Joue-La Comme SportsTech Platform Connects Professional Athletes Directly with Fans

Joue-La Comme, a Paris-based sports technology startup, has launched the beta version of its immersive fan engagement platform, designed to connect professional athletes directly with fans whilst creating new monetisation opportunities for both players and brands. The platform debuts with two professional footballers: brothers Over Mandanda (Girondins de Bordeaux) and Parfait Mandanda (Stade Malherbe Caen).

Unlike traditional platforms, Joue-La Comme gives athletes full control over their data and digital presence. Every year, pro athletes generate an estimated $15 billion in digital value—most of which is captured by third parties. Joue-La Comme aims to change that by empowering athletes to become the primary beneficiaries of the content they create, from training sessions to daily routines.

A New Category of Fan Experience

Just as Spotify transformed music consumption, we’re reimagining how fans engage with athletes—by building digital alter egos co-created by athletes and their audiences. Athletes generate hundreds of valuable data points through their daily lives. For the first time, they’ll be able to monetise that directly—whilst fans gain access to content and interaction that go far beyond match day.

said Antoine Lérault, co-founder and CEO.

The beta version includes behind-the-scenes content such as workout routines and experiences money can’t buy. In future iterations, the app will evolve into a broader immersive experience for several sports such as basketball, padel, running, and boxing.

Unlocking the Long Tail of Sports Engagement

For sponsors and brands, the platform offers a new lens into the “long tail” of sports fandom—where engagement extends well beyond the stadium. Joue-La Comme enables brands to tap into athlete-fan interactions that happen outside the 50 official game days per year, through rich behavioural data and engagement analytics.

This isn’t just an app—it’s a shift in how we relate to sports, identity, and performance. Fans can experience their favourite athlete’s workout in real time, benchmark their own fitness, and own moments from training as digital assets. This opens up entirely new, data-driven engagement opportunities for brands.

said co-founder and CTO Abderrahmane Habaieb.

Technological innovation is now enabling us to fundamentally rethink the relationship between fans and sport. By refocusing the experience around communities of enthusiasts, we are creating an open, inclusive, and competitive digital ecosystem. The goal: to design solutions that enhance engagement, empower users, and strengthen authentic connections between fans, athletes, and brands.

said Joue-La Comme COO Foued Touzi.

Notable Recognition

The startup has already gained attention in the European tech ecosystem. It was recently shortlisted for the Pharrell Williams Black Ambition Prize (Paris edition) and selected as one of just 15 startups out of 400 applicants for the Station F Fighters Programme, which supports underrepresented founders with high-impact business ideas.