Football Marketing – Inside World Football

Bayern Women activate Hitachi partnership

Andy Elliott — Tue, 24 Feb 2026 11:20:30 +0000

February 24 – FC Bayern Women have formally activated their new long-term partnership with Hitachi Energy, with club executives signalling that the agreement represents a step change in the commercial positioning of the women’s side.

Speaking ahead of an exclusive Monocle panel discussion in Munich, Bayern CEO Jan-Christian Dreesen described the tie-up as taking women’s sponsorship at the club “to a new level”.

In his welcome address, Rouven Kasper, FC Bayern board member for marketing &

The post Bayern Women activate Hitachi partnership appeared first on Inside World Football.

Manchester City ink Silentnight deal to kit out ‘The Medlock’

Andy Elliott — Tue, 24 Feb 2026 11:19:21 +0000

February 24 – Manchester City have added another commercial partner to their expanding portfolio, confirming a deal with UK bedding manufacturer Silentnight as the club’s Official Sleep Partner.

The agreement is tied directly to the launch of The Medlock, a new hotel being developed within the Etihad campus in partnership with Radisson Blu. Silentnight will supply mattresses and toppers for the hotel, which is scheduled to open later this year.

Beyond the hotel fit-out,

British government considers unlicensed gambling operator ban in EPL

Andy Elliott — Tue, 24 Feb 2026 10:12:42 +0000

February 24 – The British government has unveiled plans to ban unlicensed gambling operators from sponsoring professional sports teams, including English Premier League clubs.

The move is designed to “prevent unlicensed operators from sponsoring sports clubs, as part of wider measures to tackle illegal gambling market” and a “ban would stop illegal firms using Premier League clubs as a platform to appeal to British audience.”

Previously, gambling advertisements were limited on shirts of EPL clubs,

Infantino says FIFA coin under review at Trumps’ Mar-a-Lago crypto promo

Paul Nicholson — Mon, 23 Feb 2026 04:26:13 +0000

February 23 – FIFA president Gianni Infantino has again floated the idea of world football launching its own cryptocurrency, telling an audience in Florida that the organisation is studying the creation of a ‘FIFA token’ or ‘FIFA coin’.

Infantino was speaking at the World Liberty Forum hosted at Mar-a-Lago, the private residence of friend and US President Donald Trump, when he outlined the concept.

“We are also studying the development of a FIFA token and a FIFA coin –

Viaplay adds EFL Championship to English football output

Paul Nicholson — Mon, 23 Feb 2026 00:50:53 +0000

February 23 – Viaplay Group has secured full broadcast rights to the EFL Championship across all Nordic markets under a new multi-year agreement running through 2028.

Every Championship match will be shown live on Viaplay’s streaming platform in Sweden, Norway, Denmark, Finland, and Iceland, with coverage spanning the entire regular season, the Play-Off Semi-Finals, and the Play-Off Final at Wembley Stadium.

English football has always been popular throughout the Nordic region,

LAFC builds (S)on its Korean links with Seoul tourism deal

Paul Nicholson — Mon, 23 Feb 2026 00:30:12 +0000

February 23 – Los Angeles FC is partnering with the Seoul Metropolitan Government and the Seoul Tourism Organisation. The agreement names Seoul as an official tourism partner of Los Angeles FC.

The city’s ‘Seoul My Soul’ brand will feature prominently throughout the MLS season, including in-stadium exposure at BMO Stadium and broadcast integration during LAFC matches.

The collaboration also taps into LAFC’s expanding presence across Asia. Since signing for South Korea’s most recognisable football export,

Romanian FA renews Penny sponsorship for further 5 years

Paul Nicholson — Mon, 23 Feb 2026 00:20:28 +0000

February 23 – The Romanian Football Federation (FRF) and Penny Romania have extended their partnership through 2030. The sponsorship has been one of the most enduring in the federation’s history, with the retail giant maintaining its role as the main sponsor for all 20 Romanian national teams.

Since its inception in 2015, the partnership has evolved into focusing on youth development and national performance.

Part of the German REWE Group, Penny is one of Romania’s largest retailers.

Turks bank on future national team success with Fuzul

Paul Nicholson — Fri, 20 Feb 2026 10:05:17 +0000

February 20 – The Turkish Football Federation (TFF) has signed a major sponsorship agreement with Fuzul, a leader in the savings-based finance sector.

The partnership, formalized at the Hasan Doğan National Teams Camp and Training Facilities, designates Fuzul as the Main Sponsor for both the Men’s and Women’s A National Teams for the next two years. No value was given for the sponsorship.

Opening the ceremony at the Orhan Saka Conference Hall,

Liquid Death ‘to murder LAFC thirsts for years to come’

Paul Nicholson — Fri, 20 Feb 2026 08:19:06 +0000

February 20 – Los Angeles FC have added an unlikely-sounding name to their commercial roster, announcing a partnership with Liquid Death – the canned water brand whose marketing leans more heavy metal than hydration.

Under the agreement, Liquid Death becomes LAFC’s exclusive flavoured sparkling water partner, with its still and sparkling products stocked throughout the BMO Stadium. For a brand built on the slogan “death to plastic”, the setting is less mosh pit,

Burnley Women to launch social media fly-on-the-wall docu-series with X

Paul Nicholson — Fri, 20 Feb 2026 07:57:51 +0000

February 20 – Burnley FC have extended their commercial partnership with X to launch a new behind-the-scenes documentary series focused on Burnley FC Women.

The eight-part series, titled Limitless, will be distributed on X on a weekly basis through the rest of the 2025/26 season, alongside around 30 shorter-form clips designed for regular in-feed engagement.

Production is handled by VSP Studios and Ad Hoc Films, the same companies behind Keeping The Faith,

Aurenche becomes second senior LFP Media figure to leave

Andy Elliott — Thu, 19 Feb 2026 12:04:23 +0000

February 19 – For the second time in as many weeks, the French Professional Football League (LFP) has suffered the loss of a senior media executive, further destabilising an organisation already rocking from multiple media-rights crises.

The LFP has confirmed Martin Aurenche, senior director of media at its commercial arm LFP Media, has left the company. Aurenche played a central role in domestic and international media-rights sales and helped launch Ligue 1+,

EPO renews exclusive ticketing deal with Ticketmaster Hellas in drive to improve fan experience

Paul Nicholson — Wed, 18 Feb 2026 00:45:43 +0000

February 17 – The Hellenic Football Federation (EPO) has extended its collaboration with Ticketmaster Hellas, who remain the Greek federation’s exclusive ticketing services provider for all matches they organise.

The renewed agreement aims to further modernise the fan experience by providing advanced, secure, and seamless purchasing processes.

The partnership highlights a shared vision for the future of Greek football, focused on accessibility and operational excellence.

Maria Gouma, EPO Chief Marketing &

Serie A takes 51% stake in Fantacalcio fantasy platform

Paul Nicholson — Wed, 18 Feb 2026 00:44:33 +0000

February 18 – Italian football is taking its engagement fantasy football to the next level with the announcement that the 20 clubs of Serie A have approved the league’s acquisition of a 51% controlling stake in fantasy football platform Fantacalcio.

The €18 million deal values Fantacalcio at more than €40 million, with the investment funded via a loan that will be repaid using the platform’s own future revenues. Founders Nino Ragosta and Luigi Cutolo will continue to run the business,

BBC sub-licenses Serie A from DAZN for gaelic-language channel Alba

Paul Nicholson — Wed, 18 Feb 2026 00:32:46 +0000

February 18 – The BBC has agreed to sub-license eight Serie A matches across the remainder of the 2025–26 season from DAZN.

The games will air live on BBC Alba, the corporation’s Scots Gaelic-language channel, and on the BBC’s own streaming plaform, BBC iPlayer, with DAZN retaining the English-language coverage.

As the BBC embarks on cost-cutting measures, rather than chasing full-season rights in an inflated market, it is adding live elite football at a fraction of the cost,

ESPN extends Premier League TV rights for South America and the Caribbean

Paul Nicholson — Wed, 18 Feb 2026 00:20:11 +0000

February 17 – The Premier League has secured a 25% uplift on its broadcast deal in South America and the Caribbean after agreeing a new long-term extension with ESPN, understood to be worth around £450 million through to 2031, according to reports.

Clubs were briefed on the deal at last week’s shareholders’ meeting, alongside updates on other international rights packages soon heading to market. With the domestic rights somewhat plateauing,

FAI extends partnership DHL Express as Official Logistics Partner

Andy Elliott — Tue, 17 Feb 2026 11:34:17 +0000

February 17 – The Football Association of Ireland (FAI) has confirmed a four-year extension of its partnership with DHL Express Ireland, who will remain the association’s official logistics partner.

DHL has been working alongside the FAI since the mid-1990s and will continue to provide logistical support across ‘all levels of the game’, including the men’s and women’s senior national teams as well as Ireland’s various international squads.

The renewed agreement also sees DHL maintain its backing of the FAI’s Football in Schools initiative through the ‘Me &

TFF signs new partnership with Sarıyer

Andy Elliott — Tue, 17 Feb 2026 10:00:52 +0000

February 17 – The Turkish Football Federation (TFF) has officially announced a new two-year agreement with Sarıyer Kola, one of Turkey’s leading domestic beverage brands, designating them as the Official Supply Sponsor for the Turkish National Teams.

The signing ceremony took place at the TFF Hasan Doğan National Teams Camp and Training Facilities. High-ranking officials in attendance included TFF President İbrahim Ethem Hacıosmanoğlu and Oğuz Holding Chairman Hulusi Oğuz, alongside various TFF board members and executives.

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Court orders NordVPN and Proton VPN to block pirate streamers in Spain

Paul Nicholson — Tue, 17 Feb 2026 01:30:36 +0000

February 18 – The on-going war on streaming pirates has again hit the courts, this time in Spain, with another victory for rights owners and their broadcast buyers.

LaLiga and its broadcast partner, Telefónica, have secured a court order forcing VPN providers NordVPN and Proton VPN to block access to 16 websites accused of illegally streaming LaLiga matches.

The ruling requires VPN services to immediately make the IP addresses of those sites inaccessible from within Spain.

Real Madrid’s Bernabéu tops value ranking of stadium naming rights

Paul Nicholson — Mon, 16 Feb 2026 06:58:42 +0000

February 16 – Real Madrid’s Santiago Bernabéu has been identified as Europe’s most valuable stadium naming rights asset, with an annual fair market value of €21.1 million (£18.4 million), according to new analysis from The Sponsor.

The findings come from The Sponsor’s European Stadium Naming Rights Fair Market Value Report, which assesses 75 venues across the continent. Described by the publisher as the most comprehensive valuation exercise of its kind to date, the study benchmarks sponsorship strength and comparable market transactions to determine what a stadium could reasonably command in an arm’s-length deal.

Croatian FA agrees 5-year sponsorship with Coca-Cola

Paul Nicholson — Mon, 16 Feb 2026 00:58:36 +0000

February 16 – Global beverage giant Coca-Cola has become an official partner of the Croatian FA (HNS) and the Croatian national football team.

Under this new multi-year agreement, Coca-Cola serves as the official refreshment, while Powerade takes on the role of the official sports drink for the national team.

The contract was signed by Marijan Kustić, President of the HNS, alongside Coca-Cola leadership: Gjorgji Hristov, General Manager of Coca-Cola Adria and Amela Čengić,

Byrom’s new Beyond Hospitality gig picks up DFB rights in 3-year deal

Paul Nicholson — Mon, 16 Feb 2026 00:31:15 +0000

February 16 – UK-based Beyond Hospitality is taking over the marketing and sales of hospitality packages for the German Football Association (DFB) in a three-year deal, replacing long-time rights holder Sportfive.

Long time hospitality guru Jamie Byrom founded Beyond Hospitality in December 2023. The DFB agreement also represents a return to familiar territory with FIFA events. Byrom previously ran Match Hospitality, where FIFA was the flagship client and the cornerstone of the business.

Revolut expands Man City deal to back of men’s team shirts

Paul Nicholson — Fri, 13 Feb 2026 06:59:27 +0000

February 13 – Online bank Revolut has partnered with Manchester City as a back-of-shirt sponsor, agreeing a multi-year deal covering both men’s and women’s teams in differing capacities.

Revolut already has an existing partnership with the women’s team – which began at the start of 2025 – and is seen as a key building block into the extension of this new deal.

The updated agreement with the club will now see the Revolut brand feature on the back of the Men’s team playing shirts for domestic cup matches and across WSL and cup fixtures for Manchester City Women,

BeIN Sports loses in court to LFP, but beats Ligue1+ to 2026 rights

Paul Nicholson — Thu, 12 Feb 2026 23:14:52 +0000

February 13 – BeIN Sports France have, at the last minute, snatched the broadcast rights to the 2026 and 2030 FIFA World Cups away from LFP’s Ligue 1+ streaming channel.

Chief executive of LFP Media, Nicolas de Tavernost, had announced that they had secured the rights to all 104 matches from each tournament in a deal reportedly worth about €40 million. De Tavernost has now handed in his resignation.

Two weeks ago,

Saints given a Pepsi MAX boost as they chase Premier League return

Paul Nicholson — Thu, 12 Feb 2026 20:16:14 +0000

February 13 – Promotion chasing Southampton FC, who have stuttered in a stop-start season to date, might some consistent performance fizz with a new partnership agreed with Carlsberg Britvic and Pepsi MAX.

The multi-year deal with soft drinks manufacturer Carlsberg Britvic, will see the Pepsi MAX brand as the official soft drinks partner across St Mary’s Stadium and include naming rights for the club’s new LEVEL1 ‘games bar’.

“This agreement reflects our shared ambition to enhance the fan experience at St Mary’s by bringing some of the UK’s most popular soft drink brands to our supporters.

beIN Media Group purchases exclusive MENA broadcast rights to LA 2028 Olympics

Andy Elliott — Thu, 12 Feb 2026 08:42:03 +0000

February 12 – beIN Media Group has secured exclusive broadcast rights to the Los Angeles 2028 Olympic Games across the Middle East and North Africa region (MENA).

The agreement grants beIN multi-platform rights across linear television and streaming, allowing coverage to run across its flagship beIN Sports channels and the TOD over the top (OTT) platform.

Football, as ever, will sit at the centre of regional interest. The Olympic men’s and women’s tournaments remain a blue-ribboned event in the wider football ecosystem.

DAZN and Rai roll the dice in Italy with World Cup rights bid

Paul Nicholson — Thu, 12 Feb 2026 00:23:42 +0000

February 13 – DAZN and public broadcaster Rai are closing in on an agreement to show the next World Cup in Italy, even as the Azzurri’s place at the tournament remains undecided.

Gennaro Gattuso’s side must first navigate a semi-final against Northern Ireland, before a winner-takes-all showdown with either Wales or Bosnia and Herzegovina.

A deal between DAZN and Rai is expected to be signed by the end of February, before Italy’s fate is known.

Man City plug in BYD for multi-year deal

Paul Nicholson — Wed, 11 Feb 2026 05:36:32 +0000

February 11 – Manchester City have signed a new multi-year partnership with Chinese car brand BYD in a deal that places the fast-growing automotive giant at the heart of the club’s matchday and training environment.

The deal will see BYD become the Official Automotive Partner of City’s men’s and women’s first teams, with their branding immediately appearing on the men’s training kit sleeve and from next season on the women’s equivalent.

BYD will also have a ‘prominent’ presence at the Etihad Stadium,

The post Man City plug in BYD for multi-year deal appeared first on Inside World Football.

Fox buys Bundesliga rights for Mexico and Central America

Paul Nicholson — Wed, 11 Feb 2026 03:43:09 +0000

February 11 – US media giant, Fox, has locked in a new multi-year broadcast deal for the Bundesliga across Mexico and Central America, starting in the 2026–27 season and running through to 2030–31.

All 306 league matches plus the German Super Cup and the promotion-relegation playoffs. It’s wall-to-wall coverage and will be spread across FOX’s main linear channel, its Fox One OTT platform, and the free, ad-supported streamer Tubi, with both English and Spanish commentary.

As Spurs’ look to trade up on the pitch, Infinox deal shows the way off it

Paul Nicholson — Wed, 11 Feb 2026 01:40:50 +0000

February 11 – Tottenham Hotspur’s commercial engine keeps ticking along, even as the football side heads towards another implosion, with last night’s loss to Newcastle United precipitating the firing of manager Thomas Frank.

With all the noise surrounding the playing side of the business, the commercial side has announced a new multi-year partnership with online trading platform Infinox, which, given the team’s volatility, seems appropriate.

Despite their poor form, Spurs are still one of the Premier League’s most recognisable clubs,

German Bundesliga inks MoU with UAE Pro League for official academy in Abu Dhabi

Andy Elliott — Tue, 10 Feb 2026 11:44:31 +0000

February 10 – The German Bundesliga has moved to lock in a long-term presence in the Middle East after signing a Memorandum of Understanding with the UAE Pro League – a deal anchored by the launch of an official Bundesliga Academy in Abu Dhabi.

Announced during an official state visit and witnessed by German Chancellor Friedrich Merz and UAE President Mohammed bin Zayed Al Nahyan, the agreement formalised cooperation across youth development,