AFF to fly with Air Asia

The ASEAN Football Federation (AFF) has named Asia’s preeminent brand, AirAsia, as the exclusive Official Travel Partner of the AFF’s four major national team and club events – the ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™ and the ASEAN U-23 Championship™, collectively branded as ASEAN United FC. The partnership was concluded by leading global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner.

For over 20 years, AirAsia has been at the forefront of driving connectivity and championing the ASEAN region. As a leading Asean brand, AirAsia continues to prioritise inclusivity, accessibility and community engagement. Through its partnership with the four ASEAN United FC events, AirAsia aims to strengthen its role as a unifying force across the region and beyond, fostering a deeper connection with football fans and the sporting community. This collaboration reflects the brand’s commitment to supporting the development of regional talents and aspiring athletes, showcasing Asean’s rich potential on and off the field. By empowering local communities and promoting shared values of teamwork and perseverance, AirAsia reaffirms its dedication to the region it calls home.      

Rudy Khaw, Chief Executive Officer of AirAsia brand co. (Abc.), said: “At AirAsia, we believe in the power of sport to unite and inspire, just as we have spent over two decades connecting people and cultures across Asean. As a brand built for and by Asean, we are thrilled to join forces with ASEAN United FC to celebrate the region’s unique talents and shared passion for football. With Abc. driving the evolution of the AirAsia brand, we look forward to strengthening connections across Asean and inspiring future generations to dream bigger, reach further, and achieve greatness together. Just like our mantra, Dare to Dream!”

Major General Khiev Sameth, President, AFF, said: “We are delighted to add another distinct homegrown Asean company – AirAsia, to our family of dynamic partners.  AirAsia has been a tremendous advocate of Asean’s unity, strength and prosperity, and we are proud to now have them on our team as a champion of Asean football.  Our partnership is founded on our shared belief in Asean football’s unifying force and its potential to achieve excellence at every level.  We look forward to partnering with AirAsia and the Asean football community to elevate the game across the region even further.”

Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE said: “As a brand that is that is synonymous with Asean, AirAsia’s partnership with Asean football through its four leading events –is a perfect alignment. There is no better way to build meaningful relationships with Asean consumers than through the only sport which transcends borders and unites them, and the competitions which ignite their passion and strongly appeal to their national pride.  With the rise of Asean football on pace with Southeast Asia’s emergence as one of the world’s fastest growing consumer and travel markets, the ASEAN United FC platform and Asean football fans will undoubtedly support AirAsia’s goal to continue strengthening its dominance in the region.”

IMG renews partnership with NHL to manage social media strategy

IMG has renewed its partnership with the National Hockey League (NHL) to manage its international social media strategy.

The extended agreement will see IMG continue to manage and deliver end-to-end content production, publishing and reporting for the NHL’s 28 international social media channels across eight markets. These include dedicated channels for audiences in Australia, Czech Republic, Germany, Finland, Mexico, Sweden and Switzerland, as well as the NHL’s pan-European Instagram and TikTok channels.

IMG has partnered with the NHL on its international social media strategy since 2019. It recently led the social media production for the 2024 NHL Global Series games in Munich, Prague, and Tampere, delivering on-site digital content capture in five languages and partnering with broadcasters, commercial partners, and hockey organisations across Europe and North America.

Earlier this year, IMG oversaw the launch of four new channels across Instagram and WhatsApp (@NHLDE, @NHLSchweiz, @NHLSuomi, @NHLCesko), growing the League’s social media footprint across international markets and engaging more fans around the world. IMG also serves as an advisor on the NHL’s international media rights deals – outside North America and Nordic territories – and broadcasts live coverage of the League to international aircrafts and cruise ships via Sport 24.

“Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans,” said Jaka Lednik, NHL Senior Vice President, International. “Being able to speak to these fans in their local language with relevant storylines, while taking into account local cultures, is a priority. We are once again putting our trust in IMG to help us design and execute our social media strategy in Europe.”

Lewis Wiltshire, SVP and Managing Director, Digital at IMG said: “The success of the NHL Global Series shows the power of fan engagement and digital to drive international growth. We’re pleased to extend our relationship with the NHL to help the League build an even deeper relationship with its international fans across Europe and beyond.”

IMG’s team of digital experts work with some of the biggest names in sport, including the NFL, Saudi Pro League, England Netball, Rugby League Commercial, Premiership Women’s Rugby and The R&A to help them reach new audiences, grow deeper relationships with fans and build sustainable commercial models. Its end-to-end digital services include digital content creation, technology optimization and commercial guidance on how to unlock new digital revenue streams.

British Gymnastics inks three-year partnership with FB Curves

British Gymnastics has announced a new three-year partnership with FB Curves, who specialise in cutting-edge applications that provide computer-generated imagery of skills from the Code of Points for Men’s, Women’s, and Trampoline Gymnastics. Their tools also include resources like ‘Deduction Videos’, which offer valuable practice for judges.

This collaboration is set to significantly enhance the learning and development initiatives within British Gymnastics, providing modern and effective tools for coaches, judges, and educators.

Nick Horswell, Commercial Director at British Gymnastics commented on the new partnership, “We’re delighted to be partnering with FB Curves. Their products and their knowledge will be a valuable and important resource for British Gymnastics. We thank them for their support and look forward to a successful partnership together.”

Katie Richards, Head of Learning Design & Research at British Gymnastics, added, “We are excited to be entering into this partnership with FB Curves. There are endless possibilities regarding the use of these applications in both our coach and judge learning and development programmes, and I know members of our Educator Workforce will be eager to try it out in their delivery. This partnership supports our Learning and Development Strategic Plan where we committed to using more modern and contemporary methods to enhance our learning opportunities, increase the confidence and capabilities of our workforce and provide uplifting experiences for all.”

FB Curves Director and CEO, Kris Horrigan, echoed this excitement, “We are very excited to partner with British Gymnastics. The Learning & Development team has put a lot of effort into increasing opportunities for their members, and their vision and drive have shown in recent results. With the inclusion of the 3D Gym programmes, we hope to strengthen this. With our goal to improve education, visualisation, skill analysis, and continued development opportunities at all levels within our sport, we feel together we can enhance learner experiences for the members. For gymnasts, coaches, and judges, we hope that the introduction of the 3D Gym programmes will help all British Gymnastics members excel in their development and help them reach their personal objectives.”

AFF awards streaming rights to Leisu Sports in China

The global sports marketing agency SPORTFIVE, the ASEAN Football Federation’s (AFF) exclusive commercial partner has awarded Leisu Sports streaming rights for the two major AFF national team and club events – the ASEAN Mitsubishi Electric Cup™ 2024 and the ASEAN Club Championship Shopee Cup™, in China.

Through this collaboration, SPORTFIVE and Leisu Sports, a leading sports streaming platform in China aim to bring premium ASEAN football programming to the Chinese market while extending the reach of the ASEAN Mitsubishi Electric Cup™ 2024 and the ASEAN Club Championship Shopee Cup™ beyond Southeast Asia.

Jerry Wang, Managing Director of SPORTFIVE Greater China, said: “Through our partnership with Leisu Sports, football fans in China will be able to follow all the action and excitement from ASEAN’s top two competitions.  We look forward to working with Leisu Sports to deliver quality, engaging ASEAN football content from the ASEAN Mitsubishi Electric Cup™ 2024 and the ASEAN Club Championship Shopee Cup™ including real-time match data and in-depth statistical analysis during live streams to their growing China-based audience.”

Programming for the ASEAN Mitsubishi Electric Cup™ 2024 and the ASEAN Club Championship Shopee Cup™ matches will be available on www.leisu.com and the Leisu Sports app.

The ASEAN Mitsubishi Electric Cup™ is the region’s leading football event and will be returning for its 15th edition this year, with Thailand looking to successfully defend the title won in 2022 with a 3-2 aggregate win over Vietnam in the final.  The month-long tournament kicks-off on December 8th.

The inaugural ASEAN Club Championship Shopee Cup™ kicked-off on August 21st this year with 12 of the leading clubs from around Southeast Asia drawn to face one another in the first official competition of its kind in the region.

Portugal replaces Nike with Puma as kit partner

PUMA has signed a long-term agreement with the Portuguese Football Federation (FPF), one of the world’s most popular national teams. Starting in 2025, PUMA will equip all male, female and youth teams as well as the federation’s futsal, beach football and E-Sports teams.

Portugal, the 2016 European Champions and 2018/19 Nations League Winners, are known for their captivating style of play, which has earned them many fans all over the world and the largest number of followers on social media of any national football federation worldwide.

“Signing a top-tier national team was one of our priorities in football and I am very excited to welcome a team as popular as Portugal to the PUMA Family,” said Arne Freundt, PUMA CEO. “Given the large number of fans all over the world and the great potential of the next generation of this squad, we are looking forward to the upcoming big tournaments such as the 2026 World Cup.”

For PUMA, the deal offers the opportunity to continue writing Portuguese football history. In the 1960s, PUMA became the partner of legendary player Eusébio, known as “O Rei” (“The King”), for whom it created the iconic PUMA KING football boot. Eusébio was the top scorer of the 1966 World Cup when he led his team to a third place in the tournament.

“We were attracted to PUMA because of the way in which they engage with the fans and tell the unique story of every team they work with” said Fernando Gomes, President of the FPF. “We look forward to creating an exciting range of products with them which will resonate with our large fan base all over the world.”

PUMA will unveil the new products and its creative direction for the partnership in early 2025

ATPI’s Secret to Securing Hotel Rooms in Fully Booked Cities

As ATPI’s Global Purchasing Manager, Maarten Brunt brings a wealth of experience and strategic insight to the table, ensuring that ATPI clients always have access to the best hotels, even when cities are fully booked.

Maarten’s role is pivotal within ATPI. He is building and maintaining strong relationships with hotel partners worldwide. His expertise allows him to negotiate competitive rates and secure room blocks well in advance, even during major events where availability is scarce. With Maarten at the helm, ATPI continues to deliver exceptional value and convenience to their clients, regardless of the challenges posed by fully booked cities. He pens down the strategy.

Strategies for Securing Hotel Rooms in High-Demand Cities

So, how does ATPI manage to secure hotel rooms when others can’t? It’s all about strategy, foresight, and relationships. Maarten employs a multi-faceted approach that begins long before the event takes place.

  1. Advanced Planning: ATPI anticipates high-demand periods and begins negotiations with hotel partners well in advance. By forecasting busy seasons, we can lock in room blocks early, ensuring our clients have guaranteed accommodation for the best price.
  2. Strong Partnerships: Over the years, we’ve cultivated deep, trusted relationships with hotel chains and independent properties alike. These partnerships give us priority access to rooms, even when availability is tight.
  3. Network: When traditional options are limited, ATPI leverages its strong network with sports federations and organizing committees. These valuable connections allow us to access accommodations that are often reserved for event officials. Insider access ensures that our clients have priority for rooms that might not be available to the general public, providing them with suitable and often premium accommodations, even in the most challenging situations.
  4. Insider Access: Our long-standing relationships with hotel partners play a crucial role in our ability to secure rooms during high-demand periods. Due to their consistently positive experiences working with ATPI, many hotels proactively reach out to us with new and available options, even when the market is tight. These trusted partnerships mean that, in times of high demand, ATPI is often given priority access to rooms, allowing us to provide our clients with the best possible accommodations.

These strategies ensure that ATPI remains a leader in the travel industry, consistently delivering on our promise to secure accommodations in even the most challenging circumstances.

Stay Ahead of the Game with ATPI

At ATPI, we don’t just respond to challenges—we anticipate them. With a combination of strategic planning, strong partnerships, and a dedicated team, we ensure our clients stay ahead of the game. Whether it’s securing hotel rooms in a fully booked city or managing complex travel logistics, ATPI is your trusted partner for success.

Let us help you navigate your next big event with confidence. Stay ahead of the game with ATPI.

Saudi Pro League inks partnership with OneFootball

The Saudi Pro League (SPL) and OneFootball have announced a new partnership aimed at expanding the global visibility of one of the world’s fastest-growing football leagues.

Through this collaboration, the SPL will publish and amplify official video and editorial content across OneFootball, bringing fans closer to the action worldwide than ever before.

As part of the partnership, OneFootball will feature video content across its platforms, including content from the SPL’s official social channels. Fans can look forward to engaging match clips, highlights, behind-the-scenes footage, and viral moments in vertical and horizontal formats. This initiative aims to enhance the fan experience by providing compelling visual narratives throughout the season.

In addition to video content, OneFootball will offer official editorial coverage from the SPL in English, ensuring that fans can access timely updates, in-depth analysis, and expert commentary throughout the season.

Omar Mugharbel, CEO of the Saudi Pro League, said: “We are delighted to partner with OneFootball to bring Saudi Pro League content to football fans across the globe. This collaboration is an important step in our commitment to increasing international engagement and providing fans everywhere with a closer connection to the excitement and passion of Saudi football.”

Patrick Fischer, CEO at OneFootball, said: “We are thrilled to partner with the Saudi Pro League to showcase the incredible talent and excitement of football in the region. This collaboration will elevate the league’s content and enhance the overall fan experience, bringing the vibrant world of Saudi football to a wider audience.”

In a dynamic start to their new collaboration, representatives from OneFootball recently travelled to Saudi Arabia to cover the SPL’s highly anticipated “Derby Week”, attending the “Sea Derby” in Jeddah between Al Ittihad and Al Ahli, as well as the “Capital Derby” in Riyadh that featured Al Nassr against Al Hilal.

OneFootball’s on-ground presence brought fans closer to the action with exclusive social media content, behind-the-scenes moments, and in-depth interviews with league representatives, managers, and players. It allowed the platform to deliver unparalleled insights into one of the most thrilling weeks in Saudi football and showcase the exciting potential of this groundbreaking partnership.

General Motors join FIA Formula One World Championship in 2026

Formula 1 announced has reached an agreement in principle with General Motors (GM) to support bringing GM/Cadillac as the 11th team to the Formula 1 grid in 2026.

Formula 1 has maintained a dialogue with General Motors, and its partners at TWG Global, regarding the viability of an entry following the commercial assessment and decision made by Formula 1 in January 2024.

Over the course of this year, they have achieved operational milestones and made clear their commitment to brand the eleventh team GM/Cadillac, and that GM will enter as an engine supplier at a later time. Formula 1 is therefore pleased to move forward with this application process and will provide further updates in due course.

Greg Maffei, President and CEO of Liberty Media said: “With Formula 1’s continued growth plans in the US, we have always believed that welcoming an impressive US brand like GM/Cadillac to the grid and GM as a future power unit supplier could bring additional value and interest to the sport.

“We credit the leadership of General Motors and their partners with significant progress in their readiness to enter Formula 1. We are excited to move forward with the application process for the GM/Cadillac team to enter the Championship in 2026.”

Stefano Domenicali, President and CEO of Formula 1 said: “General Motors and Cadillac’s commitment to this project is an important and positive demonstration of the evolution of our sport. We look forward to seeing the progress and growth of this application, certain of the full collaboration and support of all the parties involved.”

Mohammed Ben Sulayem, President of the FIA said: “General Motors is a huge global brand and powerhouse in the OEM world and is working with impressive partners. I am fully supportive of the efforts made by the FIA, Formula 1, GM and the team to maintain dialogue and work towards this outcome of an agreement in principle to progress this application to bring a GM/Cadillac branded team on the grid for the 2026 FIA Formula One World Championship. All parties, including the FIA, will continue to work together to ensure the process progresses smoothly.”

Mark Reuss, President of General Motors said: “As the pinnacle of motorsports, F1 demands boundary-pushing innovation and excellence. It’s an honor for General Motors and Cadillac to join the world’s premier racing series, and we’re committed to competing with passion and integrity to elevate the sport for race fans around the world. This is a global stage for us to demonstrate GM’s engineering expertise and technology leadership at an entirely new level.”

Premier League strengthens financial fair play with updated APT rules

At a Premier League Shareholders’ meeting, clubs have approved changes to the League’s Associated Party Transaction (APT) rules. 

The amendments to the rules address the findings of an Arbitration Tribunal following a legal challenge by Manchester City to the APT system earlier this year.    

The Premier League has conducted a detailed consultation with clubs – informed by multiple opinions from expert, independent Leading Counsel – to draft rule changes that address amendments required to the system.  

This relates to integrating the assessment of Shareholder loans, the removal of some of the amendments made to APT rules earlier this year, and changes to the process by which relevant information from the League’s “databank” is shared with a club’s advisors.  

The purpose of the APT rules is to ensure clubs are not able to benefit from commercial deals or reductions in costs that are not at Fair Market Value (FMV) by virtue of relationships with Associated Parties. These rules were introduced to provide a robust mechanism to safeguard the financial stability, integrity and competitive balance of the League.   

Shareholder Loans 

– The new rules seek to ensure that there is appropriate parity between the treatment of shareholder loans and other APTs going forward, with transitional rules clarifying the treatment of existing shareholder loans within that framework. 
– Shareholder loans entered into after 22 November 2024 will be required to be submitted as an APT and subject to an FMV assessment. If the Premier League Board determines the loan to evidently not be at FMV, the club in question shall be required to terminate or vary the loan to reflect FMV and pay any identified shortfall in interest.
– Any Shareholder loan that was entered into before 22 November 2024 and which is replaced with other forms of financing (e.g. by way of conversion to equity or repayment) within 50 days (i.e. by 11 January 2025) will not be required to be submitted as an APT or assessed for FMV. 
– Any Shareholder loan that was entered into after 14 December 2021 but before 22 November 2024 and remaining in effect on 11 January 2025 must be submitted as an APT. If the Premier League Board determines the loan is evidently not at FMV,  the club is permitted to retain the Shareholder loan on its existing terms, though adjustments must be made to its Annual Accounts for 2024/25 onwards as if, from 22 November 2024, the loan was at FMV.
– Any Shareholder loan that was entered into prior to 14 December 2021 and remaining in effect on 11 January 2025 must be submitted as an APT and be subject to an FMV Assessment upon any drawdown taking place after the 22 November 2024. If the Premier League Board determines the loan is evidently not at FMV,  the club is permitted to retain the Shareholder loan on its existing terms, though adjustments must be made to its Annual Accounts for 2024/25 onwards as if any drawdowns made after 22 November 2024 were at FMV.

Angel City partners with makeup brand NYX Professional

Angel City has announced that NYX Professional Makeup, a Founding-Level Partner and the exclusive makeup of ACFC, will now be featured on the home and away kit sleeves for multiple years, beginning with the 2025 NWSL Season. As the first makeup brand to invest in a soccer team, NYX Professional Makeup is expanding its commitment to women’s sports and ACFC with this multi-year partnership.
 
NYX Professional Makeup, known for championing diversity and self-expression, is proud to take its partnership with ACFC to the next level.

Diana Valdez, Head of Consumer Engagement at NYX Professional Makeup, shared: “Our sponsorship of Angel City FC marked our brand’s entrance in women’s professional soccer, and it’s been truly inspiring. We want to invest further in women’s sports and create something meaningful, inspired by what our community genuinely wants. We’re excited to connect with fans and celebrate self-expression in all its forms. Becoming the new sleeve partner reinforces our passion and commitment, and we look forward to the continued success of this partnership.”
 
Julie Uhrman, President and Co-Founder of Angel City FC, commented on the growing partnership: “NYX Professional Makeup has been an incredible partner from the start. Their dedication to inclusivity and community impact perfectly aligns with our mission. We are thrilled to see this partnership grow and look forward to the positive impact we will continue to make together.”