Ekstraklasa and IMG Join Forces for Next Domestic Broadcast Rights Sale

Ekstraklasa has entered into a partnership agreement with IMG, a leading global sports marketing agency to support Poland’s top-flight football league in the upcoming tender process for the domestic media rights to Ekstraklasa matches from the 2027/28 season onwards.

As part of the partnership, IMG will contribute to the development of Ekstraklasa’s media rights strategy and work alongside the league in designing the final rights packaging structure and tender framework. IMG will also be actively involved throughout the entire sales process, engaging in discussions and negotiations with prospective broadcasters during the bidding stage and supporting subsequent contract negotiations.

“The media landscape is evolving rapidly, with an increasing number of market participants expanding into new and often distant territories to strengthen their global footprint. IMG is one of the world’s leading sports marketing agencies, with extensive experience in both acquisition and commercialization of sports media rights across multiple markets and sporting properties. The company maintains strong relationships with broadcasters and streaming platforms worldwide and brings a comprehensive global perspective on the trends shaping the sports media rights industry. We believe IMG’s expertise and market insight will strengthen our sales process, so that we can capitalize on Ekstraklasa’s continued growth and build a strong revenue stream for the clubs over the next contract period” said Marcin Animucki, CEO of Ekstraklasa SA.

Victor Blundell, SVP, Middle East & Eastern Europe, Rights, IMG, added, “The Ekstraklasa is one of Europe’s fasting growing football leagues with significant commercial potential. At IMG, we’re uniquely placed to advise on the next step in the league’s commercial development, with our global network of media rights experts and local market insights. We’re looking forward to supporting Ekstraklasa on building a strong domestic proposition that will help maximise its growth for the future.”

Ekstraklasa is currently experiencing strong growth across all key areas. The league continues to set new attendance records, attracting more than 4.15 million spectators to stadiums during the 2025/26 season. During the same period, viewership across linear television and digital platforms increased by 22%, while online audiences grew by nearly 50%.

The Polish league is also expanding its appeal among younger audiences, both in terms of match attendance and digital engagement. As a result, Ekstraklasa ranks among the top European leagues on social media, typically placing between sixth and eighth in terms of audience engagement. Ekstraklasa is also among the top ten European football leagues by the value of its centralized media rights agreements and is widely recognized as one of the most technologically advanced football leagues.

“We’ve successfully matched our strong business performance in recent years with sporting progress. We currently rank 12th in Europe, with five clubs participating in UEFA competitions. The league’s competitiveness, together with the unpredictability and excitement of our matches throughout the season make Ekstraklasa one of the most compelling football leagues. Viewership data also confirm our growing ability to consistently attract large audiences to the screens at scheduled times, which creates unique opportunities for further business growth both for new entrants to the Polish market and for existing broadcasters. We believe the upcoming tender process should reflect Ekstraklasa’s growing potential, particularly against the backdrop of the Poland’s growing economy and expected increase in consumer spending on entertainment,” said Marcin Animucki, CEO of Ekstraklasa SA.

An important driver of future growth in media rights value will be the league’s next technological milestone: the development of a new Live Park media centre. For more than a decade Ekstraklasa has independently produced and distributed its host broadcast feed to media partners around the world. The €20 million investment is expected to enable full remote match production from the 2027/28 season, further enhancing production quality and operational efficiency. Ekstraklasa is also consulting with IMG on the technological infrastructure of the new centre to ensure that the solutions implemented will be able to meet evolving needs of the media industry well into the next decade.

MotoGP Appoints CAA Sports As Exclusive Global Sponsorship Agency 

MotoGP Group has appointed CAA Sports, a division of leading entertainment and sports agency Creative Artists Agency (CAA), as its exclusive global agency to accelerate the evolution of its commercial programme and unlock new partnership opportunities worldwide.

Building on a well-established and high-performing sponsorship ecosystem that already partners with leading brands, MotoGP continues to deliver strong global reach, a fanbase of more than 650 million, and a premium calendar across key international markets. This collaboration with CAA Sports marks the next phase in scaling that success – expanding into new categories, enhancing global visibility, and increasing the value delivered to partners today.

CAA Sports will begin working immediately in close collaboration with MotoGP to identify, develop and secure high-value partnerships across international markets, supporting the championship’s continued commercial momentum and expand into new categories, enhance global brand exposure and drive demand for a broad range of integrated rights sponsorship packages connected to the sport.

As MotoGP’s global representative, CAA Sports will leverage its extensive network of brand relationships, commercial expertise and proven track record representing some of the most valuable sports properties, playing a key role in further scaling MotoGP’s sponsorship programme and connecting leading brands with one of the most dynamic and fast-growing properties in global sport.

“This partnership marks a key step in delivering our commercial strategy – building on the strength of what we have already created and taking it to the next level,” said Carmelo Ezpeleta, CEO of MotoGP Group. “MotoGP already offers partners a powerful global platform, and with CAA – the best in the business – we are in a strong position to unlock even greater value, attract new categories, and deepen our relationships with brands worldwide.”

“MotoGP is a premium global sports platform with a loyal and highly engaged fanbase,” said Paul Danforth, CAA Managing Director and President, CAA Sports. “The championship’s rapidly growing international profile offers brands a unique opportunity to connect with audiences through world-class competition, premium events and year-round content. We are excited to work alongside the MotoGP team to help accelerate the next phase of its commercial growth.”

With more than 650 million fans worldwide and a premium calendar of events spanning key international markets, MotoGP is uniquely positioned to deliver meaningful, high-impact opportunities for brands, and this collaboration with CAA Sports will further accelerate the growth of its global sponsorship programme.

Adidas And The Royal Belgian Football Association Extend Their Partnership Until 2034

Adidas and the Royal Belgian Football Association (RBFA) have extended their partnership until 2034, adidas will therefore remain the official kit partner of Belgium’s various national teams for the coming years.

adidas has been a loyal partner of the RBFA since 2015, while also having served as the federation’s kit supplier in earlier years. Over the years, adidas has outfitted the Belgian Red Devils during some of their most iconic moments, including UEFA EURO 1980 in Italy (runners-up), the FIFA World Cup 1986 in Mexico (fourth place), and the FIFA World Cup 2018 in Russia (third place).

Sam Handy, General Manager adidas Football – “As the world celebrates the best in football, we are very proud to extend our partnership with the Royal Belgian Football Association. We were there when Belgium achieved its biggest successes, we created some iconic kits together, and above all, we have a lot of confidence in future generations Belgian Red Devils and Red Flames, and the development of football in Belgium. “

Peter Willems, CEO Royal Belgian Football Association – “We are very proud to continue our partnership with adidas. Sustainable partnerships are a key pillar of our strategy. The trust of a global benchmark brand like adidas, which is committed to working with our federation over the long term, is a strong confirmation that we are on the right path together”.

Pau Gasol’s €55 Million Liga F Proposal Signals a New Era for Women’s Football

As first reported by FemGol, former NBA star Pau Gasol, through his investment vehicle Gasol16 Ventures, has submitted a €55 million proposal to manage and develop the commercial rights of Spain’s top-flight women’s football league, Liga F. The proposal is set to be considered by clubs at an Extraordinary Assembly on June 29.

If approved, the investment would represent one of the largest private commitments ever made to a women’s football competition and could mark a significant turning point in the commercial evolution of the Spanish women’s game.

While the headline figure has attracted attention, industry observers suggest the proposal’s potential significance extends far beyond the capital injection itself.

Gasol’s bid reflects a growing trend across global sport: the rise of strategic investors who bring expertise, networks and commercial know-how alongside funding.

Having spent nearly two decades in the NBA and subsequently building an investment portfolio focused on sport, technology and performance, Gasol arrives with a unique combination of sporting credibility and business experience.

His profile as one of Spain’s most celebrated athletes, coupled with his role on the International Olympic Committee’s Athletes’ Commission, provides immediate international visibility and stakeholder confidence.

For Liga F, the proposal represents not only financial backing but also access to global commercial relationships and a deeper understanding of how modern sports properties can be positioned as entertainment brands.

The move is consistent with Gasol16 Ventures’ broader investment strategy.

Gasol has previously invested in women’s sport in the United States, including involvement in the WNBA ecosystem and investment in Bay FC of the National Women’s Soccer League (NWSL). He has also backed sports media and technology ventures aimed at younger audiences.

These investments reflect a long-term belief that women’s sport remains undervalued relative to its audience potential and commercial growth trajectory.

At a time when investors worldwide are increasingly seeking opportunities in women’s sport, Liga F appears to be the latest asset attracting strategic attention.

Formula 1 Names Fever as Official Ticketing Supplier in Long-Term Global Deal

Formula 1 has announced that Fever, a leading global live-entertainment technology platform, will join the sport in a long-term global strategic partnership as its Official Supplier, for races in 2027 and beyond.

As part of the new five-year agreement, Fever will provide a new ticketing platform for fans on F1.com for official general admission, local hospitality, and Paddock Club tickets, with a fresh new look and more sophisticated technology to improve discoverability, purchasing and customer service.

As F1’s fanbase continues to grow worldwide, the new partnership aims to deliver a smoother fan journey for those wanting to attend races in person, improving the overall experience of searching for, booking and securing tickets to some of the most unique, thrilling and creative events in world sport.

The agreement reflects the shared commitment from Formula 1 and Fever to develop cutting-edge innovative solutions that continue to enhance the fan experience and the global distribution of official Formula 1 tickets and hospitality packages.

Emily Prazer, Chief Commercial Officer of Formula 1, said: “To maximise the overall experience of fans attending races, we want the consumer journey to be as seamless and enjoyable as possible. Having a strategic partnership that makes that process easier, like searching for and booking tickets, is critical so every aspect of the sport and their time at track lives up to our high expectations. We’re therefore delighted to have Fever join our ecosystem as an Official Supplier that will continue to raise the bar year after year.”

Mariano Otero, SVP Business Development at Fever, added: “We are proud to become an Official Supplier of Formula 1, one of the world’s most iconic and storied sports and entertainment properties. This agreement is a testament to Fever’s leading role as a global technology partner for the most renowned and demanding sports properties in the world and its ability to deliver innovative technology solutions on a global scale. We have been admirers of Formula 1’s inspiring work building up a global fan base, and look forward to helping reach the next generation of fans.”

Tottenham Hotspur Signs TCS As Digital Transformation Partner

Tottenham Hotspur FC has announced a multi-year strategic partnership with Tata Consultancy Services to become its Digital Transformation Partner.

TCS is one of the largest IT services organisations globally, with profound expertise in building scalable, secure, and intelligent digital ecosystems.

Through the partnership, TCS will leverage its industry leading capabilities in Salesforce and Cybersecurity to support Tottenham Hotspur’s digital operations. TCS will also enable advanced analytics and insights, while driving fan engagement, helping the Club harness data, modernize systems, and build a future ready digital platform.

Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, said: “Our ongoing digital transformation at Spurs underpins our wider aims to deepen fan engagement and enhance the user experience across our growing range of digital touchpoints. We are delighted to be able to take a true industry leader in TCS on this exciting journey with us – their expertise in delivering large-scale infrastructure projects with some of the world’s biggest brands will be invaluable to us moving forward.”

“We are delighted to partner with Tottenham Hotspur, a club with a rich legacy and a strong global fan following. This collaboration brings together their ambition to enhance fan experiences with TCS’ capabilities in building secure, scalable digital platforms. By combining data, technology, and design, we aim to help the Club deepen engagement with fans, create more connected and intuitive digital experiences across touchpoints”, said Girish Ramachandran, President, TCS Growth Markets.

OPN And PFA Use Digital Athlete Passports To Transform Football Recruitment

OPN, the digital sports infrastructure company co-founded by former professional footballer Aaron Wildig, has expanded its partnership with the Professional Footballers’ Association (PFA) to provide out-of-contract players with verified performance data and greater visibility to clubs during the summer transfer window.

As the official Digital Athlete Passport partner of the PFA pre-season programme, OPN will provide players attending this year’s expanded camps with access to performance records, GPS data, physical testing, wellness monitoring and performance analytics throughout the programme.

The PFA pre-season camp gives out-of-contract players a professional training environment during the summer, with daily on-pitch sessions, strength and conditioning, friendly fixtures and physical and mental wellbeing support. This year’s programme will run for 12 weeks from June 29 to September 16, 2026, with dedicated camps for out-of-contract WSL and WSL2 players being introduced for the first time.

OPN’s technology will support the programme by helping players showcase their current level, readiness and potential through objective performance data, while giving clubs, scouts and recruitment teams a more complete picture of available players.

The partnership builds on OPN’s work with the PFA in 2025, when its Digital Athlete Passport technology and digital transfer list supported out-of-contract players seeking new clubs. The platform allows recruiters to access player profiles and performance data gathered throughout the programme, helping them make more informed decisions based on current evidence as well as playing history.

The 2026 programme will also include an integration with Opta, giving clubs access to deeper performance insights by combining physical testing data, GPS metrics and wellness information with match analytics and performance statistics.

Wildig, who had a 15-year professional playing career with clubs including Cardiff City, Shrewsbury Town, Morecambe and Newport County, said his own experience in the game had shaped OPN’s player-first approach.

He said: “My own career taught me how quickly football can move on without you. One minute you are in a club environment with all the support around you, and the next you are on your own trying to prove your value again. That experience has never left me, and it is a big part of why OPN exists.

“The work we are doing with the Professional Footballers’ Association is about giving players proper evidence of who they are, what they can do and how they are developing. Talent should not disappear just because a contract ends or because someone has not seen the full picture.

“Football has always been full of opinions, but players deserve more than opinions. They deserve verified data, proper context and a record that travels with them throughout their career.

“OPN is a way of giving something back. I know how vulnerable players can feel when they are out of contract, injured, overlooked or trying to find the next opportunity. If we can help them walk into conversations with clubs with greater confidence, then that matters.

“Throughout my career, I’ve seen how talented players can miss out on opportunities simply because clubs don’t have the full picture. By combining the PFA Transfer List with a player’s Digital Athlete Passport, we’re helping clubs find the right talent faster, while giving players greater visibility and control over their own careers during what can often be an uncertain time.”

More than 200 professional footballers are expected to attend the PFA pre-season programme each year, with a schedule of friendly fixtures arranged for attendees against opposition including development teams at Fulham, West Bromwich Albion and Queens Park Rangers.

The PFA pre-season programme has helped hundreds of free agents land new deals since its launch in the 2022/23 season. Former Sunderland and AC Milan forward Fabio Borini signed for Salford City after attending the 2025 camp.

Borini said: “What the PFA has done with this initiative is very helpful. It gives players the opportunity to stay fit the best way possible, with the facilities they provided.

“It is also a great opportunity to be seen, which is why Alex [Salford Assistant Manager] and other clubs texted me to say they were interested. I suppose it was the same for other players. If you train at home in your own back garden, no one is going to see you.”

OPN currently works with more than 50 professional clubs across the UK, building Digital Athlete Passports that give players, coaches and clubs a shared picture of development over time.

The company is also extending its technology to younger players through OPN Academy, designed for 12–16 year olds who are already growing up in a data-driven world.

Wildig added: “The Academy is the next step. We want young players to understand their development earlier, stay connected to their clubs, and use technology in a positive way – not as pressure, but as support.”

Giovanni Carnevali Appointed as New Chief Executive Officer and General Manager of the Club

The Board of Directors of Juventus FC has approved the appointment of Giovanni Carnevali as Chief Executive Officer and General Manager of the Club, entrusting him with the overall management of the Company with the objective of further strengthening Juventus’ sporting and industrial project.

One of the most respected executives in the sports industry, Giovanni brings to Juventus a wealth of senior leadership experience. A football professional by vocation and passion, he has dedicated his entire career to the sport, progressively taking on roles of increasing responsibility that have enabled him to develop a comprehensive understanding of the dynamics shaping modern football and its future evolution.

In particular, throughout his career, he has played a pivotal role in the growth and consolidation of U.S. Sassuolo Calcio, which has become a recognised benchmark for sustainability, innovation, talent development, and value creation, both on and off the pitch. As a Board Member of Lega Serie A, he has also contributed to key strategic discussions aimed at the development and advancement of Italian professional football.

“I am proud and honoured to join a Club with such a rich history and strong identity,” said Carnevali. “I would like to thank the Club, the majority shareholder, and John Elkann for the trust they have placed in me. I approach this new challenge with a strong sense of responsibility and with the conviction that, through daily commitment, it is possible to build a sustainable path of growth and a successful future. Together with all areas of the organisation, we will work to ensure that Juventus continues to be a leading force at both national and international level, in full respect of the Club’s heritage and the ambitions of our fans.”

Proposed UK Ban on Unlicensed Gambling Sponsors Could Further Shift Sports Sponsorship Landscape

The UK Government is expected to consult on proposals that would prevent gambling operators without a UK licence from sponsoring British sports teams, a move that could have significant implications for clubs, rights holders and commercial partners across the sports industry.

The proposed measures were announced earlier this year by the Department for Culture, Media and Sport (DCMS), which cited concerns about the growth of unregulated gambling markets and the potential risks posed to consumers. According to the Government, sponsorship agreements involving overseas operators that are not licensed in the UK could increase awareness of platforms that fall outside the country’s regulatory framework.

While the consultation has yet to begin, the discussion comes amid broader scrutiny of sponsorship relationships within sport. Existing Premier League clubs have already committed to removing gambling brands from the front of match shirts at the conclusion of the 2025-26 season, although betting companies will still be permitted to activate through sleeve sponsorships, training wear and other partnership categories.

If introduced, the new rules would go beyond the existing voluntary agreement by restricting sponsorship opportunities for operators that do not hold a UK licence, potentially reducing the number of available commercial partners for clubs.

The debate also extends beyond gambling. The UK’s Financial Conduct Authority (FCA) recently wrote to football clubs across the country highlighting concerns around partnerships with unauthorised financial services and crypto-related businesses. The regulator said it had observed an increase in relationships involving firms that may not be authorised to operate within the UK and reminded clubs of their responsibility to undertake appropriate due diligence before entering sponsorship agreements.

The Premier League has become an increasingly attractive platform for cryptocurrency companies in recent years. Several clubs have secured sponsorship deals with international crypto brands as they seek to diversify commercial revenues, particularly ahead of the front-of-shirt betting sponsorship ban.

Industry observers believe the changing sponsorship environment could reshape the market value of key commercial assets. Betting companies have historically paid a premium for shirt-front exposure, and some clubs are now exploring opportunities with brands from sectors including technology, artificial intelligence, financial services and healthcare.

Recent examples include new partnerships involving AI infrastructure providers, recruitment platforms and financial services companies, highlighting a broader diversification of the sponsorship landscape. Reports also suggest that additional financial services brands are evaluating opportunities within top-flight football as clubs seek long-term replacement partners.

Despite the forthcoming shirt-front restrictions, gambling companies are expected to remain active within the sport through alternative sponsorship inventory, ensuring the sector continues to maintain a presence across the Premier League and wider football ecosystem.

For clubs currently partnered with unlicensed operators, attention will likely turn to the outcome of the Government consultation and the contractual protections available should regulatory changes affect existing agreements. Many sponsorship contracts contain provisions addressing changes in law, alternative rights packages and financial adjustments in circumstances where originally agreed assets can no longer be delivered.

ATP & EQT Announce Global Partnership Through 2030

The ATP has signed a multi-year partnership with leading global investment organisation EQT, which will be the first official private markets partner of the ATP Tour through 2030.

EQT is the world’s largest private markets firm outside the U.S., investing across private equity, infrastructure and real estate with a focus on active ownership and long-term value creation.

This represents EQT’s first global sports sponsorship at a pivotal time in the firm’s growth. As EQT adds new strategies and products, enters new markets, and broadens access to private markets, building global brand recognition is becoming increasingly critical. This partnership provides access to a global platform across major markets with a broad, high-value audience.

The partnership with the ATP coincides with EQT’s global brand relaunch, “Better Never Ends”, linking its belief in continuous improvement with the pursuit of progress at the heart of professional tennis.


The agreement supports the ATP’s strategy to build deeper, multi-market partnerships that drive growth and deliver value across the Tour. A dedicated activation programme will create opportunities for players to participate in partner-led moments, while integrating some of the sport’s leading athletes into EQT’s brand campaigns.

As a Platinum Partner, EQT will activate across ATP Masters 1000, ATP 500 and ATP 250 tournaments throughout the season, connecting with a global audience of more than one billion fans. The partnership includes prominent brand visibility, alongside access to premium hospitality and stakeholder engagement opportunities across key international markets.

Andrea Gaudenzi, Per FranzenAndrea Gaudenzi, ATP Chairman, and Per Franzen, EQT’s Managing Partner & CEO. Credit: EQT.

Andrea Gaudenzi, ATP Chairman, said: “The scale of this partnership and its global footprint reflect EQT’s commitment to the ATP Tour. It’s an exciting moment for both organisations and another step in our focus on working with brands that share our values and are invested in the long-term future of tennis. EQT is a natural fit, with a shared emphasis on long-term performance, active growth and sustainable value creation for players, fans and commercial partners.”

Per Franzen, EQT’s Managing Partner & CEO, said: “An ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity. As the largest private markets firm outside the U.S., EQT has both the scale and responsibility to help make that a reality.

“That is why we decided to partner with the ATP, which has the right platform to build EQT’s brand recognition among our target audiences around the world. We are proud to partner with an organization that, like EQT, is defined by long-term thinking, high performance, and a truly global ambition.”

The announcement builds on a period of record sponsorship growth for the ATP, underlining the strength of the Tour as a premium platform for brand visibility, business engagement and international expansion.