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Roger Hampel Image: MLS The 2026 FIFA World Cup may be over, but Major League Soccer is already looking ahead. MLS All-Star Week (July 29th) is the league's first major opportunity to convert record interest in football into long-term fan engagement. Taking place in Charlotte ahead of the MLS All-Star Game presented by Chime, the week has evolved into one of the league's largest annual business platforms, bringing together sponsors, clubs, players, media partners and supporte

Roger Hampel Image: Atlético Madrid Atlético Madrid has announced Casa Atleti Seoul, a four-day fan activation in South Korea, just days after signing Lee Kang-in from Paris Saint-Germain. The sequence is significant. Lee Kang-in's arrival immediately gives Atlético one of Asia's most recognisable footballers, while Casa Atleti Seoul provides the club with a platform to engage supporters directly in one of its most strategically important international markets. Running from 6

Roger Hampel Image: Como 1907 Como 1907 has expanded its relationship with Revolut, naming the fintech company the club's new Front-of-Shirt Partner for the 2026/27 season. The branding was revealed alongside the launch of Como's new adidas home shirt and represents the next stage of a partnership that began in 2025, when Revolut joined the Serie A club as its Official Banking and FX Partner. The move elevates Revolut from a back-office technology partner supporting the club'

Roger Hampel Image: SK Slavia Praha SK Slavia Praha will open a new club store in central Prague this autumn, expanding its retail presence beyond the club’s stadium complex in Eden and into one of the Czech capital’s busiest commercial and tourist areas. The new fanshop will be located at Národní 365/43, on the corner of Národní and Perlová streets. The site will combine merchandise sales with order collection, personalisation services and a programme of fan events. The move

Roger Hampel Image: Como 1907 Como 1907 has concluded the first edition of Data on the Lake, a two-day AI hackathon organised by Como 1907, Como Ventures and Google DeepMind, bringing together engineers, data scientists and sports technology professionals to develop practical artificial intelligence applications using real football data. Held at Villa Gallia in Como on 24 and 25 July, the event took place immediately before the second edition of Football on the Lake and focus

Roger Hampel Image: Juventus Juventus and Politecnico di Torino, through the university's PoliTO Master School, have launched the International Executive Master's in Systems Thinking for Sport & Entertainment, a new postgraduate programme aimed at professionals working across the sports and entertainment industries. The initiative combines academic expertise with practical industry experience and reflects the growing demand for specialised executive education as sports organi

Roger Hampel Image: FC Barcelona FC Barcelona has completed a €105 million bond issuance, raising long-term financing through a ten-year offering that attracted strong demand from international institutional investors. The Senior Secured Notes, which mature in October 2036, carry a fixed coupon of 5.14%. According to the club, the transaction was more than twice oversubscribed and the entire issue was placed in less than two hours among a selected group of U.S. investors, inc

Roger Hampel Image: TikTok FC Internazionale Milano has revealed the results of a digital campaign that accompanied the club's 21st Serie A title celebrations, combining TikTok advertising, digital out-of-home media and fan-generated content into one of the most ambitious supporter activations in football. Running between 3 and 31 May, the campaign generated 533 million video views, attracted 1.37 million new TikTok followers and delivered a 31-point uplift in brand platform

Roger Hampel Image: Inter Miami CF Inter Miami CF has signed a long-term partnership with Marriott Bonvoy, naming the global hospitality company the club's Official Hotel Partner, Official Hotel Loyalty Program Partner and a Founding Partner of Miami Freedom Park. The agreement marks Marriott Bonvoy's first official partnership with a Major League Soccer club, adding another football property to the hospitality group's growing portfolio, which already includes partnerships wi

Roger Hampel Image: AC Milan AC Milan and PUMA have unveiled the club's new 2026/27 Away Kit, drawing inspiration from one of the defining moments in the Rossoneri's modern history. As Milan begins a new season almost two decades after lifting the UEFA Champions League trophy in Athens, the club has built its latest away shirt around the city that delivered its seventh European crown. Athens Becomes the Inspiration AC Milan The new Away Kit uses Milan's traditional white base

Roger Hampel Image: FC Bayern FC Bayern Women have signed a new two-year partnership with Munich-based luxury fashion brand MCM, marking another example of women's football attracting premium lifestyle brands seeking long-term commercial opportunities beyond traditional sponsorship. The collaboration brings together two globally recognised brands with shared roots in Munich and reflects the growing convergence of elite women's football, fashion and consumer culture. Global Br

Roger Hampel Photo Credit: Juventus Juventus and adidas have unveiled the club's new 2026/27 Away Shirt, reintroducing one of the most distinctive colours in the club's history while reconnecting with a design that ultimately evolved into a global cultural phenomenon. Officially, the new shirt celebrates Juventus' earliest years, when the club played in pink before adopting its now-famous black-and-white stripes. Yet over the past decade, the pink Juventus shirt has come to r

Roger Hampel Image: Borussia Dortmund Borussia Dortmund has strengthened its presence in China through a month-long fan engagement campaign in Guangzhou, combining retail activation, grassroots football and direct supporter interaction in one of Asia’s largest urban markets. The initiative transformed the VLOG Shopping Mall in central Guangzhou into a dedicated BVB experience before concluding with a street football tournament for local supporters. The campaign was delivered

Salem Badughaish Image: Al Hilal Saudi Pro League club Al Hilal has signed a three-year strategic partnership agreement with The National Housing Company (NHC), making the Saudi real estate and urban development company one of the club's Principal Partners. The agreement was announced during a signing ceremony held at Forsan Destination in Riyadh, attended by Prince Nawaf bin Saad, Chairman of Al Hilal Club Company, and Mohammed bin Saleh Al Buty, Chief Executive Officer of N

Roger Hampel Image: FC Schalke 04 FC Schalke 04 held its 2026 Annual General Meeting at the VELTINS-Arena, where nearly 5,000 members participated in a six-hour session that combined governance decisions with updates on the club's financial position, sporting strategy and long-term development plans. Beyond routine elections, the meeting highlighted Schalke's continued focus on financial recovery, institutional stability and sustainable sporting growth as the club prepares fo

Roger Hampel Image: Royal Antwerp FC Royal Antwerp FC has entered a new ownership era after a consortium of Antwerp-based entrepreneurs, together with former Belgium international Toby Alderweireld and media entrepreneur Wouter Vandenhaute, reached an agreement with the Gheysens family to acquire full ownership of the Belgian club. The transaction signals a shift towards locally anchored ownership, with the new shareholders outlining a long-term strategy focused on financial

Roger Hampel Image: Inter Milan Inter and Nike have unveiled the club's new 2026/27 Away Kit, introducing one of the most distinctive cross-sport design concepts seen in football in recent years by drawing inspiration from the visual language of baseball. The launch goes beyond a traditional kit release. According to the club, baseball will become the first chapter of a broader creative direction in which future away kits will reinterpret cultural influences from different sp

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain has announced a new multi-year global partnership with BYD, naming the world's largest manufacturer of new energy vehicles as the club's Official Automotive Partner through June 2029. The agreement brings together one of football's most internationally recognised clubs with one of the fastest-growing companies in the global automotive industry, reflecting the increasing convergence of sport, technology and sustainabl

Roger Hampel Image: RCD Espanyol RCD Espanyol has unveiled two new premium hospitality concepts at the RCDE Stadium ahead of the 2026/27 season, continuing the club's strategy of positioning its venue as a destination for business networking, corporate entertainment and high-end matchday experiences. The additions include the launch of the Tunnel Club, an immersive hospitality concept located beside the players' tunnel, and the complete refurbishment of the President Club, th

Roger Hampel Image: AC ChievoVerona Al-Ittifaq FC has unveiled a new club crest inspired by AC ChievoVerona, marking the latest step in the growing collaboration between the UAE First Division League club and its Italian counterpart. While club rebrands often focus on visual identity, Al-Ittifaq has positioned the new logo as a symbol of a broader international football project linking Italy and the United Arab Emirates through shared sporting, organisational and player devel