French basketball’s LNB league organizer has extended its partnership with Paris-based consultancy firm LaSource until 2031.
The two parties initially partnered in 2025 in a deal focused on enhancing the digital side of LNB’s business and improving the fan experience.
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The renewed five-year tie-up will now be expanded into new areas, including content, digital platforms, data, CRM, services for clubs, and commercial development.
In practical terms, the partnership provides for different levels of involvement. LaSource will be on hand to lead certain projects, work alongside the league’s teams on others, or provide support on an ad hoc basis.
The LNB, which administrates both the top-flight LNB Elite and second-tier Pro B competitions, retains responsibility for approving the overall strategic direction, with roles and responsibilities defined for each project.
The LNB is organising a Customer Workshop bringing together club representatives, its own teams and the UCPB (Union of Professional Basketball Clubs).
LaSource will facilitate the discussions, with the aim of “understanding the operational challenges faced by club teams, the commercial priorities of club management, and the specific needs of individual clubs, before identifying opportunities for improvement, shared initiatives and collective development.”
The initiative is intended to produce recommendations on audience insights and fan satisfaction.
The initial recommendations from the Customer Workshop are expected by March 2027, ahead of consideration by the LNB’s governing bodies.
Fabrice Jouhaud, chief executive of the LNB, said: “We want to inspire people to follow a player, then their club, and then the league. It is this connection that we are seeking to strengthen. The new agreement with LaSource enables us to continue this work over the long term, alongside our teams and our clubs.”
David Gonçalves, co-founder and COO of LaSource, added: “Launching a website or defining a content strategy is just one step. Value is built over time through what we publish each week, the improvements we choose to make and the campaigns we deliver. Our role is to ensure continuity in this work with the league and to contribute directly to its execution.
“We are committed to the long term, but not to a rigid programme. The benefit of this framework is precisely that it allows us to adjust priorities as the seasons progress and in line with results.”
The LNB and LaSource claim the partnership has already delivered tangible results. During the 2025-26 season, the LNB Elite social media accounts recorded 11.1 million interactions, an increase of 109%.
Domestically, the LNB Elite is broadcast by global OTT service DAZN, which took over as the competition’s broadcaster in mid-2024 after the collapse of the league’s deal with streaming platform Skweek.
DAZN holds the rights through the 2028-29 campaign.
Past LaSource clients exist mostly in the realm of European soccer, including player representative body FIFPro, the continent's UEFA governing body, Germany's DFL, and Switzerland's Swiss Football League.
