OM: partnership with Theta Edgecloud (tech) to launch an AI-powered connected assistant for fans

Olympique de Marseille (Ligue 1 McDonald's) has entered into a partnership with Theta Edgecloud, the cloud platform of the US group Theta Labs, in order to "accelerate its digital transformation and explore new technological innovations relating to fan engagement and data security," announced the club announced on 13/08/2025. This agreement, the first signed by the Californian company with a European football club, will run for two seasons (2025-2027).

As part of this partnership, the Marseille club will develop an "intelligent AI-powered mascot" using technological solutions provided by Theta Edgecloud. This connected assistant, which will be integrated into the club's official website and mobile app, ‘will be the first AI-powered fan interaction platform in Ligue 1 McDonald's’ and will answer fans' questions in real time regarding team line-ups, ticketing, team statistics, directions to the Orange Vélodrome (Marseille, FRA) and club news.

The launch of this mascot is planned to coincide with the start of the 2025-26 season (against Stade Rennais on 15/06/2025), "with additional…