Marathon et semi de Paris : Cadence set to double ASO?

According to Le Parisien, the City of Paris has reportedly chosen the Cadence group (Keneo, OSE, and an agency from the Havas group) to take over the organization of the Paris marathon and half-marathon starting in 2027, ending the era initiated by ASO in 1998. This decision, which still needs approval from the Paris Council, would grant Cadence a concession lasting until 2030, potentially reshaping the format, storytelling, and marketing activations of the two major running events on the Parisian calendar.

La Cour des comptes sounds the alarm on a sports model dependent on life support

In its analysis of the 2025 budget execution, the Cour des comptes highlights a historically declining mission “Sport, youth, and community life,” with a nearly 13% reduction in credits and a chaotic budget regulation. Following Paris 2024, the fragility of a model dependent on the National Sports Agency, volatile taxes, and nearly unmanaged fiscal niches (€4.6 billion) is revealed, amidst tensions surrounding the upcoming 2030 Winter Games sequence.

2027 World Championships: Credit Agricole des Savoie steps up as a territorial pillar

Credit Agricole des Savoie becomes the Official Partner of the UCI 2027 World Cycling Championships Haute-Savoie Mont-Blanc, being the primary local private partner of an event expected to attract over 15,000 athletes across 15 sites. With 728,000 clients and a network of 153 agencies, the regional bank leverages this partnership for territorial development, extending its support for athletes from Team Credit Agricole des Savoie and the booming cycling sector.

Intersport rides the wave of ‘Bleus’ with its “Foot & Style” guide

As the official distributor of the French national team, Intersport introduces “Foot & Style,” a free 38-page magazine with quirky content to capture the excitement of the 2026 World Cup and expand its target audience beyond football fans. Featuring fan tests, a lexicon, horoscopes, and fashion content, the brand establishes a lifestyle and inclusive positioning, integrated with a 360-degree strategy that includes a pop-up store scheduled to open in June under the Canopée des Halles in Paris.

CB emphasizes teamwork with the Best Team Prize

CB becomes the Official Partner of the Women’s Tour de France with Zwift from 2026 to 2030, deepening its involvement in women’s cycling following support to the FDJ-SUEZ team. The partnership introduces the creation of the Best Team Prize, awarded during the ninth stage to recognize the often unseen roles in the peloton, through expert selection and public voting.

UCPA: an associative model gaining strength

With a €350 million turnover in 2025 and an EBITDA of €32 million (9% of turnover), UCPA significantly improves its operational performance while remaining slightly in the red, targeting a balance by the end of 2026. Supported by 250,000 sports vacationers, 15 million entries in local facilities, and structural projects like PRISME in Bobigny, the group consolidates a non-profit model combining accessibility, inclusion, and ecological transition.

Source: Sport Strategies