Gamecode.Ai appoints LaSource as a strategic partner for European Growth
Paris, France | April 2026
Gamecode.Ai, an emerging industry leader as the first AI-powered sports analytics platform built for club customisation, has entered into a strategic collaboration with French sports consulting agency LaSource to support its expansion into the European market.
The German-based startup completely rethinks how sports analytics is used across the football ecosystem. Rather than relying on pre-built, standardised metrics like xG, possessions, and pressures, clubs can define their unique style of play, moving from the question of “How do I win?” to “How do I win my way?” This approach has already been used at the highest level by some of Europe's best clubs and coaches. For example, Edin Terzić, who led Borussia Dortmund to the UEFA Champions League final in 2024.
Through this partnership, LaSource will serve as a global layer across strategy, marketing, and evangelisation, with a focus on the foundations required to successfully position and scale Gamecode.Ai within the European sports ecosystem.
“What makes this collaboration particularly exciting is the opportunity to work alongside a company that is redefining how clubs approach performance and identity,” said Jean-Baptiste Alliot, Co-Founder & CSO of LaSource. “Gamecode.Ai brings a truly innovative perspective to sports analytics by putting customisation at the core of decision-making, which has already been proven at the highest level. As LaSource continues to grow, we look forward to supporting their expansion and elevating their presence in the market.”
As a primary mission, LaSource will focus on market-entry strategy, including improving the value proposition and defining a structured go-to-market roadmap to drive sustainable, long-term growth across the region.
“Gamecode.Ai is entering a key phase of its European growth,” said Dr. Tobias Haupt, Co-Founder & CEO of Gamecode.Ai. “LaSource brings a strong understanding of the European sports landscape, combined with deep relationships across clubs and stakeholders, making them a natural partner as we scale our presence in the region.”
LaSource will also support the deployment of the technology across Europe, aiming to secure exclusive partnerships with selected clubs in key territories. This approach is designed to generate direct product feedback from early partners while maximising the strategic and financial value. LaSource will further support ongoing discussions and work jointly with Gamecode.Ai to identify and prioritise additional territories for expansion.
About Gamecode.Ai
GAMECODE.Ai is the operating system for the sporting identity of clubs and coaches. It connects all existing data sources into one intelligent system. The platform enables practitioners to build fully customizable metrics and proprietary algorithms from off-the-ball behaviour to real-time decision-making patterns. For the first time, decision-makers can collaborate on a single platform, analyse complex tracking and skeleton-tracking data, and stay fully in control: your data, your models, your edge.
About LaSource
LaSource exists to help those shaping the next era of sport. The agency helps sports organisations, technology companies, and investors grow their business in sport through strategy, digital transformation and ecosystem partnerships. By combining strategic foresight with hands-on execution, they turn long-term ambition into initiatives that can actually be deployed and scaled.
