Ligue 1 x Samba: Reaching Africa Through Its Own Creators

Mission

Africa is one of Ligue 1’s most strategic international markets. Alongside our ongoing community management and content production for the league, the LFP asked Samba to identify and activate African TikTok creators able to speak to local fans in their own codes, language and humour.

Approach

Creator scouting built on market fit. Our team mapped African TikTok creators and influencers whose audiences matched Ligue 1’s priority fan bases, selecting profiles for their football credibility and the authenticity of their connection with local communities.

Native, market-specific content. Rather than adapting existing league assets, each creator produced original content designed for their own audience, turning Ligue 1 storylines into formats that feel native to African TikTok.

Fully integrated with the league’s social ecosystem. The creator campaign was run as an extension of our day-to-day community management for the LFP, so every activation reinforced the league’s editorial calendar and amplified its key moments on the continent.

Results

• 8M total video views
• 5.8M views on the top-performing creator video
• 516K views on [à préciser]

By putting African voices at the centre of its storytelling, Ligue 1 turned creator partnerships into a lasting engagement lever on one of its fastest-growing markets.

@ligue1 Ibrahim Mbaye, best young talent of the AFCON! 🇸🇳🦁 🎨🖌️: @Makhpro_Painting🎨 #SportsTikTok #Ligue1McDonalds #AFCON2025 #Mbaye #Senegal @psg @GaindeYi @I.Mbaye ♬ original sound – CAF_Online