Manchester City has officially announced Lucozade as the club’s new Official Sports Drink Partner, marking the end of its long-standing eight-year association with PepsiCo-owned Gatorade. A New Era for Hydration at the Etihad The multi-year agreement integrates Lucozade into the daily operations of the entire City Football Group (CFG) ecosystem in Manchester. Key details of…
Disney is doubling down on women’s sports. The media giant has reached a three-year agreement with the Royal Spanish Football Federation (RFEF) to broadcast the Copa de la Reina across the United States and Latin America through 2028. Key Highlights of the Deal: This partnership follows Disney’s recent acquisition of the UEFA Women’s Champions League…
Real Betis has successfully doubled its VIP and hospitality revenue during the first half of the season, leveraging its temporary move to Estadio de La Cartuja. While the club’s permanent home, Estadio Benito Villamarín, undergoes major renovations, the LaLiga side has used the transition to modernize its hospitality model. The club has implemented a more…
As the official smartphone partner of the FIFA World Cup 2026, Motorola has unveiled its first major global activation titled “Football is Calling.” The campaign positions Motorola devices not just as hardware, but as essential tools for fans to capture, share, and experience the tournament’s most vital moments. Leveraging the massive digital engagement seen in…
LaLiga has officially launched the tender for its media rights in the Nordic region, covering Denmark, Finland, Iceland, Norway, and Sweden. The new broadcast cycle will span five seasons, from 2026-27 to 2030-31. The tender is divided into four distinct packages (A, B, C, and D) to attract both pay-TV and free-to-air broadcasters: The deadline…
A new report by Football Benchmark reveals that matchday revenue has become a critical strategic pillar for Europe’s elite football clubs, with Real Madrid leading the charge. Generating a staggering €232.6 million last season, the Spanish giants have set a financial benchmark that underscores the power of modern stadium infrastructure. The surge in income is…
In a landmark move bridging European football tradition with Major League Soccer’s rapid growth, FC Porto and FC Cincinnati have officially signed a long-term strategic partnership. The agreement was formalized at the FC Porto Museum on Wednesday, January 28, 2026, marking a significant step in the Portuguese club’s global expansion strategy. A Gateway to the…
Paris Commercial Court has ruled against beIN Sports, ordering the broadcaster to pay €14.1 million ($16.87m) in outstanding media rights fees to the Ligue de Football Professionnel (LFP). The decision, handed down on January 27, 2026, reinforces the enforceability of Ligue 1 broadcast contracts despite the ongoing instability in the French football market. The ConflictThe…
AC Milan has officially announced a groundbreaking multi-year partnership with Al Hammadi Holding, marking the first time in history that the club’s famed MilanLab will operate outside of Italy. As one of the premier healthcare providers in Saudi Arabia, Al Hammadi Holding will serve as a key regional partner, making MilanLab a central pillar of…
In a historic move for Colombian football, Internacional de Bogotá has officially reached the stratosphere. As part of a disruptive global branding strategy, the club successfully sent its new 2026 kit to an altitude of over 30,000 meters, marking an unprecedented milestone in the nation’s sports marketing history. The activation, which has already gone viral…
