Zondacrypto becomes Juventus’ Crypto Exchange Partner

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Image via Juventus FC official website

Juventus unveiled Zondaycrypto as their new sleeve sponsor and to be the club’s Official Crypto Exchange Partner.

The Zondacrypto logo will be present on Juventus men’s first-team shirts for the rest of the partnership and the crypto company will replace Juventus’ previous sleeve sponsor in Bitget which have been the clubs partner for the last two seasons.

Zondacrypto is one of the biggest regulated cryptocurrency exchange marketplaces in Europe, originally founded in Poland and as part of the market since 2014. Zondacrypto has evolved into a platform where users can trade with dozens of cryptocurrencies and the marketplace has 1.2 million active users.

Juventus’ intention from this collaboration is to utilise Zondacrypto’s strong market position in the cryptocurrency sector and attempt activations throughout the season for fans of the club that are ‘innovative and professional’. Both parties share the same underlying values of a forward-thinking approach and a willingness to embrace new technologies and trends.

This partnership also highlights the increasing intersection of sports and cryptocurrency with Juventus following closely in the footsteps of other big clubs like PSG and Bayern Munich in acquiring crypto sponsors in 2023/24.

Francesco Calvo, Juventus Managing Director Revenue & Football Development mentioned the importance of this partnership for the club’s near future via press release:

“We are pleased to welcome zondacrypto as our Official Crypto Exchange partner. Our collaboration aims to support their international expansion, leveraging the strength and enthusiasm of our extensive fan base.

“Zondacrypto stands out as a leading company in the cryptocurrency sector. For Juventus, it is crucial to collaborate with a forward-thinking, innovative, and professional entity. We look forward to a dynamic and successful partnership in the world of cryptocurrencies.”

Przemysław Kral, CEO of Zondacrypto, shared the same enthusiasm as the club.

“We are proud that Juventus has chosen us as their official cryptocurrency exchange, which is something that opens up new opportunities for both the club and us,” he said in a statement.

Juventus are looking to be innovative with this new style of sponsorship and it paints a picture on what to expect in the future of football partnerships.

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Coles MiniRoos Program Opens Football Pathway for Children aged 4 to 11 across Australia

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Football Australia’s Coles MiniRoos program is welcoming new participants across the country, offering children aged 4 to 11 a structured and inclusive introduction to football through local clubs and schools.

Now one of Australia’s largest grassroots sporting initiatives, MiniRoos operates across two streams designed to meet children at different stages of their footballing journey. Coles MiniRoos Kick-Off, available to children aged 4 to 11, provides a non-competitive, skills-based entry point for those new to the game, using short game-based sessions of 45 to 60 minutes to build confidence and basic technique. Coles MiniRoos Club Team, open to children aged 5 to 11, moves into small-sided club football- formats of 4v4, 7v7 and 9v9- designed to maximise touches, involvement and opportunity for developing players.

Both programs run for between four and twelve weeks and are delivered by local clubs and schools, keeping participation embedded in the communities where children already live and learn.

The program’s structure reflects a broader shift in how junior sport is being designed. Small-sided formats give younger players more contact with the ball and more meaningful involvement in each session, addressing one of the most common reasons children disengage from team sport early: the experience of spending more time watching than playing.

The timing carries particular significance. With the AFC Women’s Asian Cup currently underway and women’s football participation in Australia at record levels, the pipeline that will sustain that growth over the next decade is being built now, in programs like this one, in communities across the country.

Coles MiniRoos is approved by Football Australia and open to children of all abilities. Registrations are open now through local clubs and schools.

Filopoulos: Football Must Move Beyond Campaigns to Win Fans for Good

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Image Credit: Perth Glory

Global marketing and advisory firm Bastion has strengthened its leadership team with the appointment of Peter Filopoulos as Managing Director, Experience. This decision brings one of Australian football’s most influential administrators into a new phase of the sports business landscape.

Filopoulos, who has held senior roles across Football Australia, Football Victoria and Perth Glory, will lead Bastion’s experiential and partnerships division, applying a football-informed lens to brand engagement.

Drawing on his time in the game, Filopoulos emphasised the importance of cohesion in building meaningful fan connections.

“For me, the biggest lesson is that fans don’t see brand, content and experience as individual silos, they experience it all as one connected ecosystem,” he said.

“At Football Australia, the work resonated most when everything was aligned; the team, the narrative, the partners and the matchday experience all working together to feel cohesive and authentic. That’s when engagement moves beyond interaction and becomes something far more meaningful.”

He added that too many organisations still treat fan engagement as short-term.

“Where a lot of organisations fall short is treating fan engagement as a campaign. It’s not, it’s an always-on system.”

Filopoulos’ move reflects a broader shift within football, where commercial growth is increasingly driven by experience-led strategy.

“At Bastion, we put experience at the centre—because it’s where the brand comes to life, where partners integrate in a way that adds real value and where fans genuinely connect,” he said.

“Our focus is on building platforms that bring fans closer to the brand… Get that right, and you’re creating something people actively want to be part of.”

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