Volleyball World Appoints Red Tiger Marketing For Global Commercial Growth Strategy

Volleyball World has appointed UK-based Red Tiger Marketing – a firm founded by former Manchester United CEO Richard Arnold – to support its global commercial growth strategy.

The appointment will focus on sponsorship, strategic partnerships and brand-led growth across Volleyball World’s global portfolio.

Red Tiger Marketing will work with Volleyball World’s senior leadership to support commercial planning and partner development, drawing on experience from the UK sports marketing sector at a time when rights holders have increasingly sought specialist agencies to drive international revenues.

Volleyball World will operate as a joint venture between the FIVB and CVC Capital Partners, managing the global commercial rights for elite indoor and beach volleyball competitions. Its platform has reached large international audiences across broadcast, digital and live events, with continued growth in youth engagement and global participation.

The appointment will take place as international federations continue to professionalise commercial operations ahead of major global events, including the build-up to the Los Angeles 2028 Olympic Games, where volleyball and beach volleyball remain core disciplines with strong global and UK viewership.

Oliver Clarke, Chief Partnerships Officer at Volleyball World, said, “Volleyball World has an ambitious vision for the global growth of the sport. Partnering with Red Tiger strengthens our commercial capabilities as we continue to build a premium, future-facing platform for brands looking to connect with our global audience.”

When The Algorithms Eat Your Sports Content Strategy

The way content is created for teams and players is being guided by what’s demanded by the platforms as much as the business plan. Is that going to benefit the clubs or the spectators, asks David Granger of content marketing agency Arc & Foundry.

There was a time when a player’s value was measured in goals, assists or the occasional less-than-savoury tackle. Now athletes need to demonstrate engagement rate, follower growth and their charisma in vertical video. Clubs may talk about authentic connections, but, let’s face it, some (most?) of their digital output is as much about satisfying a feed’s criteria as its supporters.

Broader distribution fuelled by algorithms certainly looks like progress. According to Sports Business Journal, short-form social platforms will now deliver to more than 70% of users who don’t follow the account. Discovery and non-follower reach has replaced community engagement as the headline number.

In practice, this changes strategy. The safest path to success is no longer creating content which fits in with your club’s ethos; it’s creating for the feed. A goal from a freekick is great, but a post-match changing-room dance synced to a song trending on TikTok is more predictable. The latter reliably racks up completion rates and replays, the metrics the social platforms state are key to distribution.

Leagues and clubs have seen the benefit and adapted quickly. The NBA is a prime example: platform-specific edits, heavy use of behind-the-scenes content, relaxed controls on fan sharing. Short-form clips now account for most the NBA’s digital interactions. By building content which platforms recognise as high-performing, and you’ll be rewarded you scale.

But. But… 

When everyone is working towards the same factors, everything starts to look the same (and yes, we’re casting a side-eye in your direction Generative AI. We know where you’re heading). Identical formats. Identical pacing. Identical captions. It’s hard to claim to be authentic when your post could have come from half a dozen other clubs with the logo cropped out.

Sprout Social data shows Premier League clubs seeing behind-the-scenes content outperform everything else. TikToks of players laughing in the tunnel will beat match graphics for engagement and watch time. Handheld footage will outperform carefully crafted big moments.

And players are increasingly acting as media channels. Content-ready athletes whose follower demographics are a better pitch to sponsors. And while we may not have scouts checking TikTok analytics alongside expected goals (yet), social footprint shapes how players are packaged and promoted.

Similarly, sponsors accelerate this. Campaigns will always have a social element to them: excellent for reach. Less convincing if you believe not every story worth telling fits into twelve seconds with subs.

Clearly sports content marketers cannot abandon algorithms’ influence or retreat to chronological feeds and grainy images. Used intelligently, platforms will broaden audiences, surface niche stories and unlock genuinely creative formats. The problem starts when optimisation becomes obedience.

The risk with sport content is when calendars are built around what the feed prefers rather than what the sport means, something vital erodes.

The challenge is treating algorithms as tools, not rules. When a platform decides what a moment is worth before fans do, sport stops being live. It starts being ranked. And we should probably stop pretending the algorithm is working for the team, the player, the club or the driver.

Fanatics And OBB Media Unveil Content Studio

Fanatics, a global sports platform, and OBB Media, the award-winning next-gen entertainment studio, have announced the launch of Fanatics Studios, a transformative new joint venture poised to be the premier global studio for sports entertainment. Built to independently create, finance, produce, and distribute best-in-class content at the intersection of sports and culture, Fanatics Studios will launch with a slate spanning feature films and documentaries, unscripted and scripted originals, one-of-a-kind live event specials, premium digital series, and more.

Fanatics Studios brings together industry-leading capabilities, resources and relationships from both companies: pairing Fanatics’ unmatched reach and impact as one of the most dynamic companies in sports which boasts a roster of thousands of preeminent athletes and sports partners which span the apparel industry, trading cards and collectibles, sports betting and iGaming, events and more, with OBB’s proven ability to drive culture through storytelling and create award-winning content with the biggest names in entertainment, amassing billions of views.

Fanatics Studios is launching with a premium slate of projects and partnerships including:

  • LA28: Fanatics Studios will enter into a strategic content partnership with the LA28 Olympic and Paralympic Games, leading production across marquee film, television, and digital projects promoting athletes and culture leading into the Games, and looking back at their defining moments.
    • The Official Olympics Film: Fanatics Studios is being bestowed the honor of producing the official Olympic film, which will be set for a theatrical release and have a director named later.
  • The Fanatics Flag Football Classic: A first-of-its-kind round robin tournament featuring three teams of incredible current and legendary football players and world-class athletes, including Tom Brady coming out of retirement to make his flag football debut, broadcast live on Fox in March from Riyadh, Saudi Arabia.     
  • One More Drive: A multi-part docu-follow on Tom Brady, produced in partnership with Shadow Lion. Following the next chapter in Tom’s storied career, as the seven-time Super Bowl Champion comes out of retirement, preparing for the Fanatics Flag Football Classic in 2026 and 2027, and potentially competing for a roster spot on Team USA as flag football makes its Olympic Games debut at LA28.
  • The 2026 ESPY Awards: Fanatics Studios will join ESPN and Full Day Productions to produce The 2026 ESPYS Presented by Capital One, the annual awards show that celebrates and recognizes major sports achievements and excellence, the defining athletes, and most iconic moments of the year.
  • ESPN: Fanatics Studios and ESPN have additionally entered an overall partnership with hours of committed programming across 2026 & 2027. The partnership includes the renewal of Fanatics Fest All Access, the one-hour special providing an all-access pass into Fanatics Fest — the world’s number one sports fan festival.
  • WWE: Fanatics Studios and WWE have entered into a meaningful overall partnership, with a multi-project commitment across unscripted and digital content:
    • WWE digital shows, including What Do You Wanna Talk About? with Cody Rhodes, What’s Your Story? with Steph McMahon, Six Feet Under with The Undertaker, and The Raw Recap Show hosted by Megan Morant and Sam Roberts, distributed on the WWE YouTube channel which has 112 million subscribers, the 11th most-subscribed channel worldwide. The channel surpassed 100 billion total lifetime views on YouTube, the 10th channel in history to do so.
    • YEE(A)T with The Usos: Fanatics Studios will debut an unscripted culinary series with WWE Superstars Jimmy and Jey Uso, who will take their tag team efforts on the road with a BBQ travel show featuring fellow WWE superstars and celebrity friends distributed across WWE’s social and YouTube channels.
  • MLB: Fanatics Studios and MLB are launching an official global partnership to produce original content that deepens fan engagement and elevates baseball’s cultural relevance worldwide.
    • World Baseball Classic: A docu-series chronicling the biggest global event in baseball as nations compete for the 2026 WBC title. Produced alongside Box To Box Films.

“I’m incredibly excited about launching Fanatics Studios and adding an important content and media business to our growing sports platform that also supports all of our existing businesses,” said Fanatics CEO Michael Rubin. “We could not have dreamed up a better partner in Michael Ratner and the team at OBB, and together we are going to continue pushing our mission of relentlessly enhancing the fan experience by creating content that brings fans closer than ever to the teams, players, sports, cultural moments and events that they love in a way that’s never been done before.”

“Sports and pop culture are converging at the heart of the global entertainment landscape and we’re building Fanatics Studios to redefine what is possible at that intersection,” said Michael D. Ratner. “At OBB, our mission has always been to work with the greatest and most ambitious partners, and Fanatics is undeniably that — a powerhouse that is respected by athletes, leagues, organizations, and fans across the sports universe. I can think of no better partner to supercharge the next phase of growth in our sports business, and I look forward to continuing to work with Michael Rubin and the entire Fanatics team as we build the best-in-class studio for the future of sports entertainment.”

Fanatics Studios formally combines OBB Sports’ go-forward production business with Fanatics’ existing media partnerships, creating the exclusive entity for all sports-related content for both companies moving forward. OBB Pictures will handle physical production on all Fanatics Studios projects. Ratner will be the CEO of Fanatics Studios while continuing to lead all of OBB Media’s separate businesses. Prior projects from OBB Sports that predate the venture and will remain separate include Cold as Balls with Kevin Hart, which just surpassed its 100th episode, recent breakout hit Speed Goes Pro with IShowSpeed, the recently announced Kevin Durant docu-series for Netflix, and the Peabody and Sports Emmy award-winning Mountain Queen: The Summits of Lhakpa Sherpa.

Fanatics and OBB also recently announced a ten-year partnership to continue to co-produce Fanatics Fest, the world’s number one fan festival, which will return to the Javits Center in New York City on July 16-19.

FIFA Signs Stats Perform As Official Betting Data and Betting Partner

FIFA has announced that it has selected sports AI and data pioneer Stats Perform as its first-ever official betting data and betting streaming rights distributor.

The landmark multi-year agreement grants Stats Perform exclusive rights to distribute official betting data and live streams for selected FIFA properties, including all 104 matches at the expanded FIFA World Cup 2026™, as well as the FIFA Women’s World Cup Brazil 2027™, the FIFA Futsal World Cup 2028™, the FIFA Futsal Women’s World Cup 2029™, the FIFA U-20 Women’s World Cup™ in 2026 and 2028, the FIFA U-20 World Cup™ in 2027 and 2029 and the FIFA Intercontinental Cup™ from 2026 to 2029 inclusive. It also grants exclusive betting rights to thousands of matches per season across FIFA Member Association competitions powered by FIFA+.

Stats Perform’s agile RunningBall team will collect and exclusively distribute ultrafast official FIFA betting data to licensed sports betting operators for modelling, trading, settlement and in-play front-end use for the competitions covered in the agreement. Its globally trusted Opta team will exclusively provide official player statistics, insights, live scores and match trackers to sportsbooks.

Romy Gai, FIFA Chief Business Officer, said: “We are delighted to partner with Stats Perform, a global leader in sports data. This innovative partnership will create great opportunities to deliver official products for the benefit of the game and its fans.”

Stats Perform will also serve as an official distributor of live FIFA match streams to customers of licensed sports betting operators in selected territories. This includes the exclusive distribution of FIFA World Cup 2026 and FIFA Women’s World Cup Brazil 2027 streams via Stats Perform’s award-winning, AI-enhanced Bet LiveStreams service.

Additionally, Stats Perform’s Integrity team will provide support to FIFA Integrity regarding Member Association content on FIFA+ that is covered under the partnership.

Carl Mergele, Chief Executive Officer at Stats Perform said: “FIFA competitions represent the pinnacle of the world’s biggest game. Our clients will be delighted we’re able to add FIFA competitions to our Opta and RunningBall official betting data portfolio, and our innovative, AI-enriched Bet LiveStreams service. We share FIFA’s vision to help the magic of the beautiful game be felt more deeply, by more fans, worldwide.”

Target Darts Inks Multi-Million Pound Deal with World Champion Luke Littler

Target Darts has signed a new long-term, multi-million-pound agreement with recently crowned double PDC World Champion, Luke Littler, securing the future of one of the most impactful partnerships the sport has ever seen. 
 
The new deal represents the largest agreement in darts history between a brand and a player, reflecting Littler’s extraordinary achievements and Target’s long-term belief in his continued impact on and off the oche. 
 
Now the World Number One, Premier League Champion, back-to-back World Champion and Ten-time Major winner, ‘The Nuke’ has rewritten the record books, driven unprecedented global attention and introduced darts to a new generation, young and old. 
 
Speaking about the announcement, Target’s Chairman Garry Plummer said: “I met Luke at the BDO Youth World Championship Qualifier when he was 12, and that day his dad asked if we would sponsor him.

“We’d never taken on someone so young, but I saw something special in him and saying yes was easy. Watching him grow since, as both a player and a person, has been a privilege. His achievements on and off the oche have been remarkable, and this new agreement celebrates everything we’ve built together and the exciting future ahead.” 

James Tattersall, Group CEO at Target, added: “Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally.

“The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead. It secures the long-term future of our partnership and strengthens our ability to keep pushing darts forward through innovation, product development and global growth.” 

Reflecting on the deal, Luke Littler said: “Target has believed in me from day one and I’m delighted that there are many more years to come. 

“From my playing career to my product range, we’ve built everything together and I’m really excited to commit to our partnership long-term and see where we can take this next.” 
 
The partnership extends beyond competition and commercial success. Following his recent World Championship triumph, Littler personally purchased a brand-new set of Apple AirPods for every member of Target Darts staff, as a thank-you for their continued hard work and support throughout his career to date – a gesture that reflects the close, long-standing relationship between player and brand. 
 
Alongside his competitive success, Littler has played a hands-on role in developing a full Luke Littler product range loved by fans globally– including his replica darts, Nuke-branded dartboards, and an entry-level range of magnetic dartboards designed for children.  
 
That range has expanded significantly in recent months and is now stocked by major national retailers including Smyths Toys, Argos, and TGJones, alongside a growing list of international partners, underlining Littler’s reach far beyond traditional darts retail. 
 
Littler was also recently the face of Target’s largest-ever media campaign, spanning television and digital platforms across the UK, Germany, and the United States. The campaign marked a step-change in how darts is marketed globally and reinforced Target’s ambition to position the sport alongside the world’s leading consumer brands. 
 
This announcement comes during a period of continued momentum for Target. Over the past year, the company has launched official licensed product collaborations with Disney / Star Wars and Xbox, while its Omni auto-scoring system delivered a bumper Christmas period, achieving record sales and further accelerating the digitisation of the sport. 
 
With darts experiencing unprecedented global growth, Target and Littler now look ahead with confidence, united in their ambition to continue defining the future of the sport at every level. 

ICC Signs Multi-Year Global Partnership With Hyundai

The International Cricket Council (ICC) has announced a major multi-year global partnership with Hyundai Motor Company, which sees the iconic global automotive manufacturer come on board as one of only four Premier Partners for upcoming ICC Events.

The partnership was unveiled at the renowned Narendra Modi Stadium in Ahmedabad. ICC Chairman Mr. Jay Shah, ICC CEO Mr. Sanjog Gupta and Hyundai India Managing Director and CEO designate Mr. Tarun Garg were among those present at the official unveiling ceremony.

The deal ensures that the ICC now has a full suite of partners at the top tier of its commercial partnerships programme ahead of the start of the much-anticipated ICC Men’s T20 World Cup 2026 in India and Sri Lanka starting on 7 February. As a Premier Partner of the ICC, Hyundai secures exclusive worldwide rights across the ICC’s upcoming international cricket calendar, including association with iconic matchday moments such as the coin toss.

This new partnership underscores the ICC’s commitment to building deeper connections with its global audiences via commercial partnerships with premium, global brands that are fully vested in the future of the sport. The announcement comes less than two weeks after the ICC announced a global tier two agreement with AB InBev, whilst at that level the ICC has also welcomed Sobha Realty, Unilever and Google into its prestigious partnerships portfolio in 2025.

Through the partnership, the ICC and Hyundai will explore innovations in venues and collaborate on initiatives that enhance fan experience.

Mr. Jay Shah, ICC Chairman, said: “Cricket is among the world’s most popular sports, with over two billion fans whose passion is especially evident during ICC’s marquee events. These global events offer an excellent opportunity to engage fans through innovative digital and in-stadium integrations.

“We welcome Hyundai as a Premier Partner and look forward to delivering outstanding events together. Hyundai is a global brand that has long supported sports, and we look forward to maximizing our combined strengths at these events.”

Mr. Sanjog Gupta, ICC CEO, said: “We are proud to welcome Hyundai to the ICC’s global commercial program as a worldwide partner. The collaboration between ICC and Hyundai will strive to grow global Cricketing culture with shared values of inclusivity, innovation and progress at the heart of our ambition.

“Hyundai’s global scale, presence across Cricket’s strongholds & emerging markets and commitment to technology-driven innovation align seamlessly with the ICC’s vision of growing the sport beyond traditional boundaries, deepening passion and inspiring fans everywhere. Together we will elevate the experience of Cricket’s pinnacle events, fuel the expression of fandom and strengthen communities. With this, Hyundai joins an elite group of ICC’s global partners – each with a definitive sense of purpose, passion and partnership – whose commitment demonstrates the growing significance of the world’s second largest sport and its unparalleled capacity to shape culture.”

José Muñoz, President and CEO of Hyundai Motor Company, commented: “Cricket and Hyundai share a relentless drive to improve and the resilience to rise to every challenge. We are honored to partner with the ICC and connect with over two billion passionate fans worldwide. In key markets like India, where cricket is a way of life, this partnership deepens our connection with the customers and communities who inspire everything we do. We look forward to creating memorable experiences together at these iconic tournaments.”

Tarun Garg, Managing Director and CEO Designate, Hyundai Motor India Limited, said: “This partnership reflects Hyundai’s strong commitment to India and growing importance of India market in Hyundai’s global operations. We look forward to some thrilling cricketing action and are ready with a 360-degree communication approach across PR, digital, experiential and dealerships to maximize this opportunity across the country.”

Hyundai Motor was a former partner of the ICC from 2011 to 2015 and is once again cementing its status within the sport through this new partnership. Fans attending and viewing matches at ICC events will be able to connect with the Hyundai brand in meaningful and engaging ways, across channels.

KKR to Acquire Arctos Partners in Deal Valuing Sports Investor at Up to $1.5bn

KKR has agreed to acquire Arctos Partners, the specialist sports and secondaries investment firm, in a transaction valuing the business at approximately $1 billion, with performance-based incentives that could increase the valuation to as much as $1.5 billion.

Under the agreement, Arctos’ senior leadership team, led by co-founder Ian Charles, will remain in place and continue to run the business. Charles and other senior executives will retain their existing carried interest and will also receive equity in KKR as part of the transaction.

Founded as one of the earliest institutional investors focused exclusively on professional sport, Arctos manages around $15 billion in assets and holds minority stakes across major US professional leagues, including the NBA, NFL, MLB, NHL and MLS, as well as a growing portfolio of international assets. The firm has also built a sizeable secondaries platform, providing liquidity solutions for existing sports owners.

KKR will acquire Arctos using its balance sheet, with the business integrated into KKR’s asset management division. The transaction remains subject to approvals from US professional sports leagues, which will review the deal to ensure compliance with ownership rules and to mitigate potential conflicts of interest, including those related to athlete endorsements involving KKR portfolio companies.

Arctos currently has exposure across all five major US professional leagues and several international competitions. Its portfolio includes minority stakes in franchises such as the Golden State Warriors, Houston Astros, Los Angeles Dodgers, Chicago Cubs, Sacramento Kings, Pittsburgh Penguins, Boston Red Sox, Buffalo Bills, San Francisco Giants, Minnesota Wild and San Diego Padres, as well as international assets including Paris Saint-Germain, Liverpool FC, Atalanta BC and Aston Martin Racing.

The total value of Arctos’ ownership interests across its global sports portfolio exceeds $15 billion, underlining the growing institutional appetite for sports as a differentiated asset class and KKR’s continued expansion beyond traditional private equity strategies.

215 Territories, 50 Partners: What Ligue 1’s International Footprint Reveals About Modern Football Media

As Ligue 1 McDonald’s enters its most expansive international media cycle to date, the league is quietly redefining how top-tier football properties scale globally. Now present across 215 territories through 50 broadcast partners, Ligue 1’s growth is not just a function of star power—but the result of a deliberate, multi-year shift in rights strategy, content production, and direct-to-consumer innovation.

In this conversation, David Labrune, International Media Rights Director at Ligue de Football Professionnel (LFP), explains how internalising international rights, adopting a market-specific sales approach, and launching Ligue 1+ have reshaped the league’s global footprint. From youth-focused content and social-first distribution to strategic partnerships across Asia, Africa, and the Americas, Labrune offers a rare behind-the-scenes look at how Ligue 1 is positioning itself for the next phase of international growth—without disrupting its traditional broadcast ecosystem.

Ligue 1’s International Growth Story: 215 Territories, 50 Partners – what does this say about the league’s global appeal and rights strategy?

Ligue 1 McDonald’s now enjoys the most extensive international media footprint in its history. Despite a strongly competitive environment, we secured a solid growth compared to the previous cycle.

This growth is the result of a five-year strategy leading to the internalization of international media rights at LFP Media in 2024. We have invested in content production, storytelling, marketing, and digital initiatives to meet broadcaster expectations. We launched our own DTC platform in Iceland, UK and Ireland, and this technology later became the backbone of our Ligue 1+ channel in France.

This international growth is also the outcome of a creative multi-pronged rights sales approach: our global ITT launched in 2023 generated strong interest from broadcasters and agencies worldwide, helping us to fine-tune our approaches by market or by region.

These efforts are paying off and position us well for the future.

What’s Driving Demand for Ligue 1 Internationally?

First and foremost, the quality of the show on the pitch. Last season alone, we broke several records, including goals scored and stadium attendance. We didn’t suffer from the loss of big stars a couple of seasons ago, and our TV audiences kept increasing . This level of entertainment is highly appealing to our international broadcast partners, and ultimately to their subscribers.

Our major brands obviously help: PSG winning the UCL and reaching the CWC final is a strong driver. But more broadly, French clubs are performing really well, currently standing in the TOP-3 of all three European competitions. This allows us to showcase far more than a single powerhouse: De Zerbi’s Olympique de Marseille, Pogba’s AS Monaco, the comeback of Giroud to Ligue 1 McDonald’s by joining LOSC, or other ambitious projects such as Paris FC, RC Lens, RC Strasbourg, and others.

Local relevance also plays a key role. Ligue 1 McDonald’s is highly international, with 60% of foreign players, and we support this with numerous grassroots and fan-engagement initiatives, from youth tournaments in Africa to e-sport competitions across Asia, or by exporting the Super Cup to the Middle East, a strategic market for the league.

Partnering Strategically Across Regions (Asia, North America, Europe) – what LFP looks for in a “high-quality, long-term” broadcaster?

We prioritise trustworthy broadcasters who are committed to the long term. A very high renewal rate, 70%, illustrates the quality of our partnerships.

We also look for partners willing to invest in marketing and activations, and who are open to innovative approaches, whether that means working with a sportsbook in Mexico or a streamer in Brazil.

How Are International Media Partners Innovating Around Ligue 1?

Our international partners are increasingly creative in how they showcase Ligue 1, moving beyond traditional match broadcasts.

A strong area of innovation is social media. For years, we’ve been exploring how to fully leverage our 58M social media fanbase (the 3rd most followed league worldwide), with 85% of followers based internationally. We now work closely with broadcasters’ social teams on extensive call-to-action strategies designed to drive our fans directly to their platforms. This is reinforced by the creation of tailored digital content, including localized highlight formats, short-form storytelling, and creator-led pieces, helping us reach younger and more diverse audiences across social platforms.

Another example is the partnership with CANAL+ Afrique to create the first reality TV Show around football in Africa. Academies from France and 4 African countries participated in a brand new TV format which generated millions of viewers.

The Role of Infront & the Multi-Territory Strategy?

Infront is one of the most dynamic agencies in the market, and we are pleased to collaborate with them.

They bring strong local expertise while leveraging the global properties in their portfolio to enhance our reach and visibility.

We have also been very innovative on the betting and data front with their subsidiary Infront Bettor, introducing new event and tracking data technologies, and enriching our broadcast product with a wide range of advanced data insights.

The Rise of Ligue 1+: A New Way to Serve Global Fans – how the product will evolve internationally and complement—not replace—traditional media rights partners?

Some international broadcasters air only three to four matches per matchday. That leaves a significant amount of additional content from Ligue 1 and Ligue 2 without distribution. Ligue 1+ fills this gap, with strong appeal for expatriates and committed fans.

We also see strong opportunities for cross-promotion between our broadcasters and our OTT platform.

Beyond pure media rights, Ligue 1+ enables us to gather and activate a highly engaged global fanbase around a wider ecosystem of products.

To sum up, Ligue1+ naturally complements traditional broadcasters while maintaining a healthy balance.

Future Plans to Evolve Ligue 1’s Brand for International Fans?

A key focus for us at the moment is to target younger audiences more specifically, particularly those aged 7-12. We have developed dedicated TV shows for this demographic, ranking as the number 1 channel in France among kids when these programmes are aired. Our goal is to expand this youth-focused strategy internationally.

Another priority is to reinforce local relevance through innovative tools such as AI-powered translations or highlights.

FIFA and Lenovo unveil multiple AI-powered innovations ahead of FIFA World Cup 2026

FIFA and Lenovo have unveiled a series of technological innovations driven by artificial intelligence (AI) that are set to enhance officiating technologies, match analysis capabilities and performance, and drive fan engagement ahead of the game-changing 48-team FIFA World Cup 2026™.

Revealed by FIFA President Gianni Infantino and Lenovo Chairman and CEO Yuanqing Yang at Lenovo Tech World 2026, held on the opening day of CES at Sphere in Las Vegas, United States, the “Football AI” innovations comprise Football AI Pro, AI-enabled 3D player avatars and an updated version of the Referee View broadcast footage. The technologies underline FIFA’s strategic focus on digital innovation and AI, as outlined in its Strategic Objectives for the Global Game: 2023-2027.

FIFA’s Official Technology Partner for the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027™, Lenovo provides AI-enabled devices, infrastructure, software, solutions and services at FIFA’s two flagship competitions and across world football’s governing body.

A lead innovation for FIFA World Cup 2026 is Football AI Pro, a generative AI knowledge assistant developed to support all 48 participating teams in Canada, Mexico and the United States. The tool reflects a shared ambition to harness innovation not only to advance elite performance, but also to help level the playing field in an increasingly data-driven sport.

At the highest level of the game, access to sophisticated analysis often depends on the financial and technical resources at a team’s disposal. Football AI Pro seeks to address this imbalance, with all of the 48 competing teams at global football’s premier event set to benefit from the same advanced pre- and post-match analytical capabilities.

Powered by Lenovo’s full-stack AI capabilities and built on FIFA’s Football Language model, Football AI Pro analyses hundreds of millions of FIFA-owned and -organised football data points to generate validated insights in text, video, graphs and 3D visualisations. The interface will support prompts in many languages and will deliver consistent, tournament-wide intelligence based on millions of football data points per game. The new tool can be used before and after matches for match analysis, but not during live play.

AI-enabled 3D player avatars represent a significant development in semi-automated offside technology. Players participating in the upcoming global showpiece will be digitally scanned to create a precise 3D model. Each scan takes approximately one second and captures highly accurate body-part dimensions, allowing the system to track players reliably during fast or obstructed movements.

In addition, the 3D models will be incorporated into the host broadcast, enabling offside decisions determined by the video assistant referee (VAR) system to be displayed more realistically and in a more engaging way to fans at stadiums and to viewers around the world.

The technology was successfully tested at last year’s FIFA Intercontinental Cup™, with CR Flamengo and Pyramids FC players scanned ahead of their FIFA Challenger Cup showdown. The system was trialled throughout the match, demonstrating its capability and readiness to support the match officials at the FIFA World Cup 2026.

FIFA and Lenovo have also launched a new iteration of Referee View, building on the successful trial of the original version at last year’s inaugural FIFA Club World Cup™. Using AI-powered stabilisation software, footage captured from the referee’s camera will be smoothed in real time, reducing motion blur caused by rapid movement. The stabilised footage will deliver a higher quality, first-person perspective for global audiences, enhancing transparency, understanding and engagement throughout the match.

“The FIFA World Cup in 2026 is going to be the greatest show ever on planet Earth,” said FIFA President Gianni Infantino at the event. “Seven million people will attend the 104 matches – 104 Super Bowls – dozens of millions of fans will travel to North America to feel the FIFA World Cup vibe, six billion people will watch it from home, and the world will stand still.

“FIFA and Lenovo are fully embracing digital technologies and Artificial Intelligence, “Football AI”, to support teams and match officials, while also providing a new mind-blowing experience to fans worldwide. With Football AI Pro, we will democratise access to data by providing the most complete set of football analytics to all competing teams and soon to fans as well.

“The next generation of Referee View will show us new AI-enabled stabilised pictures to make the viewing experience unique – as if you are in the centre of the field with the players.

“And AI-enabled 3D avatars will ensure precise player identification and tracking – a big advancement in semi-automated offside technology providing great images, faster decisions and a clear understanding by everyone.

“But of course, this is just the beginning, so fans worldwide should stay tuned for more exciting developments with Football AI, and other innovations, as FIFA and Lenovo create unforgettable experiences in the months and years ahead.”

Lenovo Chairman and CEO, Yuanqing Yang, added: “FIFA World Cup 2026, powered by Lenovo AI, will be most technologically advanced in history. We are providing complete IT solutions, enhancing the delivery and experience of the tournament at every level. Football AI Pro will be a gamechanger and we can’t wait to see it, as well as our other innovations developed with FIFA, used at FIFA World Cup 2026.”

Mercedes-Benz UK named Official Automotive Partner of WSL Football

Mercedes-Benz UK is the new Official Automotive Partner of WSL Football, covering both the Barclays Women’s Super League (Barclays WSL) and Barclays Women’s Super League 2 (Barclays WSL2). The exclusive multi-year partnership comes into effect on 7 January 2026.

As part of this partnership, Mercedes-Benz UK also becomes the Presenting Partner of the first ever play-off match. For this season, the third-placed Barclays WSL2 club could secure promotion to the top tier if they beat the club that finishes bottom of the Barclays WSL.

The partnership between Mercedes-Benz UK and WSL Football strengthens the brand’s commitment to supporting women’s sports on a global level. Mercedes-Benz AG has been an Official Patron of the Women’s Open golf tournament since 2024, and on 1 January 2026 entered into a long-term agreement with the Women’s Tennis Association (WTA) to become both its Premier Partner and Exclusive Automobile Partner.

Olivier Reppert, Chief Executive Officer and Managing Director, Mercedes-Benz UK: “The Mercedes-Benz story began 140 years ago with a bold idea that changed the world. Now, that same spirit of innovation and ambition drives our partnership with WSL Football. We are proud to collaborate with WSL Football to inspire and engage the next generation of players and fans.”

Zarah Al-Kudcy, Chief Revenue Officer, WSL Football said: “Partnering with Mercedes-Benz UK at this defining moment in the season reflects the scale, momentum and commercial potential of the women’s game. Bringing a brand of this calibre into WSL Football as our Official Automotive Partner will help us elevate the game, deepen engagement with fans and players and accelerate long-term growth across both leagues.”

The Barclays WSL and Barclays WSL2 season resumes after its winter break on 10 January, when Arsenal plays Manchester United at the Emirates Stadium in London and Southampton take on Portsmouth at St Mary’s Stadium in Southampton.