and Camb.AI. The deal will see Camb.AI’s real-time, multilingual commentary technology rolled out across Ligue 1 and Ligue 2 fixtures, with the aim of significantly expanding the leagues’ global reach and accessibility.

The partnership enables LFP Media—the broadcast arm of the Ligue de Football Professionnel—to deploy Camb.AI’s proprietary platform to deliver live commentary in over 30 languages, including Arabic, Spanish, German, Mandarin, and Hindi. Rather than relying on traditional dubbing or multilingual commentary teams, the technology uses AI-powered voice synthesis, real-time translation, and emotion-matching to produce authentic-sounding localised commentary instantly.

The implementation began during the 2023/24 season and will be scaled across all international broadcasts by mid-2025. According to Camb.AI, this represents the first real-time AI-driven multilingual commentary deployment at this scale in top-tier European football. By offering localised content to a global audience, LFP aims to increase international fan engagement, unlock new monetisation opportunities, and enhance the value of its global media rights portfolio.

For Camb.AI, the deal positions the company at the forefront of AI audio solutions in sport, reinforcing the growing demand for scalable, automated tools that can personalise broadcasts while reducing production costs. Its platform doesn’t just translate commentary—it replicates the speaker’s voice, tone, and energy in the target language, offering a seamless listening experience that preserves the character of the original broadcast.

The commercial implications are significant. With international markets representing an increasingly important revenue stream for European football leagues, the ability to localise live content without substantial human infrastructure offers a cost-effective and scalable path to global growth. Sponsors and advertisers also stand to benefit from broader audience targeting and greater reach across diverse markets.

The partnership reflects a broader industry trend toward the integration of AI in sports broadcasting. As rights holders and platforms face rising content demands and evolving audience preferences, AI-driven tools are becoming central to strategies aimed at personalising and distributing content more efficiently. 

Elsewhere, the PGA Tour has also advanced its use of AI-generated commentary. During THE PLAYERS Championship earlier this month, the TOURCast platform delivered automated shot-by-shot narration using generative AI and real-time ShotLink data. This underscores the rapid expansion of AI-driven commentary in professional sport. As these tools mature, AI-generated voice solutions are increasingly reshaping the future of fan engagement and content delivery on a global scale.