STF Asia Leadership Dialogue Strengthens Industry Position

The fourth edition of the STF Asia Leadership Dialogue returned to the iconic Padang Ballroom of the Singapore Cricket Club recently. The private forum gathered 80-plus decision-makers, reinforcing Singapore’s position as the regional hub to serve Sport across Asia.  The unique event format, explained by Singapore-based host, Unmish Parthasarathi, is “designed to encourage leaders to come together, learn from each other, and collaborate for a better future”.  

The STF Asia program featured eight panels on finance, festivalisation, events, host broadcast, data analytics, digital commerce, piracy and agency world. The speaker line up leaders from blue-chips such as Aries, Centre Court Capital, AMI Capital, Tennis Australia, World Table Tennis, TEAM Marketing AG, Octagon, Infront, Dentsu, Singapore Olympic Council, Populous Asia, YouTube, EMTEK Vidio, Astro, Qvest, Creative Technology, NEP, Pixellot, Friend MTS, and INTERPOL. 

Launched in 2023, STF Asia event series is a curated setting for industry leaders to exchange ideas and build partnerships to engage the three billion fans in the region. The diversity and calibre of participants underscored the growing importance of cross-sector dialogue to navigate the rapidly evolving sports landscape. All conversation were under Chatham House Rules, a unique feature to foster open conversations that sought to convert the challenges of today into the opportunities of tomorrow. 

Past speakers have included c-suite executives and board members of the Professional Triathletes Organisation (an inaugural event partner), the NBA, International Cricket Council (ICC), ONE Championship, Aurora Media Group, Saudi Pro League, CVC Capital Partners, Elysian Park, A&W Capital, XV Capital, Sport Investment Partners, FanCode, Dream 11, Netflix, Amazon Prime Video, beIN Sports, J-COM, Tabcorp, Venezia FC, Miller Insurance, Elevate, Dolby Laboratories,  Microsoft, Amagi, Magnify, WSC Sport, Quidich Innovation Labs, Visa, Standard Chartered, Unilever, NIUM, Rooter.gg, Mighty Bear Games, Global Esports Federation, Sport SG and Singapore Tourism. 

About Picture Board Partners: Is a Singapore-based strategy & communications practice dedicated to growing the G.E.M.S (Gaming, Education, Media & Sport) sectors of Asia. Its client roster includes listed multinationals, institutional investors, enterprise technology majors, sports federations & leagues, content publishers, media platforms, event promoters, industry conferences, business schools & universities, not-for-profits and tourism related organisations. The STF Asia Leadership Dialogue event format is a wholly owned property of Picture Board Partners. 


For Event & Media Enquiries, contact via unmish@pictureboard.asia and +65.8198.9228

Nielsen’s Jon Stainer On How The 2026 FIFA World Cup Is Driving Growth Across Soccer, Women’s Sports And Fan Engagement

Ahead of the 2026 FIFA World Cup, a new report by Nielsen and FIFA, Get Ready with Media Intelligence: 2026 FIFA World Cup Edition, offers a detailed look at viewership trends, fan engagement patterns, and the local market impact of football in the United States. The report highlights how soccer is no longer just an emerging property in the US, but a mainstream commercial force driven by digital consumption, streaming innovation, and growing fan communities. In this interview, iSportConnect’s Taruka Srivastav spoke with Nielsen Sports Global GM Jon Stainer what the data reveals about the evolution of fandom, brand opportunities around the World Cup, measurement challenges in a fragmented media landscape, and the long-term commercial future of soccer and sports in the US.

Nielsen’s latest report shows US viewers spent nearly 80 billion minutes watching soccer in 2025. What does this tell us about soccer’s commercial maturity in the US, and are we finally seeing the sport move from a growth market to a mainstream media property?

The 80 billion minutes proves that soccer is no longer just a growth sport in the US — it has fundamentally arrived. There are now 62 million soccer fans in the country, making the United States the fourth-largest soccer fandom market globally, according to Nielsen Fan Insights, a global study tracking sports interest and engagement. Traditional broadcasters such as NBC and Peacock have been investing in soccer consistently over the last 10 to 15 years, while Apple has made a major commitment to Major League Soccer through its streaming deal. More recently, Netflix signed rights for the FIFA Women’s World Cup 2027 in the US and Canada, further demonstrating how soccer is becoming an increasingly mainstream pillar of the American consumer’s media diet.

With one-third of the general US population expecting their interest in soccer to increase over the next 18 months, how should brands rethink their investment strategies ahead of the World Cup to maximise long-term fan engagement?

Brands should think of soccer as an always-on opportunity rather than a short-term burst around a major event. Success lies in embedding themselves within the culture of soccer and its fan communities. Pepsi is an example of a brand that has executed this effectively, both in the US and globally, across men’s and women’s soccer. Another key opportunity lies in investing beyond live matches, including ancillary content such as creator-led programming, podcasts, and behind-the-scenes storytelling. Soccer should not be approached simply as a 30-second advertising buy, but as an ecosystem and culture that brands can authentically participate in.

Your data highlights that soccer fans are highly engaged across social media, podcasts and second screens. How is the definition of sports fandom evolving, and what does this mean for rights holders and sponsors trying to measure ROI?

Fandom is now a continuous omni-channel experience rather than something defined only by attending live events or watching television. Fans increasingly engage with sport while second-screening during matches, following social conversations, consuming highlights, and listening to podcasts. For rights holders and sponsors, the challenge is no longer just measuring viewership, but understanding where content appears, who is consuming it, and how integrations influence brand outcomes. Modern measurement must account for this broader behavioural ecosystem.

What are the biggest measurement challenges facing the sports industry today and how is Nielsen adapting?

The most significant challenge is building a forensic understanding of audiences and accurately deduplicating them. Fans now move fluidly across platforms — watching part of a game on linear television, streaming on mobile devices, and later consuming highlights on YouTube or social media. Nielsen is responding by unifying linear and digital measurement capabilities, combining large-scale big data from streaming platforms and set-top boxes with traditional person-level panel data to provide a more holistic view of the modern sports fan.

Beyond the World Cup, which sports or leagues do you believe are best positioned to benefit from the momentum soccer is creating in the US?

The immediate beneficiaries are likely to be organisations already operating within the soccer ecosystem, particularly Major League Soccer and the United Soccer League. Women’s sports also have a significant opportunity to benefit from this momentum, especially the National Women’s Soccer League. Soccer fanbases in the US are especially attractive commercially because they are young, culturally diverse, digitally native, and affluent — characteristics that align strongly with long-term sponsor priorities.

Looking ahead, what do you think will define success for sports organisations in the next five years?

Success will be defined by audience understanding. Audience scale is now table stakes; the real differentiator lies in understanding how those audiences engage, their level of avidity, and how they consume content across different channels. Organisations that successfully combine first-party data with robust measurement insights will be best positioned to unlock commercial growth and long-term value across the sports ecosystem.

A test run is being done during the IPL by Nielsen in an initiative called Nielsen One Ads. Is that true?

We are currently doing work directly on the IPL, particularly around Jio, with insights expected to emerge following the conclusion of the tournament. India also plays a critical strategic role for the company as a major engineering and analytics hub, primarily based out of Bengaluru. This team is helping drive advancements in AI, measurement systems, and analytics products across Nielsen’s global business, including its sports vertical.

TKO Group Holdings, Inc. Inks Deal With Arizona Sports & Events Alliance

TKO Group Holdings, Inc. (NYSE: TKO), together with the Arizona Sports & Events Alliance has announced a multi-year agreement that will stage a series of premier UFC, WWE, PBR, and Zuffa Boxing events in Arizona.

The seven-event agreement will span three years and feature some of TKO’s most high-profile live events, creating new opportunities for fans to experience UFC, WWE, PBR, and Zuffa Boxing events in one of the country’s leading sports and entertainment markets.

“We’re excited to build this long-term partnership with the Arizona Sports & Events Alliance to bring some of our biggest events to the state,” said Peter Dropick, Executive Vice President, Event Development and Operations for TKO. “We look forward to creating unforgettable moments for fans across the region over the next three years.”

“Arizona has proven time and again that we are built to host the biggest moments in sports and entertainment, and we are proud to join forces with TKO on this multi-year partnership,” said Jay Parry, President & CEO of the Arizona Sports & Events Alliance. “This partnership reflects the momentum and innovative spirit of our community, and the dedication to creating high-impact experiences that drive tourism, economic impact and global visibility for our state.”

Additional details, including event-specific information, dates, and ticket information will be shared at a later date.

TKO’s agreement with the Arizona Sports & Events Alliance is one of a growing number of partnerships between TKO and government and private partners in communities around the world that are eager to host TKO’s marquee live events. Through these partnerships, TKO is reaching more fans in more markets, delivering memorable experiences while generating meaningful economic and cultural impact for host communities.

WHOOP Named Official Health and Fitness Wearable of the Boston Red Sox

WHOOP, the human performance company, headquartered in Boston’s Fenway neighborhood has announced a multi-year partnership with the Boston Red Sox, becoming the Official Health and Fitness Wearable of the organization.

Headquartered in Boston’s Fenway neighborhood just steps from Fenway Park, WHOOP and the Red Sox share a deep-rooted connection to the city and a commitment to performing at the highest level. Through this partnership, WHOOP will bring its industry-leading wearable technology and advanced performance insights into the Red Sox organization.

“We are excited to welcome WHOOP as the Official Health and Fitness Wearable of the Boston Red Sox,” said Troup Parkinson, EVP, Chief Marketing and Partnerships Officer, Boston Red Sox. “As two organizations rooted in the Fenway neighborhood, this partnership is a natural fit built on a shared commitment to performance and innovation. From in-ballpark presence to support of the Red Sox Foundation, we look forward to bringing this partnership to life in meaningful ways for our fans across Fenway Park and throughout the community.”

“Partnering with the Boston Red Sox brings together two organizations with a shared commitment to excellence and a longstanding connection to Boston,” said Briain Curtin, VP of Global Marketing, WHOOP. “We’re proud to deepen that connection through this partnership and to engage Red Sox fans in new ways, bringing them closer to the team and creating unique experiences around the game.”

The multi-year agreement spans the 2026 through 2028 Major League Baseball seasons and establishes WHOOP as the exclusive wearable health technology partner of the Boston Red Sox. This partnership follows similar collaborations that WHOOP announced with PSG and Ferrari. As part of the partnership, WHOOP will receive prominent in-ballpark visibility at Fenway Park, including on-field signage along the first and third baselines and LED outfield displays featured during every home game.

Fan engagement will also serve as a central component of the partnership, highlighted by WHOOP as the presenting sponsor of the Red Sox Foundation’s 50/50 Raffle program. The collaboration will support the Foundation’s community initiatives while expanding the presence of WHOOP across key fan touchpoints, including in-stadium, digital, and social platforms.

Together, WHOOP and the Boston Red Sox aim to deepen the connection between performance and fandom, bringing fans closer to the game through data, insight, and shared passion for excellence.

The Social-First Sports Revolution: How Data-Driven Ecosystems are Redefining Commercial Value

With the 2026 FIFA World Cup projected to draw an unprecedented 5 billion global viewers and generate $10.9 billion in revenue, the sports media landscape has fundamentally pivoted from linear broadcasting to data-driven digital partnerships.1 The designation of Tik-Tok as the first-ever “Preferred Platform” for the FIFA World Cup 2026 is a significant moment. With 85% of global fans now using TikTok as a second-screen experience, a new fan archetype is emerging.2 This audience treats short-form content as their primary source of engagement, actively preferring a continuous cycle of clips and reactions over passively watching a full broadcast. 

This one-of-a-kind partnership did not materialize overnight. It matured from smaller, iterative developments over the years, building on early creator integrations and the groundbreaking test-run during FIFA Women’s World Cup 2023, which generated over 38.2 billion views.3 Getting to this point involves an ongoing evolution from traditional broadcasting to a highly interactive environment based on fan-generated content, which now drives nearly as much engagement as official league accounts. Based on where a sports organization currently sits on the digital maturity curve, adapting to this shift requires strategic action. Organizations in the early stages must first assess their baseline capabilities and invest in unifying fragmented data silos, while more mature organizations can focus on deploying real-time behavioral tracking to orchestrate these complex yet highly personalized commercial partnerships.

In this ecosystem, advanced fan analytics serves as the ultimate competitive advantage. Rather than relying on traditional broadcast metrics, rights holders and brands now harness behavioral data, such as watch time, share velocity and creator interactions. Unifying scattered touchpoints (social engagement, CRM and ticketing) into a single fan profile allows organizations to transition from guessing what fans want to deterministically predicting fan lifetime value (Fan LTV). Because 90% of users take at least one off-platform action after viewing sports content on TikTok, capturing and monetizing this data is critical to converting viral attention into sustained revenue.2 

Impact on Rights Holders: Media Analytics and Commercial Valuation

For sports organizations, this data-driven partnership fundamentally alters media analytics and commercial valuation. The 2026 World Cup is projected to be the most lucrative in history, generating $11 billion in total revenue.4 To justify these unprecedented figures sports organizations must prove to broadcasters that they are delivering a highly engaged, transactable audience. 

Media analytics provides this empirical evidence. For instance, data shows that fans are 42% more likely to tune into live matches after watching sports content on TikTok.5 This directly links social media discovery to linear and streaming viewership. Furthermore, a recent survey of sports media executives revealed that 81% have expanded their use of AI and data analytics in the past year. They anticipate that by 2030, owned apps and social media platforms will completely overtake websites as primary digital fan engagement channels.6 

To capitalize on this, TikTok’s “Gameplan” suite provides a dedicated analytics dashboard that converts massive reach into specific business outcomes, embedding anchor links that drive fans directly to ticketing and scheduling hubs.7 During a recent trial at the FIFA World Cup, broadcaster DAZN used these exact conversion tools to increase its TikTok followers by nearly 200% and successfully drive over 500,000 fans to its own streaming platform.8 Armed with this level of deterministic fan data, rights holders can confidently negotiate premium media rights packages.

Impact on Brands and Sponsors: Sponsorship and Marketing Analytics 

The FIFA-TikTok partnership equally revolutionizes how brands monetize their investments. World Cup marketing and sponsorship revenues are expected to exceed a record $2.5 billion in 2026.9 Consequently, brands are aggressively moving away from legacy strategies focused on passive reach toward active, measurable engagement. 

This shift is driven by the modern fan’s desire for participation. According to recent consumer data, 74% of Gen Z fans feel more connected to brands when they can create content for them.10 By utilizing creator-led digital integrations rather than traditional logos, brands are seeing higher digital activation ROIs. However, while 70% of sponsors now demand more digital content, over one-third still struggle to find authentic ways to connect with sports audiences.6 

This is where advanced marketing and sponsorship analytics become vital. Since roughly 50% of marketing impact takes six months or more to materialize into actual revenue, brands cannot rely solely on immediate sales data.11 Instead, they must employ unified measurement frameworks that combine multi-touch attribution with marketing mix modeling. By tracking leading indicators such as early merchandise sales velocity, CRM activity, direct messages and social share velocity, sponsors can accurately project campaign trajectories before the full revenue cycle completes. Advanced analytics platforms seamlessly stitch these fragmented digital touchpoints together, empowering brands to quantify brand lift, measure emotional engagement and directly attribute long-term revenue to their overall digital sponsorship investments. 

Strategic Recommendations

  • Leverage Fan LTV for Negotiations: Utilize comprehensive fan data to project fan lifetime value, empowering rights holders to negotiate premium deals with both media platforms and sponsors. 
  • Prioritize Measurable Impact over Visibility: Increase focus on measurable relevance by leveraging multi-touch attribution to track leading indicators such as social shares and CRM activity, connecting top-of-funnel engagement to long-term sales conversions.
  • Hyper-Personalization via Analytics: Utilize advanced fan data platforms to seamlessly unify disparate CRM, ticketing and social data to enable the hyper-personalization of merchandise and ticket offers.

About EXL: EXL has been partnering with major sports organizations across the globe to navigate issues surrounding data management, viewership, subscriptions and fan engagement to achieve business goals and to strategize for the future. EXL works extensively with these organizations to derive data-driven insights, identify opportunities for growth and deliver end-to-end improvements. To learn more about how EXL can support your organization, please get in touch with us at Sports.Analytics@exlservice.com.

Contributors:

Anuroop Talwar                                                                                     

Head AI & Analytics – Sports Media Entertainment & Credit Cards

Anuroop.Talwar@exlservice.com                                                      

Ayush Garg 

Senior Engagement Manager – Sports Analytics

Ayush.Garg1@exlservice.com

Pulkita Vaish                                                                                           

Project Manager – Sports Analytics                                   

Pulkita.Vaish@exlservice.com     

References

[1] The 2026 FIFA World Cup will be the most lucrative in history, with revenues expected to exceed US$ 10.9 billion – Sports Value

[2] TikTok Launches Immersive Hub For Sponsored Sports Content 01/06/2026

[3] TikTok, FIFA strike creator-driven content partnership for Women’s World Cup | Marketing Dive

[4] Infantino: 2026 World Cup to generate $11bn for FIFA, $30bn boost to U.S. economy – Businessday NG

[5] FIFA

[6] 2026 Sports Fan Engagement, Monetisation & AI Trends Survey – Stats Perform

[7] TikTok Launches GamePlan To Help Sports Teams Drive Ticket Sales

[8] TikTok Formalises ‘GamePlan’ Suite to Drive Global Sports Commercial Conversion – Ministry of Sport

[9] The 2026 FIFA World Cup: A Strategic Moment For Brands

[10] Why Fan Video Contests Will Dominate Sports Sponsorship in 2026

[11] Sports Marketing in 2026: Strategy, Campaigns, Trends and What Actually Works — Porter Wills

Bruin Capital Inks Strategic Alliance With Matchroom Holdings

Bruin Capital has agreed to take a minority equity interest in Matchroom Holdings Ltd, forming a landmark strategic alliance between one of the world’s largest independent sports media and promotional businesses with the leading specialist in scaling sports businesses worldwide, it was announced today.

The Hearn family will retain majority ownership and continue to oversee the business, with Eddie Hearn serving as Group Chairman and Barry Hearn as Founder and President. Financial terms were not disclosed. Bruin will join Matchroom’s board of directors.

Bruin’s investment comes as global demand for premium live sports content, rights, and events businesses continues to accelerate. The partnership is expected to support Matchroom’s next phase of growth, particularly in the United States, where the company has begun expanding its presence. 

Over the last four decades, Matchroom has grown into one of the largest independent sports promotion and rights businesses in the world, operating across darts, boxing, snooker, and other sports, with events distributed globally through broadcast and streaming partnerships.

Its portfolio includes the Professional Darts Corporation, Matchroom Boxing, the World Snooker Tour,Matchroom Multi-Sport, and Matchroom Media, with more than 600 event days and 2,400 hours of programming distributed annually across broadcast and streaming platforms worldwide. Matchroom also represents some of the biggest names in boxing and darts, including Anthony Joshua, Katie Taylor, Jaron “Boots” Ennis, Jesse “Bam” Rodriguez, and Luke Littler.

Led by George Pyne, the firm’s founder and CEO, Bruin has built a reputation for identifying and scaling founder-led sports platforms with valuable intellectual property, international audiences, and significant growth potential across media, events, technology, and fan engagement.

Currently, the Bruin portfolio includes nine platforms with global operations of  more than 100 offices in 21 countries. Its latest alliance with Matchroom is emblematic of its strategy to back category-defining platforms positioned to expand globally and capitalize on the increasing demand for premium live sports content and experiences. 

The collaboration is founded on mutual entrepreneurial principles and features strengths that complement each other exceptionally well. Matchroom has built a global, multi-sport live-events and sports rights platform, while Bruin brings experience scaling sports, media, and entertainment businesses.

Together, the companies intend to expand Matchroom’s capabilities across digital distribution, data, and direct-to-consumer engagement as the sports media landscape continues to evolve.

Pyne said: “Barry, Eddie, and the Matchroom team have built one of the most important independent sports businesses in the world. Matchroom sits at the intersection of live events, global media rights, and premium sports intellectual property, and we see significant opportunities ahead, particularly in the United States.”

Barry Hearn said: “We have built this business over more than forty years by staying independent and focused on execution. In Bruin, we found a partner that understands how to grow sports businesses at scale and can help us take the next step without changing how we operate.”

Eddie Hearn said: “The opportunity for Matchroom in the United States and globally continues to grow. This partnership with Bruin gives us the ability to accelerate that expansion and build on the platform we have created.”

Golden State Valkyries And Warriors Name Harvey As The Official Legal AI Partner

Harvey, the leading AI platform for legal and professional services, today announced a multi-year partnership with the Golden State Valkyries and Golden State Warriors, naming Harvey the Official Legal AI Partner across both teams.

The partnership brings together Harvey and one of the most forward-thinking organizations in professional sports. Both teams represent excellence, leadership, and deep roots in the Bay Area. As part of the partnership, the teams’ in-house legal teams will adopt Harvey to support legal workflows and operations.

Founded in San Francisco, Harvey’s presence in the Bay Area runs deep. As the company’s first office, San Francisco has played a central role in Harvey’s growth. This partnership underscores Harvey’s long-term commitment to the region while creating opportunities to build meaningful connections with the teams, their fans, and the wider community.

Through the partnership, Harvey will have a prominent presence across Chase Center throughout the seasons, including in-arena signage, broadcast-visible branding, and integrated game night experiences. The collaboration will also create opportunities for Harvey to engage customers and partners through curated events and experiences in San Francisco.

SportAccord Convention Confirmed For Baku, 9-13 May 2027

SportAccord has confirmed that the SportAccord Convention will take place in Baku, Azerbaijan, from 9-13 May 2027. Following the postponement of the 2026 edition, SportAccord and its partners in Azerbaijan have worked closely together to secure dates that will deliver the best possible experience for all participants.


Baku, recently named World Capital of Sport, will provide an exceptional setting for what promises to be one of the most anticipated editions of the Convention in recent years, bringing together leaders from the International Olympic Committee, International Federations, host cities, rights holders, and the wider sports industry.

SportAccord President Prof. Dr. Uğur Erdener said: “Baku holds a special significance for me, and I have no doubt it will deliver an extraordinary edition of our Convention. The commitment shown by our Azerbaijani partners throughout this process has been exceptional. This edition will also mark an important moment for SportAccord itself, as we continue to evolve our vision for what this Convention can and should be for the global sports movement.”

Azerbaijan’s Minister of Youth and Sports, H.E. Farid Gayibov said: “Baku is ready. As World Capital of Sport, the city looks forward to welcoming the global sports community and delivering a Convention that reflects our ambition and our enduring partnership with SportAccord. We are confident that 9-13 May 2027 will mark a defining moment for the future of international sport.”

Aramco Named Official Global Supporter of AFC Asian Cup Saudi Arabia 2027

The Asian Football Confederation (AFC) have announced Aramco, one of the world’s leading integrated energy and chemicals companies, as an Official Global Supporter of the AFC Asian Cup Saudi Arabia 2027™, marking a landmark moment in the history of Asian football’s flagship national team competition.

Under the terms of the agreement, the host venue in Al Khobar will be officially designated as Aramco Stadium, marking a commercial first for the AFC. The inclusion of naming rights marks a milestone for the AFC’s partnership model and signals a shift toward deeper integration, aligning the Confederation’s commercial strategy with global industry standards.


This partnership reflects the AFC’s ambition to deliver the most commercially innovative AFC Asian Cup™ to date, as the tournament returns to the Middle East for one of the most anticipated editions in its history. With the Kingdom set to provide the backdrop for the first time, the AFC Asian Cup Saudi Arabia 2027™ is poised to be a transformative moment for football across the Continent.

Datuk Seri Windsor John, the AFC General Secretary, said: “The AFC is delighted to welcome Aramco as we enter a new era of commercial innovation. By integrating naming rights for the first time, we are creating a more immersive platform for our partners whilst providing our passionate fans with an unparalleled match-day experience. We look forward to working together with Aramco to showcase the very best of Asian football to a global audience.”

Khalid A. Al Zamil, Senior Vice President of Corporate Communications, Aramco, said: “This is another proud milestone for Aramco. As one of the world’s leading energy and chemicals companies, we are proud to support the AFC Asian Cup Saudi Arabia 2027™, a tournament that will inspire fans across the Kingdom and Asia. Aramco is committed to powering communities and we are looking forward to welcoming fans to Aramco Stadium, a world-class venue that celebrates sport, culture and community.”

Patrick Murphy, Chief Executive Officer of Asia Football Group, said: “We are proud to welcome Aramco as an Official Global Supporter of the AFC Asian Cup Saudi Arabia 2027™. The inclusion of stadium naming rights as part of this partnership is a first for the AFC, and a reflection of the scale of ambition that both organisations bring to this tournament. We look forward to working alongside Aramco to deliver an extraordinary experience for fans across Asia and beyond.”

EA SPORTS FC Inks Multi-Year Partnership with the Brazilian Football Confederation

Electronic Arts Inc. (NASDAQ: EA) and the Brazilian Football Confederation (CBF) have announced a new multi-year licensing and marketing partnership, bringing one of the world’s most iconic football institutions closer to fans through EA SPORTS FC™. Through this collaboration, EA SPORTS FC and CBF will deliver authentic and immersive football experiences, including in-game content across EA SPORTS FC 26 and EA SPORTS FC Mobile, further connecting players to Brazilian football both on and off the pitch.

The announcement was made during Gamescom Latam 2026, reinforcing EA SPORTS FC’s continued commitment to growing football culture and community across Latin America.

Brazil has long been at the heart of global football culture, and this agreement reflects a shared vision to celebrate its legacy while creating new opportunities to engage the next generation of fans.

“Brazil is one of the most passionate and influential football communities in the world,” said Jeff Sharma, VP Brand, EA SPORTS FC. “Partnering with the CBF and bringing the Seleção back in game is truly a monumental moment for our players and for FC. This will allow us to deepen our commitment to players in Brazil and across the world, while continuing to deliver authentic experiences that reflect the unique culture, passion, and talent of Brazilian football.”

The agreement includes licensing rights and joint marketing initiatives, enabling EA SPORTS FC and CBF to collaborate on storytelling, fan engagement, and new experiences.

“This partnership with EA SPORTS represents an important step in expanding how fans connect with Brazilian football,” said Samir Xaud, president at CBF. “Together, we will create new ways to celebrate our National Team, our players, and our legacy with millions of fans around the world.”