CALACUS HIT & MISS The FIFA Women’s Club World Cup

In this Member Insights piece, David Alexander, the founder and MD of Calacus PR how the road to launching the FIFA Women’s Club World Cup has been long and uneven — marked by hope, delays, and renewed vision. With FIFA now targeting 2028 for the tournament’s debut, the global football community stands at a pivotal moment.

The journey toward a Women’s Club World Cup has been marked by anticipation, setbacks, and renewed commitment. 

As FIFA recently announced the postponement of the inaugural tournament to 2028, we find ourselves at a critical juncture in women’s football history. 

This delay represents both challenges and opportunities in the ongoing struggle for gender equality in the world’s most popular sport.

Women’s club football has existed in the shadows of the men’s game for decades. 

While the men’s Club World Cup dates back to 2000 (evolving from the Intercontinental Cup established in 1960), women’s clubs have never had a comparable global tournament to showcase their talents on the world stage.

The 2019 Women’s World Cup in France marked a watershed moment for the women’s game, drawing unprecedented global attention and demonstrating the commercial viability of women’s football. 

Following this success, FIFA President Gianni Infantino first proposed the creation of a Women’s Club World Cup in July 2019, signalling a potential shift in how the governing body viewed women’s club competitions.

The initial announcement was met with enthusiasm from players, clubs, and fans alike, representing not just a new tournament, but a symbolic acknowledgment of women’s football’s growing stature. 

FIFA initially set 2021 as the target for the inaugural tournament, only to see those plans derailed by the COVID-19 pandemic.

FIFA announced in 2022 that the tournament would launch in 2023, which was again revised to 2025, with a proposed 16-team format that would bring together champions from across FIFA’s six confederations.

However, in a significant development in March 2025, FIFA announced another delay, pushing the tournament back to 2028 as part of a broader restructuring of women’s club competitions, including the introduction of an intermediate step – the FIFA Women’s Champions Cup – scheduled to begin in January 2026.

According to FIFA’s announcement, this new Champions Cup will feature the champions from the top eight women’s football nations competing in a knockout format, serving as a bridge to the full Club World Cup in 2028.

The repeated delays to the Women’s Club World Cup highlight the persistent challenges in achieving sporting gender equality in football. 

A December 2024 report by FIFPRO, the global players’ union, identified significant disparities between men’s and women’s professional football. 

The report revealed that while FIFA has committed substantial resources to the men’s Club World Cup, with a prize pool exceeding $1 billion for the 2025 tournament, women’s competitions receive comparatively minimal investment and increased challenges related to player workload and the already congested international calendar. 

While FIFA has announced an unprecedented $1 billion prize pot for the expanded men’s Club World Cup, the details regarding the financial rewards for the women’s equivalent have been less forthcoming – something they will need to navigate from a communications perspective to balance expectations with reality

But the unequal distribution of resources extends beyond prize money. 

Despite recent growth, women’s clubs typically operate with smaller budgets, less developed infrastructure, and fewer professional staff. Players often face precarious employment conditions, with many forced to maintain second jobs alongside their football careers.

Media coverage and commercial sponsorship also remain heavily skewed toward men’s football, creating a cycle where women’s competitions struggle to attract the visibility needed to drive commercial growth. With lower significant media exposure, generating substantial revenue becomes challenging, which in turn affects investment in the women’s game.

Progress has been made to address some aspects of inequality. In 2022, the United States women’s national team secured a historic equal pay agreement after a lengthy legal battle. Similar movements have emerged in countries like England, Spain, and Australia, where players have advocated for improved conditions and equal treatment.

However, clubs and governing bodies face increasing legal risks if they fail to address equal pay and treatment issues. 

Despite the frustration caused by repeated delays, the 2028 Women’s Club World Cup represents a pivotal moment for women’s football, providing formal recognition that women’s club football deserves the same global showcase as men’s. 

A well-executed tournament could also serve as a catalyst for increased commercial investment in women’s club football. By demonstrating the global appeal of elite women’s clubs, the competition could attract sponsors and broadcasters who have traditionally focused primarily on men’s football.

The tournament should also drive development in regions where women’s football remains underfunded. The possibility of qualifying for a global competition provides incentive for investment at confederation and national levels.

Beyond the sporting aspects, the tournament offers a platform for addressing broader gender equality issues in sport and society, giving visibility for female athletes who can inspire the next generation.

FIFA’s decision to introduce the intermediary Champions Cup before launching the full Club World Cup represents a pragmatic approach to building toward 2028. 

This approach may allow for the development of commercial models and operational experience that can benefit the full tournament when it eventually launches.

However, the success of both the Champions Cup and the eventual Club World Cup will depend on meaningful investment and promotion. 

As Brila.net noted in their March 2025 analysis, FIFA’s approach represents a “big gamble” that will require sustained commitment rather than just symbolic gestures.

For the 2028 Women’s Club World Cup to truly advance sporting gender equality, it must receive comparable resources, media attention, and commercial support to the men’s equivalent. 

This means not just staging the tournament, but investing in its success through substantial prize money, global broadcasting arrangements, and marketing campaigns that position it as a premier sporting event.

The path to 2028 offers an opportunity to address the structural inequalities that have limited women’s football – and an opportunity that FIFA must ensure they do right. 

By establishing professional standards, creating sustainable economic models, and providing elite competition, the Women’s Club World Cup could become more than just another tournament – it could represent a fundamental shift in how women’s football is valued, supported, and celebrated globally.

The successful establishment and flourishing of the FIFA Women’s Club World Cup holds immense significance for the future trajectory of women’s football and for FIFA’s standing as a global governing body committed to gender equality.

Seeing the best club teams in the world compete on a global stage will provide inspiration and role models for young people, further elevating women’s football in the global sporting landscape.

The journey has been longer than expected, but the destination promises to be worth the wait – a world where football’s global club competitions reflect true sporting gender equality.

For communications support and information, please contact Calacus via info@calacus.com

Euroleague Basketball names Trendyol as official partner

Euroleague Basketball has announced that Trendyol, one of the world’s leading e-commerce marketplaces, has become an Official Partner of the 2025 Turkish Airlines EuroLeague Final Four, which takes place from May 23 to 25 at the iconic Etihad Arena in Abu Dhabi.

Founded in 2010, Trendyol has rapidly expanded its international footprint, now operating across 27 European countries, Azerbaijan and having made a strong entrance into the Gulf markets in 2023. The brand has become one of the most downloaded shopping apps in the region, serving over three million customers. This new partnership underscores Trendyol’s ongoing commitment to the world of sports, building on its existing support for football, volleyball, and Olympic disciplines.

Paulius Motiejunas, Chief Executive Officer of Euroleague Basketball, said: “It is a pleasure to welcome Trendyol as an Official Partner of the 2025 EuroLeague Final Four. Partnering with a leader in the e-commerce sector with a strong presence in the UAE highlights the EuroLeague’s global appeal and growing influence in new territories.”

Çağlayan Çetin, President of Trendyol Group, said: “We are proud to partner with the EuroLeague for this iconic event in the UAE. As a brand committed to innovation and the growth of sport, this collaboration is a natural step in our journey to expand our impact across key markets and connect with a wider international audience”

The Trendyol brand will be displayed on on-court promotional platforms at the magnificent Etihad Arena, where AS Monaco, Fenerbahce Beko Istanbul, Olympiacos Piraeus, and Panathinaikos AKTOR Athens will compete to become the 2025 EuroLeague champion. Trendyol will also have a strong presence at the Final Four FanZone, the central meeting point for all devoted fans throughout the event.

This high-profile collaboration further cements the EuroLeague’s influence in the Gulf region and reflects Trendyol’s ongoing investment in connecting communities through world-class sporting events.

E1 signs Bombay Sapphire as global partner

The UIM E1 World Championship, the world’s first and only all-electric raceboat series announces an exciting global partnership with Bombay Sapphire.

The new partnership sees Bombay Sapphire become E1’s Official Gin Partner, underlining the appeal of the innovative Championship which has rapidly established itself as one of sport’s most star-studded and exciting.

The Championship’s teams are backed by some of the biggest names in sports and entertainment, including Will Smith, Rafael Nadel and Tom Brady.

The partnership, as Bombay Sapphire rolls out its new ‘Step Into the Blue’ brand platform, will see it become the Official Cocktail of E1, served to guests of the Ocean Club, E1’s exclusive VIP invite only hospitality offering.

The partnership will come to life at E1’s next race weekend which takes place in Dubrovnik, Croatia, from June 13 to 14.

In addition, and deepening its commitment to the sport, Bombay Sapphire will also become Official Partners of current reigning champions Team Brady, owned by NFL legend Tom Brady, and Team Drogba, led by Didier Drogba and Gabrielle Lemaire, unlocking additional branding rights and team specific opportunities throughout the 2025 season.

Underpinning the partnership is E1 and Bombay Sapphire’s shared commitment to sustainability and the acceleration of the protection and preservation of blue ecosystems around the world.

Protecting the planet is also a priority for Bombay Sapphire and has been for over 25 years. Crafted using a unique blend of 10 hand-selected botanicals from sustainably certified suppliers from around the world, Bombay Sapphire is distilled at Laverstoke Mill in the south of England, using a signature vapour infusion process that gently extracts the botanicals’ natural flavours, creating its distinctive vibrant and versatile taste.

When it opened its doors in 2014, the distillery’s design was awarded “outstanding” by one of the world’s leading environmental assessments for buildings and, in 2023, it achieved Wildlife Habitat Council certification, recognising the brand’s efforts to support local wildlife and biodiversity.

To deliver on this shared vision, Bombay Sapphire also becomes the Presenting Partner of E1 Blue Impact Championship – the innovative sustainability-focused league table that challenges E1’s teams to drive positive impact by mobilising society to reverse effects on ocean and aquatic habitats.

Rodi Basso, founder and CEO of E1, said: “Welcoming Bombay Sapphire as a Championship partner solidifies E1’s status as one of the most compelling opportunities in global sport and entertainment. With celebrity star power, highly competitive racing, and a purpose to accelerate change, we’re the sport of tomorrow that innovative brands are backing today.

“In E1, Bombay Sapphire has found a natural home. It is a partnership that is built on a passion for blue sustainability and we’re energised to deliver impactful change together as we redefine racing on water.”

Natasha Curtin, Global VP at Bombay Sapphire, said: “This partnership between Bombay Sapphire and E1 is a bold new chapter in our global journey – and brings our ‘Step Into The Blue’ campaign to life on an electrifying, international stage. We’re proud to join forces with E1 to celebrate innovation, sustainability, and the awe-inspiring beauty of the world’s most breathtaking natural blues – while marking our first ever foray into global sports entertainment.

“Like Bombay Sapphire, E1 is dedicated to inviting audiences to be part of immersive and inspiring moments – and unlocking a world of beautiful blue experiences that not only captivate but are also underpinned by a passion for showcasing the multisensorial beauty of the natural world.”

WTT extends event partnership with Liebherr

World Table Tennis (WTT) has announced that Liebherr will extend its long-standing support for the sport into another landmark year, returning as Official Event Partner for three of the most anticipated events on the global calendar: the ITTF World Table Tennis Championships Finals Doha 2025, WTT Champions Montpellier 2025, and WTT Champions Frankfurt 2025.

The action begins in Doha, where the Qatari capital will host the ITTF World Table Tennis Championships Finals for the second time in history, 21 years after it first staged the event in 2004. From 17 to 25 May 2025, the world’s best will gather for nine days of title-chasing and legacy-defining moments. With a history of hosting elite sport and a flair for spectacle, Doha is the perfect canvas — and Liebherr will be there, courtside, where the drama unfolds.

Adding to the occasion will be Liebherr’s “Coolest Shot of the Day” campaign, which will spotlight the most jaw-dropping rallies and moments of control under pressure, brought to fans daily across ITTF and WTT’s social media platforms.

Then comes WTT Champions Montpellier 2025, where the Sud de France Arena will once again become a cauldron of intensity. After 41,000 fans poured into the venue across six days in 2024, this French stop has cemented itself as one of WTT’s true fan favourites. Now, for the first time, Liebherr enters the Montpellier spotlight as an Official Event Partner, expanding its European footprint and aligning with one of the continent’s fastest-growing sporting events.

Hot off the heels of Montpellier, it’s back to Germany, where WTT Champions Frankfurt 2025 will be the last WTT Champions stop on the WTT calendar. It’s a homecoming of sorts for Liebherr, in their third appearance in the heart of Hesse as Official Event Partner of the event. In a region steeped in sporting heritage and innovation, Liebherr’s presence bridges its local pride with a global stage.

“We’re proud to renew our commitment to the global table tennis community,” said Steffen Günther, Managing Director of Liebherr-International AG. “From Doha to Frankfurt via Montpellier, these are more than just events to us. They are where history is made, and where Liebherr belongs. This sport represents the values we live by: precision, reliability, and performance under pressure.”

“Liebherr is part of the DNA of this sport,” said Jonny Cowan, WTT Europe General Manager. “Their support has helped elevate generations of table tennis. With this renewed partnership, we’re writing the next chapter together. From iconic digital campaigns to a physical presence across three world-class events, Liebherr’s impact will be felt on every front.”

Since first stepping into the World Championships in Paris in 2003, Liebherr has become synonymous with elite-level table tennis. Its support has spanned cities, continents, and generations, helping shape the sport’s growth through innovation. In 2025, that story continues: bigger, bolder, and built for the big stage.

Verizon inks partnerships with ATP and WTA Tour events

The ATP and WTA have announced a multi-year partnership with leading telecommunications company Verizon. The regional sponsorship spans ATP Tour and Hologic WTA Tour events in the United States, with Verizon becoming the official telecommunications partner to each Tour and the first telecommunications partner of the ATP.

The partnership kicked off at the 2025 BNP Paribas Open in Indian Wells in March. Verizon’s event portolio will span the ATX Open (Austin), Delray Beach Open (Fla.), Miami Open presented by Itaú, Fayez Sarofim & Co. U.S. Men’s Clay Court Championship (Houston), Credit One Charleston Open, and future tournaments at the Mubadala Citi DC Open, Cincinnati Open, Tennis in the Land powered by Rocket (Cleveland) and the Winston-Salem Open presented by Truist Bank and Flow Automotive.

Brokered by Sinclair and its subsidiary Tennis Channel — the U.S. home of tennis — the agreement also grants Verizon integrated access to Tennis Channel’s distribution ecosystem. This includes exclusive content placements across Tennis Channel’s app, studio desk branding, TennisChannel 2 streaming (FAST) network, and Tennis.com, creating an unprecedented consolidated platform to engage with tennis audiences across the season.

Daniele Sano, ATP Chief Business Officer, said: “This partnership with Verizon is a big step for the ATP. It’s our first-ever telecommunications partner, which says a lot about the momentum behind tennis right now. It’s also a great example of how we’re shaping partnerships in new ways — built for brands looking for a single entry point into the sport. Verizon is a household name with deep credibility, and their investment in our sport will help bring tennis closer to fans across the U.S.”

Marina Storti, CEO of WTA Ventures, said: “This innovative partnership is a shining example of how we can work together across tennis to create value for partners. Just a few weeks after the launch of a bold new brand identity for the WTA, it is great to be taking yet another positive step for women’s tennis by welcoming Verizon to the WTA’s partner portfolio.”

Sinclair Chief Business Officer, Consumer Products, JR McCabe said: “Through a single sponsorship platform, Sinclair is redefining how brands engage with audiences and delivering a unified opportunity for advertisers to connect with fans throughout the season of tennis. This marks another step in Sinclair’s ongoing expansion beyond traditional broadcasting, reinforcing our commitment to providing customized, innovative solutions for partners.”

Sinclair Chief Sports and Digital Monetisation Officer, Eric Welles said: “We’ve spoken to many marketers and there was a consistent theme to the challenges of the fragmentation of the sport. This concept will revolutionise ways brands can access tennis, similar to the way other professional leagues operate with their rights partners. Verizon is an ideal partner, as they have led the way across many of the leagues in bringing together their brand with the respective sport and unlocking unprecedented experiences for the fans.”

ATPI Launches EventsHub Platform for Integrated Guest and Travel Management

Leading travel and events management company, ATPI Group has announced the global launch of ATPI EventsHub, the group’s end-to-end guest management platform designed to effortlessly handle every aspect of events management. 

The first platform of its kind to integrate a guest management tool with travel booking capabilities, ATPI EventsHub enhances its offering with 24/7 offline support from travel consultants, and a fully customisable, white-labelled experience for brands across all guest touchpoints. 

Whether planning a one-off event or a multi-event programme, ATPI’s new platform simplifies guest management by allowing organisers to effortlessly book and manage flights, hotels, transfers and inventories all within a single platform, eliminating the inefficiencies of juggling multiple tools and suppliers and streamlining operations.

From registrations and travel logistics to seamless communication and real-time tracking, users of ATPI EventsHub will benefit from:

  • Full control over a centralised dashboard with real-time data, ensuring smooth event execution with complete oversight 
  • Smart automation that eliminates manual tasks and reduces planning time by up to 30%
  • A fully customisable experience to suit business needs and brand identity 
  • Effortless guest management that streamlines the entire guest journey, from invitations and travel planning to onsite experience 
  • Integrated travel data to ensure a seamless attendee journey with built-in travel management 

Beyond its technological capabilities, ATPI developed the platform to work alongside its consultants, providing clients with hands-on guidance and local expertise from planning through to execution. Whether managing VIP travel, coordinating large-scale events, or fine-tuning last-minute details, ATPI’s team work behind the scenes to ensure a seamless event experience with real-time troubleshooting. 

Helen van Berkel, Global Head of Events at ATPI, said: “ATPI EventsHub offers the perfect blend of personalisation, innovation and human touch, setting a new standard for exceptional guest experiences. 

“We take pride in our deep understanding of the challenges our customers face when organising and managing events. Therefore, our goal is simple. We want to equip our customers with the tools that set them apart in their respective industries, helping them foster stronger brand loyalty and enhance guest satisfaction – all while maximising cost savings and operational efficiency. The essence of our work lies in creating unforgettable guest experiences, and we strive to empower our customers with innovative solutions that turn every event into a lasting success.” 

Formula 1 to race in Miami until 2041 as new extension agreed

Formula 1 has announced that the Miami Grand Prix will remain on the calendar through 2041, following a 10-year extension to its existing agreement with the promoter South Florida Motorsports – a new deal that will make Miami the longest contracted event on the F1 calendar.

Since joining Formula 1 in 2022, the Miami Grand Prix has established itself as one of the most desirable sporting events in the world, attracting fans from across the USA and around the globe with a perfect combination of thrilling racing on track and incredible entertainment off it.

The race has made a significant impact on the local economy and community, generating more than US$1 billion in economic impact across its first three years. The race organisers have also established internship programmes, worked with local charities, and promoted home-grown businesses each year to ensure that the legacy of the race is felt in the local area.

South Florida Motorsports was named 2024 Formula 1 Promoter of the Year in recognition of its outstanding delivery of the Grand Prix and continuous commitment to delivering an incredible sporting and entertainment event for fans.

Stefano Domenicali, President and CEO of Formula 1, said: “In just three years, the Miami Grand Prix has established itself as one of the most important and spectacular events on our calendar, an extraordinary example of quality and vision that truly represents the spirit and ambition of Formula 1 in the United States.

“Extending this agreement until 2041 is a strategic milestone of enormous importance, which strengthens our presence in America and consolidates the ever-deepening bond with our fan base there, which is constantly growing and passionate like never before.

KAP7 Named Official Match Ball of World Aquatics Through LA28 and Beyond

World Aquatics has announced a multi-year partnership with aquatics equipment manufacturer KAP7, which will run through the LA28 Olympic Games and beyond—bringing exciting new experiences for water polo athletes and fans worldwide

The agreement between World Aquatics and the American manufacturer KAP7 will see the company’s water polo balls used at all international water polo matches through 2028, including at the Los Angeles 2028 Olympic Games.

Founded by Olympians Bradley Schumacher and Wolf Wigo, KAP7 aims to elevate the sport through innovation, quality, and accessibility. With its ethos of “Built by Water Polo Players, For Water Polo Players,” KAP7 develops custom event balls and country-specific designs, which will be sold online and at pop-up shops at upcoming World Aquatics events.

The KAP7 HydroGrip water polo ball—renowned for its proprietary grip and precision construction—will be used at all World Aquatics water polo events, including the upcoming Singapore 2025 championships and LA28 Games. Trusted by players from grassroots clubs to elite competition, the HydroGrip is designed to perform at the highest level.

World Aquatics, the international governing body for water polo and five other aquatic sports—swimming, diving, artistic swimming, open water swimming, and high diving—strives to develop all aquatics under the vision of “A world united by water, for health, life, and sport.”

World Aquatics President Husain Al-Musallam hailed the agreement, stating: “I am incredibly excited about this partnership. Working with KAP7 brings new opportunities to World Aquatics and our water polo community. KAP7 is a youthful and dynamic company at the cutting edge of manufacturing, particularly with its water polo balls. The company’s roots are in aquatic sports, and not only will they supply World Aquatics events with balls of the highest quality, but they also share a vision that will elevate the overall sports and fan experience at our matches.”

Michael Jones announced as new Managing Director of InCrowd, with Aidan Cooney moving to Non-Executive Director role

A new era of InCrowd sees Aidan Cooney stepping aside as CEO but staying involved as a Non-Executive Director, to be replaced by Michael Jones who, after four years as Group COO, moves into the leadership position for InCrowd.

Marking the first steps in a new and exciting chapter for the business, InCrowd, a leading force in the sports marketing industry, has also revealed a rebrand, encompassing new messaging and visual identity to reflect the company’s evolution, renewed mission, and commitment to innovation in delivering high impact, high value services and solutions for clients. 

After 10 years at the InCrowd helm, Aidan will now move into a role as CEO of new holding company Envision Sport Group, the investment vehicle behind InCrowd and other sports-specific technology and services businesses driving transformation across the industry.

“I’m incredibly proud of what we’ve built together at inCrowd” says Cooney. “From launching unrivalled, fan-first websites and apps for the likes of Crystal Palace, Ascot and Euroleague, using our teams data marketing expertise to drive significant engagement and commercial returns for new competitions like The Hundred and SA20 and handling the most followed sports social channels in the world with UEFA.”

“What we’ve achieved is phenomenal and there is only bigger and better to come. As I transition into my new role, I remain deeply committed to our long-term vision; this move allows me to focus on identifying new strategic opportunities and nurturing partnerships that will fuel growth, whilst supporting the outstanding InCrowd team as they help shape the future of the sports business.”

“This marks a pivotal moment in our journey. With Aidan still on board as a Non-Executive Director, InCrowd will continue to benefit from his extensive experience and strategic insight alongside the opportunity to broaden the visibility of the brilliant people we have in the InCrowd team,” says new Managing Director, Jones.

“This new direction will further increase InCrowd’s capacity to develop new knowledge and build innovative solutions for our clients in a truly holistic way; we’re here to continue driving the industry forward, with renewed focus and energy in creating lasting change in the digital sports marketing space.”

ISSF signs Eurotarget as Bronze sponsor partner

ISSF is delighted to welcome Eurotarget as a new Bronze sponsor partner.

Eurotarget, is one of the world’s leading manufacturers of clay targets, combining advanced technical knowledge with environmental awareness to produce targets which are the perfect choice for shooters today.

Eurotarget is the first company to produce clay targets entirely using renewable energy. Eurotarget’s outstanding reputation is also supported by an advanced storage and distribution system, with a digitally connected warehouse that ensures record delivery times for both domestic and international clients across 70 countries. This partnership further reinforces the connection between the company and the ISSF.

ISSF President Luciano Rossi said: “It’s a unique honour to welcome Eurotarget as our new partner, since they uniquely combine a technical excellence in production with a green approach that fits perfectly with the values of ISSF in the sphere of social responsibility.”

Eurotarget’s CEO Marco Marani said “We are proud to continue to support ISSF as a sponsor. This partnership is a significant recognition of our daily commitment to quality, innovation, and sustainability. We strongly believe that sport must look at the future through responsible environmental choices, and we are glad to share these values with the ISSF.”