Strauss becomes first dedicated Champions League referee sponsor Sport Business Champions League referees will sport sleeve patches advertising workwear brand Strauss after the German company became Uefa’s first ever refereeing sponsor. The three-year deal, announced today, will take effect when the competition’s league phase, involving Arsenal, Aston Villa, Liverpool, Manchester City and Manchester United, begins next week. The Strauss partnership also covers the Women’s Champions [...]
Euro 2028 hospitality: Money-back tickets if England flop and no dynamic pricing Sport Business Jaime Byrom of Beyond Hospitality on what football fans can expect from its premium offerings at Euro 2028 in the UK and Ireland, which go on sale next week. The US might be seen as sport’s most mature commercial market but, when it comes to hospitality offerings, it still trails the UK, according to one [...]
What Burnham’s Sporting Events Bill means for brands and media owners Sport Business As Andy Burnham’s government presses on with the Sporting Events Bill, what does it mean for brands and media owners? The World Cup may have wrapped up, but the sporting calendar is relentless, and brands and media owners will already be preparing for the next big event. Indeed, the domestic football season has already kicked [...]
Netflix and Gary Lineker’s Goalhanger extend The Rest Is Football deal until 2028 July 20, 2026 Gary Lineker’s The Rest Is Football podcast will continue on Netflix for the next two seasons following the success of its run during the World Cup. The hit show, which also stars former England internationals Alan Shearer and Micah Richards, will focus on the Premier League and Champions League in twice-weekly episodes on the streaming [...]
Hated World Cup hydration breaks here to stay for even hotter 2030 and 2034 July 1, 2026 Hydration breaks are expected to remain a feature of future World Cups despite attracting widespread criticism, City AM understands. The divisive three-minute pauses, taken midway through each half, have become one of the tournament’s hottest talking points. They have effectively turned football into a game of four quarters and head coaches have said they are [...]
Give me home Euros over World Cup, but is it really worth £557m of taxpayers’ money? June 11, 2026 I’m sure I’ll enjoy much of the 2026 World Cup, provided I can stay awake late enough, but I’ll approach Euro 2028 with far greater enthusiasm. Home nations competing on home soil in British Summer Time and with advertisers and broadcasters whipping up interest among the general populace. What’s not to like, other than violent [...]
Lidl owner Schwarz Group scores landmark Uefa partnership March 17, 2026 Uefa, European football’s governing body, has announced its first organisation-wide sponsorship deal with the parent company of discount retailer Lidl. Schwarz Group has become Uefa’s corporate strategic partner in an agreement that encompasses competition sponsorship, grassroots initiatives and recycling efforts. Lidl, already a partner of Uefa’s Europa League and Conference League as well as women’s [...]
Ahead of the Game: Fifa eyes Morocco over Spain as 2030 World Cup HQ August 27, 2025 Fifa is in advanced discussions about basing the headquarters of the 2030 World Cup in the Moroccan capital Rabat. The centenary World Cup will be co-hosted by Morocco, Spain and Portugal, with the opening three games to be held in Paraguay, Argentina and Uruguay in a nod to the competition’s roots. The 2026 World Cup [...]
Women’s Rugby World Cup shows UK’s love of live sport August 21, 2025 The Women’s Rugby World Cup arriving in England is a timely reminder of what live sport can do. Sporting events forge some of the most positive and enduring moments of our lives, whether we’re stood on the terraces of our local club or sat in the stands at the biggest events on the planet. Live [...]
Dynamic ticket pricing will not be used at Home Nations Euros in 2028 August 20, 2025 Uefa has opted against introducing the dynamic pricing model favoured by Fifa for selling tickets for the 2028 Euros in England, Scotland, Wales and the Republic of Ireland. The European governing body’s decision has been welcomed by the four domestic FA’s, who are continuing to consult with Uefa over Euros tickets and want to offer [...]