Bundesliga and EA Sports extend deal

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Bundesliga has extended its licensing rights deal with EA Sports, where the German league is set to continue appearing in the FIFA gaming series.

DFL Deutsche Fußball Liga and Bundesliga International came to an agreement with the video game publisher that sees EA retain the exclusive license rights for match simulation. The deal includes Bundesliga, Bundesliga 2, the German Supercup as well as all clubs and players.

“In a relationship spanning more than 20 years, we have seen the rise and rise of EA SPORTS FIFA, to it becoming one of the most recognizable brands in the world,” CEO of Bundesliga International, Robert Klein said in a statement.

“Through EA SPORTS FIFA, fans across the globe are connected to the Bundesliga, its world-class players and unique clubs. We look forward to working with EA on multiple projects, this season and into the future.”

The German top-flight league said that continuation of the partnership allows for the competition to reach fans around the world and ensures the long-term presence of the league.

“Our partnership with Bundesliga further cements EA SPORTS FIFA as the most authentic, interactive football experience in the world. Only in FIFA 21 can the Bundesliga’s millions of fans play as all 18 clubs, from last year’s champions to newly promoted teams – stepping out in stadia from Paderborn’s Benteler-Arena, to the Stadion an der Alten Försterei in Berlin or even competing in Der Klassiker in front of Signal Iduna Park’s yellow wall,” Vice President and GM of EA SPORTS FIFA, Nick Wlodyka said.

“We’re excited to continue to build on our Bundesliga partnership, supporting the ambitious tech capabilities and esports vision of the DFL.“

Bundesliga said that they had a long-term commitment to both the Virtual Bundesliga (VBL) and Esports. The partnership will see EA and the league continue to develop Esports competitions such as the VBL. The VBL Open has had 130,000 participants and was the most popular FIFA Esports competition out of the professional football leagues. The VBL Club Championship has also been run since 2018/19 and is competed by Bundesliga and Bundesliga 2 clubs.

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Football Australia Announces Broadcasting Partnership with LIGR

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Image credit: Preston Lions FC

Football Australia has unveiled a partnership with Live Graphics Systems (LIGR) to establish a world-first centralised production and distribution model for over 3,500 matches annually across multiple competition tiers.

This ambitious undertaking is set to transform sports broadcasting efficiency whilst unlocking future commercial opportunities for Football Australia and its nine State and Territory Member Federations.

The collaboration comes as Football Australia prepares to kick off the Australian Championship this October.

In mid-2024, Football Australia began developing a new production strategy, defining requirements across multiple tiers of Australian football.

The strategy encompasses the Hahn Australia Cup, NSD and the top tier of Federation Competitions for both men and women (National Premier Leagues), Futsal and National Para-Football Championships included as well.

LIGR’s appointment followed a rigorous Request for Proposal (RFP) process, led by Football Australia in alliance with Member Federations, aimed at identifying a single partner capable of managing the complex scale.

LIGR, an Australian tech business recently acquired by European-based tech company Crionet, will provide technical and operational broadcast management, live monitoring and AI integration across Football Australia’s multi and single camera productions.

Additionally, LIGR’s world-leading streaming, graphics and highlights automation platform will enable seamless integration of key sponsors on broadcasts.

Football Australia Chief Executive Officer, James Johnson, highlighted the significance of the partnership.

“This partnership marks a defining moment in Australian football and represents a paradigm shift in the way the game is produced, distributed and commercialised both in Australia and abroad,” Johnson explained via Football Australia official press release.

“By unifying production across thousands of games and multiple tiers of competition, we are not only streamlining operations but also reshaping the future of football broadcasting in this country. This is innovation at scale.

“Through this centralised model, we are building long-term operational and cost efficiencies and can focus on building sustainable revenue streams for the connected football pyramid.”

Luke McCoy, CEO of LIGR, expressed enthusiasm about the partnership.

“At Crionet and LIGR, our mission is to disrupt the traditional sports production, streaming, and distribution landscape,” McCoy commented via Football Australia’s official press release.

“Our partnership with Football Australia and its State and Territory Member Federations represents a groundbreaking shift towards a truly aggregated model, marking a significant milestone for sports coverage in Australia.

“Our cutting-edge technology and innovative approach sets us apart, and we are excited to elevate the game, enhance fan engagement, and drive innovation across all levels of the sport.”

This multi-tier integration represents an unprecedented approach, as no other Australian rights holder has consolidated production across such a diverse range of competitions under a single centralised model.

This new centralised approach will allow the sport to optimise its production workflows and unlock new commercial opportunities in the evolving broadcast and streaming landscape.

An exciting development in increasing viewership and commercial viability for, as Football Australia’s 2024 National Participation Report confirmed, the most popular and fastest growing sport in the country.

Sydney FC and Arnotts Collaboration Enhances Team Spirit

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Sydney Arnotts
Image Credit: Sydney FC

Sydney FC have announced an impressive partnership with iconic Australian brand, Arnotts.

The collaboration will see Arnotts’ branding feature in a highly visible location on the back of the Sydney FC Men’s team shorts for the rest of the A-League 2024/25 season.

Sydney FC CEO Mark Aubrey expressed how valuable the partnership was to the Sky Blues.

“We are thrilled to bring Arnott’s on board as an official partner of Sydney FC,” he said via press release.

“This is a brilliant alignment between two recognised brands that specialise in creating moments that matter.”

We also both value the importance of a high performance, high integrity environment as well as standing for equality and diversity.

“I hope this will be the beginning of a long and trusted partnership, and we can’t wait to see where this journey takes us.”

From the collaboration, both Sydney FC and Arnotts will work on a special content series featuring the “Arnotts Moments Matter” campaign.

Arnotts Group CMO Jenni Dill highlighted how excited the organisation was for the partnership.

“This partnership builds on Arnott’s desire to support Australian’s on and off the football field with healthier and delicious lunch and snacking choices,” she said in a press release.

“Whether it’s a Vita-Weat with your favourite lunchtime toppings, or a pack of Snack Right Puffs on the way to game, we look forward to inspiring Sydney FC players and fans with more tasty and convenient ways to enjoy a snack or lunch.”

Further highlighting the importance of the brand deal, Arnotts branding will not only feature on the Sydney FC Men’s kit but will also appear on the LED screens on matchdays, presenting with Arnotts with highly desirable marketing material.

The Arnotts-Sydney FC partnership is yet another major landmark deal for the club in recent months, adding to collaborations with Guaraná Antarctica and WHEN Fertility.

 

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