DAZN gains free-to-view exclusivity deal for FIFA Club World Cup

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British sports streaming mega platform, DAZN, has gained a free-to-view exclusivity deal with FIFA for the Club World Cup 2025.

The partnership will mean all 63 Club World Cup matches, featuring 32 of the world’s best clubs, will be livestreamed free-to-view on DAZN’s network. The deal also includes the option to sublicense to local free-to-air broadcasts.

The collaboration between FIFA and DAZN aims to make the game easily accessible to fans across the world, providing a significant boost to the launch of the new competition.

It is also a large next step for the burgeoning partnership of FIFA and DAZN. The two organisations have continued to grow more intertwined, with FIFA aiming to incorporate FIFA+ into the DAZN network.

FIFA President Gianni Infantino exclaimed his joy for the deal.

“I am delighted to announce that FIFA, in partnership with DAZN and FIFA+, will bring the best of club football for free to everywhere in the world, meaning that every single football fan across the globe can watch the best players from the 32 best clubs compete in the new FIFA Club World Cup to be the first official ‘FIFA Club World Champions’,” he said in a press release.

“The new FIFA Club World Cup is a merit-based, inclusive tournament that will be the pinnacle of global club football, capturing the imagination of players and fans across the world. Through this broadcasting agreement, billions of football fans worldwide can now watch what will be the most widely accessible club football tournament ever – and FOR FREE. Football Unites the World.”

DAZN Chief Executive Officer Shay Segev outlined the importance of the deal for DAZN.

“This groundbreaking deal with FIFA is a major milestone in DAZN’s journey to be the ultimate entertainment platform of choice for sports fans everywhere,” he said via press release.

“We’re delighted to have the exclusive rights to this new chapter in global club football, marking the start of our long-term relationship with FIFA and cementing our status as the home of football.

“We’re committed to ensuring that every fan can watch every moment of the thrilling action from this new prime club tournament.”

The FIFA Club World Cup 2025 will kick off June 14, 2025, in Miami and finish July 13, in New York New Jersey.

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

TX Football Forges a Deal with Springvale White Eagles FC

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Springvale White Eagles FC has confirmed a new apparel partnership ahead of the 2026 season, appointing Tradexco Football (TX) as the club’s official clothing sponsor.

The agreement follows an extensive evaluation process focused on design capability, communication efficiency and service delivery, all key factors in supporting the club’s on and off-field operations. Emphasising collaboration and responsiveness, the collaboration is expected to streamline the kit development process while delivering high-quality apparel aligned with the club’s identity.

Springvale White Eagles FC Secretary, Drazen Ninkovic highlighted Tradexco’s design capability, efficiency and collaborative approach as key drivers behind the agreement.

“Springvale White Eagles FC selected Tradexco (TX) as our clothing sponsor for the 2026 season due to their innovative approach to kit and apparel design and their highly efficient communication process. The absence of intermediaries allowed for direct collaboration, ensuring prompt correspondence and the seamless translation of the club’s ideas into final designs approved for production without delay,” he said via press release.

“The level of customer service provided by the Tradexco team has been exceptional, and we look forward to this partnership developing into a strong, long-term collaboration.”

Supplied by TX Football

Tradexco Founder and CEO, Shah Ali Rajput highlighted the milestone nature of the agreement and the brand’s commitment to delivering value, quality and long-term support at the VPL level.

“We are extremely proud to be working with a VPL club of Springvale White Eagles’ calibre. As our first men’s VPL competition club, this partnership is a significant milestone for us. From day one, our focus has been clear — delivering high-quality teamwear, on time, and at genuine value for the club,” he said via press release.

“This partnership allows us, as a local Victorian brand, to showcase to the VPL league the level of quality, professionalism, and reliability that exists within the local football ecosystem. We will be going above and beyond to deliver the very best on-field and off-field products, supporting Springvale White Eagles at every level and contributing to their continued success.”

This agreement supports Tradexco’s continued commercial expansion, reinforcing its credibility as a high-performance apparel supplier and enhancing its ability to service clubs operating at the highest state-league standards.

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