EFL extends beIN Sports broadcast rights to 2027/28

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Image credit: EFL website

The English Football League (EFL) has extended its broadcast rights agreement with pay-tv provider beIN Sports for an additional four years, offering more games for international fans in 27 territories.

This renewal, which runs through the end of the 2027/28 season, includes the Middle East and North Africa (MENA) region, as well as France, Australia, and New Zealand.

Under the agreement, the Qatari-based network will broadcast more than 300 fixtures each season.

It will be split across 155 EFL Championship matches, 38 League One and League Two games each, and, for the first time ever, all 93 Carabao Cup fixtures.

In Australia, beIN Sports first held full EFL rights in 2015 and will continue well past the 10 year mark as fans of the other leagues now only require a beIN Connect subscription to view every game at $14.99/month.

The extension was negotiated by Pitch International, which manages the EFL’s media rights across Europe, MENA and Asia-Pacific.

Pitch International has successfully negotiated record US and domestic deals that allow every EFL game to be viewed via a legal stream, excluding the 3pm Saturday kick-offs in England (due to the enforced TV blackout).

Mohammad Al-Subaie, CEO of beIN MENA spoke about the great relationship the broadcaster have with the EFL.

“In addition to being the oldest football league in the world, the EFL is also one of the most competitive football ecosystems globally,” Al-Subaie said in a beIN Group media release.

“BeIN is proud to see its relationship with the EFL extended until the end of the 2027-28 season, by which time we will have been together for more than 18 years.

“We look forward to four more years of drama and tension, talent and determination, and are delighted to continue to provide our subscribers access to the finest moments and greatest matches from every corner of English football.”

This is great news for EFL fans in Australia, who can continue watching their favourite teams without needing to switch providers. With beIN Sports also offering coverage of Serie A, Ligue 1 & 2, and La Liga, fans can enjoy a comprehensive football experience with a single subscription.

The EFL has identified the Asia-Pacific region as a key market for future expansion, and securing extended broadcast rights in this area is an important first step toward reaching that goal.

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

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Image credit: Christian Bertrand / Shutterstock.com

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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Supplied by TX Football

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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