DFL and EA Sports continue to delight Bundesliga fans

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Image credit: Vitalii Vitleo via Shutterstock

The German Football League (DFL) renewed its partnership with sports game manufacturer EA Sports, in a deal labelled by officials to be of ‘high strategic importance’.

It guarantees that clubs from Germany’s top two tiers will feature in EA Sports’ football video-game, EA Sports FC, until 2027.

In addition, EA Sports will continue to sponsor the ‘Player of the Month’ and ‘Player of the Season’ awards for the Bundesliga and Bundesliga 2.

A relationship that stems back to 1998, the DFL and EA Sports share an important history built on innovation within the gaming world.

In 2012, the DFL pioneered the world’s first eFootball competition, Virtual Bundesliga (VBL), helped greatly by its relationship with EA Sports. The VBL remains a strong part of the DFL’s vision, resulting in the professionalisation of the competition.

An arm of video-game publishing organisation Electronic Arts, EA Sports is in the midst of a new era in football gaming, after failing to agree a deal with its long-time naming rights partner, FIFA.

However, the game’s universal popularity since its inception in 1993 gives it one of the highest return customer rates in video gaming history.

EA Sports’ first iteration of the game since removing the FIFA branding – EA Sports FC 24 – is the highest-selling video game in the UK and Europe, and ranks 10th in the United States (from Statista).

This global demand is exactly what the DFL is eager to capitalise on, according to Bundesliga International Chief Marketing Officer Peter Naubert.

“The contract renewal confirms the positive development of our global licensing and sponsorship partnerships and underscores the global appeal of the Bundesliga brand as well as the significant growth that the DFL generates for clubs,” Naubert stated via press release.

The gaming industry remains a lucrative space for football organisations to increase its marketability and generate greater revenue. Late last year, the Argentina Football Association partnered with a gaming software company to increase its marketing presence in Europe.

DFL joint-CEO Marc Lenz explained that the extension of its deal with EA Sports is crucial to its marketing strategy.

“Our core aim is to reach young fans and find new ways to spark their interest in the Bundesliga and Bundesliga 2,” Lenz told the DFL website.

“EA SPORTS FC is a successful part of this strategy, because the licensing partnership and the Virtual Bundesliga increase the visibility of our leagues and clubs.”

Lenz’s partner Steffen Merkel spoke about the relationship between the DFL and EA Sports.

“EA SPORTS FC deepens the connection between millions of fans and their favourite players and clubs from the Bundesliga and Bundesliga 2, which are an important part of the video game series,” Merkel added via media release.

“The partnership has existed since 1998 and underscores the shared conviction behind the cooperation, which is characterised by constant and successful evolution.”

Meanwhile, the inclusion of Germany’s top two professional leagues in EA Sports FC will assist EA Sports’ future plans for football gaming.

“Bundesliga and Bundesliga 2 are key to building an innovative and evolving football platform for fans, and we’re thrilled that the DFL shares our vision for the future of football,” EA Sports President, Cam Weber, added via the DFL website.

By continuing its relationship with EA Sports, the DFL demonstrates its commitment to a sustainable and profitable future for its competitions.

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Securing Our Football Future: Football Australia’s $3 Billion Plea

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Image Credit: Football Australia Website

In a landmark display of solidarity, Australia’s football governing bodies have united to submit a joint, ambitious proposal to the government ahead of the next federal election, claiming that this proposal is crucial to ensuring the game’s survival.

The sport’s new national agenda, outlined in Securing Our Football Future, calls for more than $3 billion in funding at all governmental levels to cover urgent facilities improvements, grassroots growth, elite development, and Australia’s global aspirations.

The message is clear: without urgent and significant investment, football runs the risk of losing a generation of players at a time when participation in the sport is rising at an unprecedented rate in Australia, especially among women and girls.

A Blueprint for Sustainable Growth

At the centre of Football Australia’s recommendations is the urgent need to bridge the “change room facilities gap”, a rolling 10-year federal program totalling $1.56 billion. Despite football being one of the country’s most played club sports, many community facilities are still outdated, inaccessible, and unsuitable for the increasing number of female players.

Over the next five to ten years, the agenda also requests $1.2 billion from state, territory, and municipal governments to repair vital infrastructure, like drainage and lighting systems, which have been highlighted as significant obstacles to increasing participation in a safe and inclusive manner.

Other key proposals include:

  • $50 million investment in a new national football headquarters to house both Football Australia and the Australian Professional Leagues
  • Funding support for three new state football headquarters and upgrades to five existing ones
  • Backing the redevelopment of Perry Park in Brisbane as a key football venue ahead of the 2032 Olympic Games
  • $1 million seed funding for the launch of the Australian Championship, the long-awaited National Second Tier
  • Strengthened support for sports diplomacy, international tournament bids, and social programs linked to football’s community impact
  • Updates to regulatory frameworks, including visa categories for players, urban planning laws, and stadium policing standards

Grassroots Strain: Participation Outpacing Facilities

Following the Matildas’ historic FIFA Women’s World Cup campaign, grassroots participation has skyrocketed across the nation. However, the infrastructure required to sustain this expansion has fallen dangerously behind.

More than 2,000 community facilities are required to be upgraded, according to a detailed national audit conducted by Football Australia and the state federations. Of these, 7,848 proposed projects were needed to satisfy “minimum standard” requirements.

Football NSW CEO, John Tsatsimas, emphasised the urgency in New South Wales, where football has the greatest participation rates of any sport.

“Football is the most popular sport in New South Wales, yet many facilities are outdated. Investment in modern fields, lighting, and female-friendly amenities is essential to support our growing football community. Government funding will ensure safe, inclusive spaces for all players, driving participation and talent development,” he said via Securing Our Football Future.

The challenge is even more acute in Victoria, a state that is experiencing rapid population expansion in suburban corridors.

Football Victoria Acting CEO, Dan Birrell, warned that without immediate investment, the sport risks losing young players.

“Children are being turned away due to a lack of suitable playing fields and facilities. Government investment in modern, accessible pitches and club infrastructure is essential to creating more opportunities for children, fostering community connections, and ensuring football remains inclusive and accessible for all,” he said via Securing Our Football Future.

Strengthening the Domestic and International Game

The Securing Our Football Future agenda goes beyond community football to focus on the game’s larger ecosystem, from strengthening Australia’s standing on the international football scene to expanding the A-League.

In order to assist the league’s expansion and stability, key professional clubs, including Macarthur FC, Melbourne City, Melbourne Victory, Western Sydney Wanderers, and Perth Glory, have all pushed for regulatory changes. These include reforms to high-performance funding, simplified visa categories for foreign athletes, and urban development plans to promote improved access to stadiums and training facilities.

APL, Executive Chair, the Hon. Stephen Conroy, highlighted the importance of building on the momentum of the A-Leagues in showcasing local and international talent.

“Football infrastructure, facilities and stadia are not keeping pace with the huge grassroots participation, and the growing pathways and professional game in Australia. It’s hoped this initiative will help unlock the investment the participation base and potential of the game deserves,” he said via Securing Our Football Future.

Meanwhile, the establishment of the Australian Championship — a brand-new National Second Tier league — is seen as a vital component that will provide a direct pathway between grassroots and professional football.

At the elite level, continued support for the Subway Socceroos and CommBank Matildas is still essential, as is deliberate funding for initiatives like Bridge to the World, which aim to give Australian players additional opportunities abroad.

A Critical Moment

Although several members of the football community applauded the federal government’s recent $200 million grants program called Play Our Way, leaders contend that, especially considering the size of the participation surge, it does not adequately address the urgent needs of grassroots infrastructure.

Football Australia CEO James Johnson emphasised that the sport’s rapid growth must be matched by urgent infrastructure investment.

“Our surge in participation has put football at a tipping point where our growth is outpacing our infrastructure. All levels of government need to act to address the facilities gap to give grassroots players an opportunity to participate and support our current and emerging talent to compete on the world stage,” he said via Securing Our Football Future.

The message from football’s unified leadership is straightforward: the sport’s current momentum, which is based on generational accomplishments, runs the risk of halting without immediate, significant investment.

Securing Our Football Future provides a road map for not just preserving the game but also fulfilling its full potential as Australia’s inclusive, diverse, and grassroots global sport.

The time to act is now.

To read through the full Securing Our Football Future 2025 policy proposals, click here.

Competing Football Promises as Election Day Approaches

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Matildas vs France Women's World Cup
Image credit: CommBank Matildas

This Saturday the Australian public will shape the future of the nation when they head to the polls to vote in the 2025 Federal election.

Another factor that could sway some voters is the promises made by the major parties to support local sports clubs and reserves, especially those focused on football.

The Albanese Labor Government has already made major strides when it comes to funding the future of soccer in this nation, particularly for women’s and girl’s involvement.

On the back of a successful FIFA women’s World Cup campaign on home soil which saw the Matildas make it to the Semi-Final, the Albanese Government announced the “Play Our Way” program.

This program would provide greater opportunities for women and girls to access, participate and remain involved in sport and physical activity.

Women and girls in Australia are under-represented in sport and physical activity, so, the Play Our Way program will support and provide more opportunities for equal participation in sport and physical activity, as well as access to sporting facilities, equipment and initiatives.

Prime Minister Anthony Albanese highlighted the importance of the program.

“The Matildas have given us a moment of national inspiration, this is about seizing that opportunity for the next generation, investing in community sporting facilities for women and girls around Australia,” he said in a press release.

“Sport is a great unifier and a great teacher – it brings communities together, it teaches us about teamwork and resilience and the joy of shared success.

“We want women and girls everywhere in Australia to have the facilities and the support to choose a sport they love.”

The Australian government has provided $200 million for the Play Our Own program which will run over three years from 2024-25 to 2026-27.

Looking ahead, Labor has made several commitments to supporting the growth of football across the country.

One example is the pledge to commit $1.2 million to upgrade soccer facilities in Creswick and Daylesford if the Federal Labor Government is re-elected.

In April, Catherine King, the Member for Ballarat, announced that the funding promise will go towards upgrades at Victoria Park in Daylesford and the Doug Lindsay Recreation Reserve in Creswick.

According to Ms King, the Daylesford and Hepburn United Soccer Club has around 150 players, including 40 female players, and has been forced to cap its intake because current pitches cannot accommodate this growth.

Labor’s pledge will help rectify this issue as well as create a welcoming and inclusive environment for all women and girls. 

Other pledges by Labor include $10 million towards a new mini stadium for Melbourne City FC, facility upgrades at Alamein FC/ Ashburton SC, $3.5 million towards female-friendly facilities at St Albans Saints FC, and more.

Meanwhile, the Liberal Party has also pledged strong support for the future of the sport, promising funding if elected.

One notable example is the party’s pledge to commit $2 million to upgrade Heidelberg United Alexander FC facilities should it win the federal election.

In April, Liberal candidate Chris Parr made the announcement in the Jagajaga electorate, joined by local MP Keith Wolahan and Senator James Paterson.

The funding will go towards major improvements to the club’s facilities, including a new Olympic Museum, bigger training areas, more open green space, and larger clubrooms to better serve the growing community.

The announcement has been seen as a big win for local families, sports lovers, and volunteers, with the Coalition highlighting its commitment to supporting communities by working closely with local groups and the Banyule City Council.

Another notable pledge by the Liberal Party is to upgrade Devlins Road Recreation Reserve in Ocean Grove.

In March 2025, the Liberal Party confirmed that the first stage of the upgrade would receive $5 million if the Coalition wins the federal election.

This project would bring new soccer fields with lighting and fencing, a pavilion, and a new home for the Surfside Waves Soccer Club, establishing a permanent base for junior soccer and other sports at the reserve.

However, in the following month, the Albanese Labor government pledged to match the election promise made by the Coalition meaning the first stage of the Devlins Road Reserve upgrade in Ocean Grove will get a $5 million kickstart regardless of which party forms the government next month.

This is just one of many instances where both parties have clashed over election commitments to local clubs and reserves, with other examples including FC Eaglehawk, Dwyer Street Reserve, Phillip Island Soccer Club just to name a few.

According to Football Victoria, the 2025 federal election has resulted in a total funding commitment value of $93,560,000 in just the state alone.

So, as Australians head to the polls, it’s clear that the battle for votes extends beyond national issues, with local football sports funding emerging as a key play in shaping community support.

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