IFS and Chelsea reaffirm partnership but AI firm won’t be front-of-shirt July 6, 2026 Industrial AI firm IFS has reaffirmed commitment to its global partnership with Chelsea but will not remain the Premier League club’s front-of-shirt sponsor. IFS appeared on the front of Chelsea’s shirts for the latter part of last season, having signed a three-year contract with the US-owned West London side in February. But their expanded partnership, [...]
Football may not come home but US investors will still cash cheques here July 5, 2026 The US continues to invest in the English football pyramid. Matt Bonass gives his best shot at explaining why Football attracting money is not novel, but what has changed is the type of money, where the money has come from and the thinking behind it all. In a previous era club ownership was a passion [...]
Ferdinand, Crouch, Foster: How footballers have built media empires for the future July 3, 2026 Footballers need to retire eventually. Calum Hopkins takes a look at how they can do it in a changing media landscape. With the World Cup knockouts well underway, it is time to consider whether the people sitting in the studio continue to have the power. We are seeing a massive shift in football; the audience [...]
Inside Arabian Falcons: The Dubai football side managed by Jonjo Shelvey July 2, 2026 Arabian Falcons have just re-signed Jonjo Shelvey as their manager, with the Dubai football team boasting off-pitch figures such as Jason Puncheon. Matt Hardy investigates Hear someone discussing Arabian Falcons and it would be easy to assume they were talking about either the Peregrine or the Saker – two heritage symbols of the Middle East [...]
West Ham to announce betting front-of-shirt sponsor after Premier League relegation June 30, 2026 West Ham United will this morning announce that they are keeping betting brand Boyle Sports as its front-of-shirt sponsor next season after being relegated from the Premier League. The London club had the Irish family-owned firm across its claret and blue shirts across last season’s Premier League campaign but risked losing them after top flight [...]
Unilever chief on how to activate 35 brands at the Fifa World Cup June 30, 2026 With the World Cup a sponsor’s heaven, Matt Hardy asks Unilever how the FMCG behemoth activates 35 brands amid a need to be noticed. A number of the brand campaigns at this Fifa World Cup have been sublime, others have fallen a little flat. Activating at a tournament watched by billions across nearly 200 countries [...]
World Cup spending: England fans could spend £150m if they beat Panama June 26, 2026 An England win against Panama at the World Cup on Saturday could lead to an extra £150m in consumer spending, while fans are expected to fork out an extra £22m in pubs across the country this weekend. England are top of Group L, level on points with Ghana, ahead of Saturday’s final match of the [...]
Advertising at World Cup: Levi’s genius, hydration breaks and dodging rules June 23, 2026 This World Cup, now well under way, has been dominated not only by the action on the pitch but how much brands are spending off it. An estimated $10bn is being splurged by some of the world’s most recognisable organisations on adverts and campaigns, while some firms are milking the World Cup for free advertising [...]
Sunderland AFC chiefs in Stadium of Light expansion talks June 23, 2026 Sunderland AFC chiefs have discussed expanding the Stadium of Light to meet surging demand after qualifying for Europe on their return to the Premier League. The club will compete in the second-tier Europa League next season after finishing seventh in their first Premier League campaign since relegation in 2017. The impressive season, which included a [...]
Hydration breaks: World Cup ad cost could eclipse Super Bowl’s $7m price tag June 17, 2026 Ads during hydration breaks at the Fifa World Cup final could cost more than a Super Bowl commercial, according to one of the world’s biggest advertising groups. This year’s World Cup in North America and Mexico has introduced a drinks break during each half of football, effectively cutting the game into quarters, like many US [...]