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Roger Hampel Image: Sevilla FC Sevilla FC Academy has entered into a cooperation agreement with Hispania FA aimed at developing football education and talent pathways in Puerto Rico and the United States, expanding the club’s structured academy presence across the Americas. The agreement formalises an existing relationship between the two organisations and aligns Sevilla FC’s technical methodology with Hispania FA’s local development infrastructure in both territories. Academ

Roger Hampel Photo Credit: Inter Milan Inter Milan has marked the first anniversary of Inter Academy Jeddah, using the occasion to reinforce its long-term grassroots and market development strategy in Saudi Arabia ahead of the Italian Super Cup semi-final in Riyadh. The anniversary activities took place on the eve of Inter’s Supercoppa Italiana match against Bologna, linking the club’s elite competition presence in the country with its youth development footprint on the groun

Roger Hampel Image: FC Schalke 04 FC Schalke 04 has secured a long-term extension of its stadium naming rights agreement with German brewery C. & A. VELTINS, confirming that the venue will continue to operate as the VELTINS-Arena until the end of the 2035/36 season. The renewed agreement will take effect from the 2026/27 season and runs for ten years, extending the partnership well ahead of the previous contract’s expiration. Financial terms were not disclosed. Long-Term Nami

Roger Hampel Image: Liverpool FC Liverpool FC has announced a new multi-year partnership with analytics and software company SAS, appointing the firm as the club’s Official AI Marketing Automation Partner. The agreement places advanced data and AI tools at the centre of Liverpool’s marketing and fan engagement operations. Under the partnership, Liverpool will integrate SAS Customer Intelligence 360 and SAS Viya, platforms designed to support marketing automation, campaign orc

Roger Hampel Image: Cagliari Calcio Cagliari Calcio has formally submitted the Economic and Financial Plan (PEF) for the updated definitive design of its proposed new stadium, marking a key milestone in the approval and concession process for the project. The PEF, filed with the competent authorities, is a central requirement in Italy’s stadium development framework and is intended to demonstrate the economic sustainability, financial coverage and long-term feasibility of the

Roger Hampel Image: AC Milan AC Milan has announced the opening of a new AC Milan Academy in Jeddah, marking the club’s first permanent football development project in Saudi Arabia and a concrete step in its long-term international expansion strategy. The academy, set to begin operations in January 2026, represents a structural investment rather than a short-term commercial activation. It positions youth development as the entry point for AC Milan’s presence in a market that

Roger Hampel Image: BVB In November 2025, Borussia Dortmund completed the installation of what is currently the most powerful photovoltaic system installed on a stadium roof. The project at SIGNAL IDUNA PARK was developed in cooperation with energy group RWE and forms part of a broader sustainability partnership agreed between the two organisations in 2024. While the installation attracted attention due to its scale, the project is also relevant as an example of how football

Roger Hampel Image: FIFA FIFA has announced a new digital gaming partnership with Netflix Games, launching a reimagined FIFA football simulation title timed for the FIFA World Cup 2026. The game will be available exclusively to Netflix subscribers and developed by Delphi Interactive, marking FIFA’s latest move to reposition its gaming strategy following changes in the football video game market. The release is scheduled for summer 2026, coinciding with the World Cup hosted ac

Roger Hampel Image: Red Bull Bragantino Red Bull Bragantino has officially entered the next phase of its stadium redevelopment strategy, following the completion of the demolition of the Nabi Abi Chedid Stadium and the public presentation of the new Arena Red Bull – Nabi Abi Chedid project. The club presented the arena concept on 16 December at Casa Red Bull Bragantino, a newly launched community hub that has already begun operating as a central touchpoint for supporters. In

Roger Hampel Image: New York City FC New York City FC has announced a multi-year partnership with Early Warning Services, naming Paze℠ as the first Founding Partner of Etihad Park and the club’s Official Online Checkout and Official Digital Wallet. The agreement positions Paze at the centre of NYCFC’s long-term stadium strategy, with activations beginning in 2026, one year ahead of Etihad Park’s scheduled opening in 2027. Founding Partnership Anchored in Stadium Infrastructur

Roger Hampel Image: FIFA FIFA and Coca-Cola will launch the next edition of the FIFA World Cup Trophy Tour by Coca-Cola on 3 January 2026, marking the start of a global activation programme ahead of the FIFA World Cup 2026 in Canada, Mexico and the United States. The tour will begin in Riyadh, Saudi Arabia, underlining the country’s growing role as a strategic market for global football activations and international sports events. A Global Activation Linked to the Expanded 20

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain and Visit Qatar have confirmed the renewal of their global partnership, extending the agreement through 2028 and reinforcing one of the longest-running destination marketing collaborations in European football. A Long-Term Destination Marketing Partnership Paris Saint-Germain Visit Qatar The renewal was announced in Doha during the official opening of Ici C’est Paris Park , a branded fan experience designed to showca

Roger Hampel Image: Inter Milan Inter has unveiled “One Rhythm”, a brand-led activation designed to accompany the club’s participation in the Italian Super Cup 2025, using music, fashion and cultural partnerships to reinforce its international positioning ahead of the tournament in Saudi Arabia. The project culminates in a special-edition jersey, which Inter will wear during the Super Cup semi-final against Bologna on 19 December. The shirt was officially revealed at the Soun

Roger Hampel Image: Aston Villa Aston Villa has announced a new commercial partnership with global headwear brand New Era, launching an exclusive licensed collection that strengthens the club’s retail and lifestyle positioning beyond traditional matchday merchandise. The agreement forms part of New Era’s continued expansion into English football and adds Aston Villa to a growing portfolio of European clubs using apparel collaborations to diversify commercial revenues and reac

Roger Hampel Image: AFC Ajax AFC Ajax has agreed an extension of its long-standing partnership with Italian coffee brand Lavazza, securing the collaboration through 2030. Lavazza, which has been associated with the club since 2017, will continue as an Official Sponsor, reinforcing a relationship that combines hospitality services, brand visibility and long-term commercial stability. A Partnership Rooted in Club Operations and Hospitality Under the renewed agreement, Lavazza c

Roger Hampel Image: PSG Paris Saint-Germain has launched a winter fan engagement programme at the Parc des Princes, transforming the stadium into a seasonal attraction between 13 December and 2 January as part of a broader strategy to monetise the venue beyond matchdays. Branded Winter in Paris , the initiative positions the stadium as a leisure and entertainment destination during a traditionally low-activity period in the football calendar. Stadium as a Year-Round Entertain

Roger Hampel Image: AS Roma AS Roma has announced a new strategic partnership with European airline Wizz Air, which will see the carrier become a Main Partner of the club and feature as a shirt-sleeve sponsor beginning with Roma’s Serie A match against Como on 15 December at the Stadio Olimpico. The agreement adds Wizz Air to Roma’s commercial partner portfolio and marks the airline’s first appearance on the club’s matchday kit. Commercial Scope of the Agreement AS Roma Wizz

Roger Hampel Image: Tether Tether has submitted a binding all-cash proposal to Exor to acquire its controlling stake in Juventus Football Club, signalling a potential ownership change at one of Europe’s most established football institutions. The proposal, dated 12 December 2025, concerns Exor’s 65.4 percent shareholding and remains subject to regulatory approvals and the execution of definitive transaction documentation. Transaction Structure and Ownership Scope Tether Juven

Roger Hampel Image: Inter Miami The 2025 MLS Cup delivered the strongest media performance in the competition’s history, highlighting Major League Soccer’s growing relevance across digital platforms and international markets. According to league data, the final reached more than 4.6 million viewers across all platforms and generated record social engagement, reinforcing MLS’s position as a digitally driven sports property. Inter Miami CF secured its first MLS Cup title with a

Roger Hampel Image: Tarczyński S.A. Tarczyński S.A. has extended its title sponsorship of Tarczyński Arena Wroclaw for a further six years, securing the naming rights of the venue until 2034. The new agreement, signed ahead of the expiration of the current contract, is valued at PLN 30 million net (approximately €7 million) and is based on the same commercial terms as the existing deal. The early renewal reflects the commercial impact of the partnership and positions the stad