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Roger Hampel Image: Atlético de Madrid Atlético de Madrid has launched a digital replica of the Riyadh Air Metropolitano in Fortnite, becoming the latest football club to use gaming platforms as part of a broader fan engagement and brand development strategy. Accessible through island code 9420-6776-7922, the experience recreates the club's stadium inside one of the world's largest gaming ecosystems, allowing users to compete inside a virtual version of Atlético's home ground

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain is bringing its Ici C’est Paris La Maison concept to New York, continuing a series of international activations that have become an increasingly important part of the club's global brand strategy. Following its recent Los Angeles edition, the event will take place in Manhattan from June 17 to 21 and will serve as the final international stop of the season for PSG's travelling lifestyle platform. Building a Lifestyle

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain is bringing its Ici C’est Paris La Maison concept to Los Angeles, continuing a broader strategy that positions the club as a global lifestyle brand rather than solely a football organisation. The four-day activation, taking place at the Hollywood Athletic Club from June 11–14, arrives shortly after PSG's UEFA Champions League triumph and forms part of the club's ongoing efforts to strengthen its presence in the Unite

Roger Hampel Image: Hull City Hull City has announced a multi-year agreement with OXEN Sports, naming the Yorkshire-based company as the club's new technical and kit partner ahead of the 2026/27 Premier League season. The deal will see OXEN supply playing kits, training wear and retail merchandise, while also becoming the first Premier League club partnership in the company's growing football portfolio. A Premier League Breakthrough for OXEN Hull City Founded in Hull's creati

Roger Hampel Image: LFP Media LFP Media has announced the launch of Ligue 1+ Pro, a commercial version of its Ligue 1+ streaming platform designed specifically for businesses and public venues. The new offering will allow bars, restaurants, hotels, healthcare facilities, cinemas and fan zones to legally broadcast Ligue 1 McDonald's and Ligue 3 matches beginning with the 2026-27 season. Extending Ligue 1+ Beyond Individual Subscribers Ligue 1+ Ligue 1+ Pro will provide commerc

Roger Hampel Image: Liverpool FC Liverpool FC has unveiled its new All Red membership programme for the 2026-27 season, introducing a revised structure that combines ticketing access, digital content, retail incentives and loyalty benefits within a single supporter ecosystem. Membership Becomes a Commercial Platform Liverpool FC Under the new structure, Liverpool will offer four paid membership tiers — Full, Light, Video and Junior — alongside a free Essential option. While a

Roger Hampel Image: Real Madrid Real Madrid and adidas have agreed an eight-year extension of their long-standing partnership, keeping the German sportswear giant as the club's technical partner until 2034. Since formally beginning in 1980, the relationship between Real Madrid and adidas has developed into a global commercial platform spanning match apparel, lifestyle products, retail distribution and licensing. A Partnership Built on Global Retail Demand Real Madrid The comm

Roger Hampel Image: FC Barcelona FC Barcelona has officially opened a new office in Miami, relocating its Americas headquarters from New York as the club seeks to strengthen its commercial position in one of football's fastest-growing markets. The move reflects a broader shift taking place across the sports industry, where international rights holders, clubs and leagues are increasingly choosing South Florida as a gateway to both the United States and Latin America. Located i

Roger Hampel Image: New York City FC New York City FC has announced a partnership with intercity transportation provider FlixBus ahead of what is expected to be one of the busiest summers in football history across North America. The agreement links the MLS club with a company that operates a network connecting more than 1,800 destinations across the United States, Canada and Mexico, including every host market involved in the 2026 World Cup. With millions of supporters expec

Roger Hampel Image: WhatsApp WhatsApp has launched a series of football-focused features ahead of the World Cup 2026, highlighting how major technology platforms increasingly use global sporting events to drive user engagement, content consumption and adoption of AI-powered services. The update introduces tournament-themed experiences across messaging, calls, channels and Meta AI, positioning WhatsApp as more than a communication platform during one of the largest global spor

Roger Hampel Image: KRC Genk KRC Genk has secured its first external investment since transferring its football operations into a separate corporate structure earlier this year, with Belgian international Thibaut Courtois acquiring a minority stake through sports, media and technology investment platform NXTPLAY. The transaction marks a significant step in the Belgian club's long-term capital strategy and forms part of a broader programme that could generate up to €60 million

Roger Hampel Image: LaLiga La Liga has announced a new all-time attendance record for the 2025/26 season, with more than 11.69 million spectators attending matches across Spain’s top division. The league reported total attendance of 11,693,679 fans during the campaign, representing a 4.2% increase compared to the previous season and establishing the highest figure in LALIGA history. The record comes despite several clubs continuing to operate under stadium capacity restrictio

Roger Hampel Image: VfL Bochum VfL Bochum has published its financial results for the 2024/25 season, reporting a net profit after tax of €6.4 million and highlighting what the club described as a significant improvement in its overall balance sheet position. The figures indicate continued financial stabilisation at a time when many clubs across European football remain under pressure from rising operating costs and increasing competitive demands. According to the club, the p

Roger Hampel Image: Hamburger SV Hamburger SV has reached a new membership milestone, surpassing 150,000 members and further establishing itself as one of the largest member-based sports organisations in Germany. The achievement comes less than three years after the club passed the 100,000-member mark in October 2023, meaning HSV has added approximately 50,000 new members within a relatively short period. Membership Growth Continues to Accelerate Hamburger SV According to the

Roger Hampel Image: Inter Milan Inter Milan and Socios.com have extended their long-running partnership, reinforcing the role of the $INTER Fan Token as a central component of the club’s digital fan engagement strategy. The renewal will see both parties continue developing initiatives designed to connect supporters more directly with the club through digital participation, rewards and exclusive experiences. Since launching on the Socios platform in 2021, the $INTER Fan Token

Roger Hampel Image: Macron Macron has signed a new multi-year technical partnership agreement with Śląsk Wrocław, further strengthening the Italian sportswear company’s presence in Poland’s Ekstraklasa. The agreement follows Śląsk Wrocław’s promotion back to the Polish top division and covers technical apparel supply for the team. Macron will also develop a dedicated merchandising collection for supporters alongside the club’s new match kits, both of which are expected to lau

Roger Hampel Image: Al Ahly SC Al Ahly SC has renewed its sponsorship agreement with Haier for another four years, extending a partnership that forms part of the club’s wider commercial growth strategy. The agreement was signed by Al Ahly Football Company CEO Naira Ali, Haier Egypt General Manager Ahmed El Gendy and Mohamed Yehia, Chairman of United Sports Company, which manages the club’s commercial rights portfolio. According to the club, the renewal aligns with Al Ahly’s o

FBJ Editorial Team Large-scale tournaments have a measurable impact on workplace behaviour. Surveys conducted during recent competitions indicate that a significant proportion of employees follow matches during working hours, often expecting temporary shifts in productivity and attention. Rather than treating this as a disruption, some companies are starting to treat it as a predictable dynamic that can be structured. This is where Dutch startup Koppa, which develops white-la

Roger Hampel Image: RC Celta de Vigo RC Celta de Vigo partnered with Prime Video and Amazon MGM Studios for a large-scale entertainment activation around the club’s match against Levante UD, transforming ABANCA Balaídos into a live promotional platform for the latest episode of “The Boys”. The campaign included stadium takeovers, themed matchday experiences, influencer collaborations and city-centre entertainment elements linked to the Prime Video series. Football Stadiums Co

Roger Hampel Image: AFC Bournemouth AFC Bournemouth has received planning permission approval for the redevelopment of Vitality Stadium, marking a major step in the club’s long-term infrastructure strategy under owner Bill Foley. The approval was granted by the BCP Council and allows the club to move forward with plans to modernise and expand the stadium while improving the surrounding infrastructure around the Kings Park area. According to the club, the redevelopment project