Carling named as Official Beer of the SPFL

The SPFL and Molson Coors have announced a new partnership that sees Carling unveiled as the Official Beer of the Scottish Professional Football League.

The partnership will run until at least the end of Season 2026/27 and will see the Carling brand represented at league matches and every round of the Premier Sports Cup.

Carling’s activation will also include a number of engaging opportunities for supporters from across the SPFL to get involved with.

Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said: “Carling is the lager brand consumers most commonly associate with football so we are thrilled to be able to announce our partnership with the SPFL.

“We’re committed to supporting the beautiful game at every level here in Scotland and across the UK. That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership.

“We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”

Neil Doncaster, SPFL Group Chief Executive, said: “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL. Carling has a rich history of supporting Scottish Football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.

“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”

The partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture.

Brendan Napier, Commercial Director of Scottish Football Marketing, said: ‘’We are really proud to welcome Carling as the Official Beer partner of the SPFL.

“Carling is a brand that is synonymous with football in this country and has a long and illustrious record of connecting communities and supporters on matchdays.

“With that, we felt Carling, and their talented wider team, represented the perfect partners for us here at the SPFL.

“We are looking forward immensely to kick-starting the new partnership; one that will further enhance the SPFL viewing occasion in pubs, bars and homes around the country.’’

MLS signs OneFootball as official content distribution partner

OneFootball, a leading digital football media platform, and Major League Soccer (MLS), the top-flight professional soccer league in the U.S. and Canada, have announced an agreement to showcase MLS to a wider international audience. This new program underscores OneFootball’s dedication to expanding global soccer content as it becomes an official content distribution partner for MLS worldwide.

The partnership will grant OneFootball access to MLS highlights, covering hundreds of MLS matches, MLS NEXT Pro matches, and MLS NEXT matches per season. Fans can anticipate timely highlights and enhanced coverage of MLS competitions across the One Football eco-system.

In line with its strategy to deliver the most relevant football content in all formats, OneFootball will distribute MLS content via its app, website, and Connected TV platforms. The partnership will also leverage OneFootball’s video player network, which includes the newly announced co-branded content hub with Yahoo! Sports, to enhance the visibility and reach of MLS content.

ONEFOOTBALL CLUB ADVISORY BOARD

To further cement this agreement and highlight OneFootball’s commitment to growing the sport both in the U.S. and internationally, MLS will be welcomed as a shareholder and join the prestigious OneFootball Club Advisory Board. This esteemed board includes OneFootball shareholders such as Real Madrid CF, FC Barcelona, PSG, FC Bayern Munich, Borussia Dortmund, Manchester City FC, Chelsea FC, Arsenal FC, Olympique de Marseille, Liverpool FC, Juventus FC, and the German Football Federation (DFB).

“As MLS’ continues to grow its relevance on a global scale, we are excited to work with OneFootball to provide fans around the world access to the amazing action in MLS each week,” said Seth Bacon, MLS Executive Vice President of Media. “This collaboration provides an excellent platform to help further showcase all the momentum behind MLS to a young, tech-savvy, global audience and to further our mission of elevating the profile of MLS, and we look forward to working together with OneFootball to deliver compelling and engaging content to fans worldwide.”

“OneFootball’s mission is to deliver an unparalleled football content experience while empowering content owners to connect directly with their audiences,” said Patrick Fischer, CEO of OneFootball. “We are thrilled to welcome MLS to our Club Advisory Board and look forward to this partnership enhancing their coverage and supporting the growth of soccer in North America and beyond.”

F1 signs LVMH as Global Partner in a 10-year deal

Formula 1 has announced that luxury brands group LVMH will become a Global Partner in 2025 – when the sport will be celebrating its 75th anniversary.

The new 10-year deal will include several of LVMH’s iconic Maisons, including Louis Vuitton, Moët Hennessy and TAG Heuer.

A statement from Formula 1 and LVMH described the deal as an “unprecedented agreement between the world leader in luxury and the pinnacle of motorsport” which will launch next season “at a time of incredible ongoing popularity, cultural relevance, and overall excitement for Formula 1 as a bridge between global sport and entertainment.

“At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s innovation and high-performance, the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftmanship, for enthusiasts, fans and clients.

“From the birth of Formula 1, in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership both Formula 1 and LVMH are excited to write new chapters of this incredible story, with each Maison involved bringing its unique expertise, heritage, and energy to heighten the collaboration.”

Further details of the partnership will be announced in early 2025.

Greg Maffei, President and CEO, Liberty Media, said: “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media.

“We were thrilled to work with one of the LVMH Maisons during the Las Vegas Grand Prix last year, and to now expand our relationship with the Group as they become a Global Partner.

“The opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform. We look forward to working with Bernard and Frédéric Arnault in the years to come.”

British Gymnastics inks partnership with The Fruit Factory

British Gymnastics has announced partnership with The Fruit Factory, a leading UK-based fruit snack brand known for crafting delicious snacks made with real fruit juice.

Nick Horswell, Commercial Director of British Gymnastics, expressed his enthusiasm for the collaboration: “A very warm welcome to The Fruit Factory, who are joining us this month as an official partner. We’re thrilled to be working with such an exciting and fun family brand. Their on-the-go snacks will be a fantastic addition to our community, and we know our gymnasts, families, and fans alike will enjoy them just as much as we do.”

Tara Stevens, Senior Brand Manager at The Fruit Factory, also shared her excitement: “I’m thrilled to announce our partnership with British Gymnastics for 2025. This collaboration is a natural fit as we share the same values of being fun, playful and energetic. We’re particularly excited to fuel young gymnasts with our tasty fruit snacks, supporting their passion for the sport and helping to create an active and positive environment for the next generation.”

GMR Group acquires majority stakes in Hampshire CCC

English County Championship club Hampshire have signed a takeover deal with GMR Group, co-owners of Indian Premier League cricket side Delhi Capitals.

The club have exchanged definitive agreements with GMR as part of a “significant strategic partnership”, making them the first County to be owned by an overseas franchise.

Under the deal, ratified by the England and Wales Cricket Board (ECB), the Indian conglomerate has acquired a majority stake and is expected to complete a 100 percent takeover within two years.

Rod Bransgrove, chairman of Hampshire Sport and Leisure Holdings, said in a statement that the deal was the “fulfilment of a dream”.

“Becoming the first English cricket club to join an international cricket group will open exciting new opportunities as we embrace the globalisation of this great sport,” he said.

GMR owns a 50 percent stake in Delhi Capitals, Dubai Capitals and Pretoria Capitals. They have also invested in the US Major League Cricket team – Seattle Orcas.


“Kevin takes an ambassadorial role for GMR and we’ve certainly spoken to him once or twice. He’s been very interested in the potential for this because, obviously, he knows the GMR culture, he knows our culture, and he knows that they’re very well suited to each other. In that respect, yes, he has been involved,” said Bransgrove.

Kiran Kumar Grandhi, corporate chairman of GMR Group, said: “Our vision is to transform sports into a platform that unites people and cultures, drives global excellence, and nurtures the creation of future world champions.”

ECB chief executive Richard Gould said the announcement “demonstrates the global interest in investing in cricket in England and Wales, and underlines the continuing appeal of county cricket”.

NEOM MD Jan Paterson on Pioneering Sports Innovation, Gender Equality, and Global Impact through Strategic AFC Partnership

iSportConnect’s Taruka Srivastav spoke with Managing Director (Sport) at NEOM, Jan Paterson who is at the forefront of a transformative vision that integrates sports, technology, and community engagement. Under her leadership, NEOM has emerged as a dynamic hub for sport, innovation, and inclusivity, aligning with Saudi Vision 2030. In this exclusive interview, Jan shares insights into NEOM’s strategic partnerships, including the groundbreaking collaboration with the AFC (Asian Football Confederation). We explore the significant milestones achieved over the past four years, NEOM’s commitment to empowering women in sports, and the future initiatives that will continue to drive progress in the region.

Reflecting on the past four years, what notable achievement has resulted from NEOM’s partnership with AFC?

    One of the partnership’s key focuses is accelerating excellence through talent development, pioneering sports technology and making sport accessible to all​.

    Our Shuhub Community Program, a key grassroots youth initiative, has engaged 10,000 young people in Riyadh, Jeddah, Dammam, and Tabuk. The partnership enabled them to participate in AFC matches as players’ mascots, centre circle children, and the first-ever trophy handover children at the AFC Champions League 23/24 Final.

    Additionally, over 5,000 NEOM residents have actively engaged with AFC events, boosting community involvement and NEOM’s global awareness across 190 territories aligning with Saudi Vision 2030 .

    Furthermore, aligned with NEOM’s commitment to tech and innovation, the successful pilot of the inaugural AFC eAsian Cup 2023 was a pivotal starting point in our journey together to support  esports participation across the region and one we look forward to leveraging further over the next five years.

    What new advantages does the extension of this partnership bring to NEOM?

    The extension of this partnership offers several new advantages to NEOM, aligning with both immediate and long-term strategic goals.

    As the presenting partner of the inaugural AFC Women’s Champions League 2024/25 season, NEOM is highlighting its support for the promotion of gender equality in sport and inspires young women, both athletes and spectators, across the region. This is hugely exciting for NEOM as equality and diversity are key to the NEOM Sport Strategy. 

    Additionally, NEOM will be the presenting partner of the AFC Champions League Elite Finals 2024/25, providing unparalleled global exposure and bolstering its international reputation, especially during key matches in Saudi Arabia. Over the next five years, this partnership will amplify the NEOM brand, align it with the developing sport ecosystem, and attract investments and talent, highlighted by prestigious events like the AFC Asian Cup 2027™. 

    Beyond this, the extension signifies our commitment to innovation and inclusively in sport. We have a new era ahead of us and by using our co-created ‘Champions of Progress’ initiative we will use the global platform of football to drive positive change across the region, by delivering activations and developing the next generation of talent, from grassroots participants to elite players across AFC competitions. Furthermore, it aims to develop future sports leaders by providing NEOM graduates with international training and development opportunities.

    Overall, the extended partnership bolsters NEOM’s role in the sporting landscape while contributing to broader social and economic goals, in line with Saudi Vision 2030.

    Can you highlight some of the successes in women’s sports achieved under NEOM’s initiatives?

    NEOM Beach Games annually hosts leading global sports events, offering equal opportunities for men and women. We’ve welcomed over 115 world-class female athletes from 25 countries to compete in five sports, showcasing NEOM as a premier, inclusive sports destination, including NEOM’s 2023 gold medal triathlete Cassandre Beaugrand from France, who won gold at the Paris 2024 Olympic Games and World champion Rajiah Sallsabillah from Indonesia who won gold at the inaugural NEOM International Federation of Sport Climbing IFSC Masters in 2023 and achieved 4th in the Olympics. As well as the Games inspiring a much younger generation of athletes, with the Saudi women’s 3×3 basketball team competing in the final against a team from Qatar, with 6000 spectators on site for the match.

    Across our NEOM McLaren Electric Partnership: Cristina Gutiérrez joined as a driver for the 2024 Extreme E season. Additionally, four Saudi NEOM graduates, including two women, secured year-long placements with McLaren Racing based at their technology centre, promoting gender parity in sports business.

    And NEOM Sports Club (SC) has developed multiple women’s sports teams with notable achievements:

    • Women’s football team reached the league play-offs last season.
    • Rawda Alasiri secured third place in the northwest region boxing final.

    • Ashwaq Alshehri won gold in the female 30-34 category in a regional Triathlon in Saudi Arabia in January 2024.

    For our Rise100 sport climbing event, we welcomed the participation of Emily Harrington, the first female climber of El Capitan, and Raha Mubarak, the first Saudi woman to climb Mount Everest, further inspiring the local climbing community.

    It’s these initiatives that highlight NEOM’s commitment to fostering female sporting  talent and ensuring gender diversity and inclusion in sport.

    How is the AFC partnership contributing to the empowerment and advancement of Saudi women in sports?

    The AFC partnership significantly empowers and advances Saudi women in sports. With over 330,000 registered female athletes and 40 national women’s teams, Saudi women are closer than ever to achieving international success. Women’s sports participation in Saudi Arabia is only 2% behind men’s, with 70,000 women and girls playing football weekly. As the presenting partner of the AFC Women’s Champions League 2024/25, NEOM offers Saudi women unprecedented global visibility and opportunities. This partnership enhances the profile of women’s football and encourages more Saudi women to pursue sports professionally. Furthermore, NEOM Sport’s commitment to gender equality is evident with an equal employee split within the sector, ensuring Saudi women hold equal footing in advancing in sports.

    Furthermore, NEOM leverages community platforms to promote and amplify the voices and performances of women in football across Asia through the AFC Women’s Series. These efforts create a supportive environment for female athletes, inspiring the next generation of Saudi women to pursue their sporting ambitions. By providing access to top-tier competitions and exposure, NEOM’s partnership with the AFC is a pivotal step.

    What is NEOM’s strategic approach to sports, and what are the key future plans to further develop this sector?

    NEOM’s strategic approach to sport focuses on creating an innovative hub where sport thrives and opportunities are both broad and for all;  where major events can expect world-class infrastructure and delivery, maximizing the natural landscape for adventure sports to increase varied participation and placing sport at the heart of lifestyles to become the most active society, enabling an active lifestyle for all and a platform upon which sporting excellence has grown. By forming key partnerships, like the one with the AFC, NEOM aims to inspire a new era of sport in the region.

    Our future plans for the sport sector include…

    Infrastructure development through building tech enhanced state-of-the-art sporting facilities to host international events and provide training hubs for local and international athletes.

    Talent identification and development, by establishing academies and centres of excellence to nurture young talent, ensuring a pipeline of skilled athletes for the future.

    Hosting major events in NEOM, by attracting international sports events to inspire residents and provide platforms for athletes to compete at the highest levels.

    Community engagement by launching initiatives to promote sports and active lifestyles among residents, ensuring widespread participation and enjoyment.

    And economic integration, by leveraging sports to drive economic growth, NEOM aims to become an innovative sports hub by partnering with globally renowned sports brands.

    NEOM is fully committed to using sport as a tool for positive social development and a key contributor to a new form of liveability. Through the NEOM x AFC partnership, we are fostering an active, engaged community and driving sustainable economic growth.

    FIS Embarks on New Era of Media Rights Centralisation with Launch of Global Broadcast and Media Rights Tender

    Today the International Ski and Snowboard Federation (FIS) announced the launch of an open tender for its global broadcast and media rights for the 2026-2029 World Championship cycle. The tender offers broadcasters and media entities the opportunity to bid on a range of prestigious winter sports competitions.

    This tender marks a significant milestone in FIS’s strategic plan, as the federation takes greater control of its media and marketing rights. The open tender will include media rights for two editions each of the Alpine Ski World Championships, the Nordic World Championships, the Freestyle, Snowboard, and Freeski World Championships, and the Ski Flying World Championships.

    Focus on the Next Generation

    Bidders will have the flexibility to submit offers on a global, pan-regional, or market-by-market basis, providing opportunities for a wide array of media entities to participate, and reflecting the FIS’s ambition to grow its global audience while also catering to key local markets. The tender also encourages broadcasters to propose new production concepts that align with FIS’s vision of modernising its broadcast product. The FIS is understood to be reserving specific digital rights to enable the federation, its national associations, and athletes to grow digital audience engagement via owned channels.

    Christian Salomon, Chief Commercial Director at FIS, speaking to iSportConnect, highlighted the federation’s strategic focus on raising standards and engaging younger generations: “We want to establish a much more modern, consistent, and appealing television product and, with an ageing core demographic, much of our focus in the coming years will be on appealing to younger audiences.”

    Strategic Ambition and Transformation

    The tender for the 2026-2029 cycle is a key step in FIS’s broader strategic plan to transform its commercial operations. FIS Media and Marketing (FIS M&M), the commercial arm of the federation, was established in 2022 under the leadership of Christian Salomon, a former senior executive at IMG and Infront. FIS M&M has been tasked with growing the commercial revenues of the federation, with the FIS media rights centralisation being a cornerstone of this strategy.

    Technology and Innovation at the Forefront

    The 2026-2029 cycle will see FIS further invest in innovative production technologies aimed at enhancing the viewer experience and engaging younger audiences. The use of drone footage, and on-board cameras, amongst other innovations, will play a pivotal role in delivering what they hope will be a more dynamic and immersive viewing experience.

    In conversation with iSportConnect, Christian Salomon emphasised the importance of appealing to this demographic: “We need to work on the consistency of our television product and we want to cater for second-screen use. If you don’t catch the attention of someone by the age of 18, then you lose them to other sports forever, so we want to focus more on the 12-18 year-old audience.

    Beyond the traditional broadcast model, FIS has made significant strides in its digital strategy, including the launch of FIS TV, its own streaming platform. FIS TV has already started streaming content in “dark markets,” and will continue to serve as a hub for global snow sports content. The platform is part of FIS’s broader effort to provide seamless access to its competitions and connect with fans across all digital touchpoints.

    Interested parties are invited to submit their proposals by November 12th, with further details available through FIS Media and Marketing. 

    The World Round-up: What have we learnt over the past three weeks

    Over the last three weeks, we have been jetting around the world and had fantastic insights from Africa, US and Asia.

    View From The US: How Sports Teams, Leagues and Owners Make Money

    In this View From The US piece, Kurt Badenhausen, sports valuations reporter at Sportico evaluates how sports teams, leagues and owners are making money.

    Read the full piece here.

    View From Asia: “Outtakes from the T20 Cricket World Cup”

    In his latest View From Asia column, Unmish Parthasarathi, the Singapore-based Founder of Picture Board Partners, Monetisation & Communications practice, shares insights from the recently concluded ICC T20 World Cup.

    Read the full piece here.

    View From Africa – BingwaFEST: A First-of-its-Kind Multisport Extravaganza Driving Kenya’s Sports Renaissance

    In this week’s View From Africa piece Cynthia Mumbo, CEO of SportsConnect Africa highlights how BingwaFEST, the first-of-its-kind multisport tournament in East and Central Africa, has been making waves across the Kenyan sporting landscape since its launch in June 2024.

    Read the full piece here.

    E1 appoints IRIS to market media rights for UIM World Championship

    IRIS Sport Media (IRIS) has been appointed by E1, the new all-electric raceboat competition, as its exclusive worldwide media partner for the UIM E1 World Championship.

    IRIS will market all media rights for an expanded 2025 series featuring up to 10 races, including events in the Middle East, Europe, and, for the first time, the Americas.

    The E1 Series, which is sanctioned by the Union Internationale Motonautique (UIM), the governing body for powerboating racing, has this year successfully held events in Jeddah, Venice, Puerto Banus, Monaco and Lake Como, the series has a host of celebrity owners including sports stars Rafael Nadal, Sergio Perez, Tom Brady, Virat Kohli and Didier Drogba and from the world of entertainment, Will Smith, Marc Anthony and Steve Aoki, as well as businessman Marcelo Claure.

    E1 has defied expectations and broken records as a first year sports series in 2024, and we look forward to raising the bar even higher in 2025. We are confident this partnership with IRIS can bring us greater and wider audiences and take us to new heights next season and beyond.

    Rodi Basso, CEO & Co-founder of E1 said: “IRIS will work closely with E1 on the strategy to grow the audience globally through broadcast exposure across all forms of the media. The celebrity team owners – with over 800 million social media followers between them – give this pioneering sport the ability to engage with a younger audience as it continues to evolve. This is an exciting project that is leaving an important legacy of sustainability around the world, and we are delighted to be playing a part in its growth.”

    Ioris Francini, Founding Partner, IRIS Sport Media said: “The UIM E1 World Championship is a highly engaging sport and entertainment platform that has already caught the attention of a wide fan-base who love watching authentic sporting competitions that include elements of gamification and technology. Add to that the growing rivalry between high-profile celebrity team owners and you have something with phenomenal potential.”

    Is professional football about to go on strike?

    In this week’s Member Insights piece, David Alexander, the founder and MD of Calacus PR spotlights the rising number of protests in football by players due to non-stop match schedules.

    The comments by Spain and Manchester City midfielder Rodri this week laid bare the very real threat the game faces of its players protesting at the number of games they are being asked to play.

    Rodri has been eased back into City’s squad following victory with his national team at EURO 2024, but his comments about the increasing player schedule underline the players’ concerns at the top level.

    Rodri said he “needed a rest” during last season’s run-in and said: “I think we are close to that. It’s easy to understand something general, you ask any player, he will say the same. If it keeps this way, it will be a moment that we have no other option, but let’s see.”

    The fact that Rodri suffered a serious knee injury in the title clash against Arsenal may well have been coincidental, but it certainly gave further credence to his concerns.

    The Club World Cup to be held next summer has been expanded to 32 teams while the Champions League has also added two extra games at the group stage and the FIFA World Cup is set to have 48 nations from 2026. The Nations League has also incorporated an extra quarter-final stage in its finals phase next summer.

    From a governance perspective, it’s easy to understand why more games are being arranged.

    The appetite for football has become insatiable, and more games mean more gate receipts, more broadcast revenue, more sponsors and more entertainment.

    But the flip side is that more game time puts increasing pressure on football’s golden geese – the players.

    Manchester City played 120 times across all competitions over the past two seasons, for instance and late last year, their coach Pep Guardiola, warned of what might happen.

    He said: “There is only one solution to change something. Maybe if all the players decide for themselves to say ‘stop’, then you have to change something. And then FIFAUEFA will maybe react a little bit.”

    The relentless schedule is becoming exhausting, with fewer rest periods increasing fatigue, which has an effect on mental and physical wellness and could see the stars of the game facing extended periods off the pitch.

    Professional Footballers’ Association (PFA) CEO, Maheta Molango, last year underlined the power that players have to shape the game.

    “There’s an increasing awareness that if those responsible for the game fail to take necessary action, it will eventually fall upon the players to say ‘enough is enough’,” he said.

    “When tournament competitions are expanding without player consultation or even prior notification, it should be clear that players now need to have a central role in shaping the big decisions about the game’s future, meaning a constitutionally recognised ‘seat at the table’.

    “Reducing the overall number of games is one part of the solution. Ringfenced in-season and between-season breaks are also vital to give players a chance to maintain physical fitness over a sustained period of time.

    “Fixture scheduling should never compromise players’ fitness and well-being. For those at the top of the game, it should set alarm bells ringing when leading players are making the decision to independently manage their workload. It’s time for football to prioritise its most valuable asset: the players.

    “Legal action is the unfortunate but inevitable consequence of major stakeholders within the game – the leagues and the players – being ignored. As always, it’s the players who are expected to bend. As we have seen, eventually they will break. It has to stop.”

    A PFA statement this week warned that Rodri’s comments should be a “serious wake up call” to football’s governing bodies. “Players and their unions have asked to be listened to and to be a central part of these processes. When they are ignored then the natural consequence is that players will begin to consider all options available to them.”

    A 2023 report published by the international players’ union, FIFPRO, found that due to an expanding calendar, the workload and pressure for players had significantly increased, resulting in less time for rest and recovery, and sleep deprivation due to constant traveling.

    Supported by top European leagues, including the Premier League, representing 39 leagues and 1,130 clubs in 33 countries, FIFPRO filed a complaint against FIFA over its “abuse of dominance” in football to the European Commission’s antitrust arm.

    A statement published in July read: “The international match calendar is now beyond saturation and has become unsustainable for national leagues and a risk for the health of players. FIFA’s decisions over the last years have repeatedly favoured its own competitions and commercial interests, neglected its responsibilities as a governing body, and harmed the economic interests of national leagues and the welfare of players.

    “National leagues and player unions, which represent the interests of all clubs and all players at the national level, and regulate labour relations through collectively agreed solutions, cannot accept that global regulations are decided unilaterally.

    “Legal action is now the only responsible step for European leagues and player unions to protect football, its ecosystem and its workforce from FIFA’s unilateral decisions.”

    FIFPRO’s Europe president David Terrier warned players were burnt out, physically and mentally, with a survey showing that over 50% of respondents said they had been played while carrying an injury.

    “There is an emergency – we are in danger,” said Terrier. “Players have gone beyond the limit and the international timetable is full to the brim.”

    FIFA has responded, accusing leagues of “acting with commercial self-interest” and “hypocrisy” by sending their players on “extensive” global pre-season tours.

    A spokesman said: “The current calendar was unanimously approved by the FIFA Council, which is composed of representatives from all continents, including Europe, following a comprehensive and inclusive consultation, which included FIFPRO and league bodies.

    “FIFA’s calendar is the only instrument ensuring that international football can continue to survive, co-exist, and prosper alongside domestic and continental club football.”

    In March, FIFA also announced a taskforce to look into player welfare principles such as mandatory rest periods to balance the demands top players face in Europe to demands for more matches in less developed regions.

    Some argue that Rodri’s concerns may actually only affect players at the very top level, such as La Liga president Javier Tebas.

    “We always think of 150 or 200 players who play all the games. But in Europe, there are more than 50,000 players who don’t play all those games and don’t have the problem of the match load.

    “Football cannot be governed by what happens to 250 players, but by the rest because, in addition, all these new tournaments would economically empty the national leagues and impact the salaries of other players with fewer club revenues.”

    The comments by Tebas are backed up by a recent study by the CIES Football Observatory – a research group at the International Centre for Sports Studies, external – on schedules and player workload suggested that most clubs are not playing more matches per season.

    Its report found that between 2012 and 2024, the average number of fixtures per club and season sat at just over 40, with about 5% of clubs playing 60 or more games per season.

    That said, Tebas did later say that a players’ strike would be welcome if it resulted in the Club World Cup ending, especially now it has expanded so considerably.

    “If this strike serves to solve the issue of the calendars, but not to remove clubs from the national leagues but so that the Club World Cup does not exist, so that the dates are better restructured, then it is welcome because something has to happen.

    “We will take the appropriate legal action, but if the players’ union decides to go on strike for this reason, which we have already discussed with them, it is not just a problem of over-saturation of matches with 70, 80, 100 players, it is a much bigger problem, it is affecting the entire industry.”

    FIFA President Gianni Infantino rejects the assertion that the world governing body is to blame.

    “FIFA is organising around 1% of the games of the top clubs in the world. 98-99% of the matches are organised by the different leagues, associations, confederations,” he said.

    “FIFA is financing football all over the world. The revenues that we generate are not just going to a few clubs in one country, the revenues that we generate are going to 211 countries all over the world.

    “Our mission is to organise events and competitions, and to develop football around the world because 70% of the Member Associations of FIFA would have no football without the resources coming directly from FIFA.”

    There have been some critics who argue that players are on big money, that it’s up to their clubs to manage elite player workload rather than blame the governance.

    Clearly the game has changed from the days when Arsenal, for instance, played 70 games in the 1979/80 season.

    The pace, the intensity and the travel for matches is unprecedented and something needs to be done before the top players suffer consistent, serious injuries that deny the spectacle that captures the imagination of billions of fans.

    The spat is another reminder of the disconnect between players, clubs, governing bodies and broadcasters, who play out their differences in public rather than addressing problems collaboratively.

    Clearly something needs to change to balance the appetite of fans and broadcasters with the demands placed on players and club resources.

    Liverpool and Brazil goalkeeper Alisson Becker summed up what needs to happen when he commented: “For the supporters, it is amazing. More games, more bigger games, big teams against each other. For us players as well, it is good that you are going to play against the best in Europe.

    “Sometimes nobody asks the players what they think about adding more games so maybe our opinion does not matter. But everybody knows what we think about having more games. Everybody is tired of that.

    “Whether the number is 30 or 40. It is a matter to sit down all together and listen to all the parts because we understand we have the media and TV, the side of UEFA and FIFA, Premier League, domestic competitions.

    “We are not stupid, we understand that people want more games, but the reasonable thing would be for all the people I mentioned – those who make the calendar – to sit together and listen to all the parts inclusive of the players.

    “We just need to be listened to. That’s what we would like to do, to sit together and understand what is the thinking of the direction that football wants to go – not only adding games, adding competitions, adding this and that.

    “What we want is to give our best for the football, if you are tired you cannot compete at a high level. I want to give my best in all the games I play but we need a solution. It does not look like we are close to a good solution for football sake and players’ sake.”

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