Manchester City confirm hotel plans with Radisson at Etihad Campus
March 6 – Manchester City have announced a partnership with Radisson Hotel Group to develop a new 401-room hotel at the Etihad Campus, set to open in late 2026.
Football Marketing
Lyca Mobile dials into local West Ham Hotspots with extended sponsorship
March 5 – West Ham United players are trading football boots for forks in a new content series, Hotspots, created in tandem with longstanding parter Lyca Mobile. The series takes Hammers players off the pitch and into London’s hidden culinary gems, showcasing the city’s diverse cultures while celebrating the club’s deep ties to the East End.
Food delivery giant Keeta becomes Global Supporter of AFC Asian Qualifiers
March 4 – The Asian Football Confederation (AFC) World Cup qualifying competition has gained a new backer, with food delivery giant Keeta signing on as an Official Global Supporter.
Turkish national teams boosted by two-year domestic sponsorship deal
March 4 – The Turkish Football Federation (TFF) has signed a deal with local company Zeno Grup Optik (ZGO), which will see Reacher, an eyewear brand under the ZGO umbrella, become the official supply sponsor of the TFF’s national teams for two years.
Al Ahly make European sponsorship breakthrough with Red Bull partnership
March 4 – Although Al Ahly SC consistently top the charts in Egypt and throughout the African region – as demonstrated by their 44 Egyptian Premier League and 12 CAF Champions League titles – European sponsorship has been challenging to attract, until now.
Coca-Cola hydrates its soccer game and adds Canada fledgling Northern Super League to roster
February 28 – The Northern Super League (NSL) has landed a major sponsorship deal with Coca-Cola ahead of its inaugural season in April 2025. The partnership will see Smartwater and Powerade become the league’s Official Hydration Partners, while Coca-Cola takes on the role of Official Soft Drink Partner.
Saudi Pro League targets Gen-Z fans globally with launch of Yalla SPL show
February 28 – The Saudi Pro League (SPL) is making another push for international relevance, this time through digital content aimed at younger audiences. Footballco has teamed up with the SPL to launch Yalla SPL, an English-language YouTube show designed to bring the league’s “best goals, moments, and stories” to Gen-Z fans worldwide.
Crime does pay. Pirates are robbing broadcasters’ revenues unchallenged, says conference panel
February 28 – Piracy used to be a problem relegated to the seven-seas, however in the 21st century, the piracy crisis is fought in the airwaves.
DAZN’s, Head of Global rights, Tom Burrows, speaking at The Financial Times’ Business of Football Summit on Wednesday, said piracy is a huge problem for the broadcaster.
Galatasary becomes third European sponsored club for Hong Kong’s Dreame Technology
February 28 – Turkey’s Galatasaray has signed a sponsorship agreement with smart home appliances brand, Dreame Technology. With the signing of the agreement, the company continues its expansion into the European football market. Galatasaray becomes the third club in Europe to sign a partnership agreement with Dreame Technology after Inter Milan and Borussia Dortmund.
New York Red Bulls confirm partnership with Evolv Technology
February 27 – The New York Red Bulls have announced a new partnership with Evolv Technology, naming the AI-based security company as the Official Fan Screening Partner of Sports Illustrated Stadium.
Manchester City pen BIG Cola deal in Thailand and Indonesia
February 27 – Manchester City have signed a two-year regional partnership with BIG Cola, naming the soft drink brand as their Official Carbonated Soft Drink Partner in Thailand and Indonesia.
Bees to microchip match-worn shirts to take sting out of fraudsters
February 26 – Match-worn shirts are fast becoming a micro-industry generating millions of pounds, however, it’s not always guaranteed that the shirt was actually worn in a game by the player in question until today.
Bayern launch Instagram channel for training and talent spotting
February 26 – Youth talent development and global scouting are key weapons in the arsenal of clubs looking to get an edge, and that’s one of the reasons FC Bayern Munich have just released @fcbayernpathway.
EPL cuts Fox as Tubi snags Mexico rights for rest of season
February 25 – The English Premier League has severed its four-year deal with Fox Sports México following the broadcaster’s failure to make payments for this season.
PSV hope Wasserman can boost commercial ambitions
February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.