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England National Teams welcome Xbox as the Official Gaming Partner

Xbox England

The Football Association of England (The FA) have announced a brand-new partnership which will see gaming giants Xbox become the Official Gaming Partner of the England National Teams.

Xbox are now the Official Gaming Partner of the England National Women’s Team, the Men’s Team and the eLions, as well as Wembley Stadium which is connected with EE and St George’s Park.

The partnership between Xbox and The FA is a celebration of the driving principle of inclusivity in play shared by both organisations. This shared vision to welcome all players is expressed in the newly announced partnership’s message: ‘When Everybody Plays, We All Win’.

Xbox has long championed the importance of gaming being inclusive, accessible and safe for all, while The FA have a continued commitment to ensuring that all football participants in England have a great experience regardless of gender, sexuality, ethnicity, ability, faith or age.

Marcos Waltenberg, Director of Global Xbox Partnerships, was excited to see The FA and Xbox joining forces with a mutual ambition driving them both.

“At Xbox we strive to remove barriers and to empower people to experience the joy of play: millions of people around the world find common ground and connect through playing games, as they do with football,” he said.

“In The FA we see a tremendous organisation which has the same drive and ambition to empower people as we do at Xbox. Through our partnership we aim to bring further value to the England Football Teams and power the dreams of players and fans everywhere.”

FA Commercial & Marketing Director Kathryn Swarbrick acknowledged the importance of the alignment between the two organisations.

“We are delighted to be partnering with Xbox, a brand that aligns with The FA’s values. Gaming is loved and embraced by fans across the world and we see this partnership as an opportunity to take that relationship to the next level for all of those connected with English football,” she said.

“’When Everyone Plays, We All Win’ is a message that rings true of what we strive to achieve at The FA and we hope that our inspirational national teams can bring great value to Xbox.

“As a not-for-profit organisation, commercial partnerships are vital in allowing us to continue to invest millions into all levels of the game, so we thank Xbox for that support.”

FIFA’s commercial partnership structure unlocks opportunities

FIFA has introduced a new commercial partnership structure that will provide companies worldwide with increased opportunities to partner with soccer.

For the first time in eight years, FIFA has introduced a new commercial partnership structure that will provide companies worldwide with increased opportunities to partner with soccer.

Three partnership variables have been launched which include women’s football, men’s football and Esports/gaming. As a starting point, brands will now be able to negotiate dedicated partnerships with women’s football and Esports.

FIFA are building on their Women’s Football strategy implemented from 2018, by launching a dedicated women’s soccer commercial vertical to show their commitment to making soccer more accessible for women and girls across the globe. Their main aim from this vertical is to accelerate the growth and equality of the women’s game.

As for opportunities that provides for Australia, it could be a key driver for broadening the business side in women’s soccer, as well as the ever-growing Esports.

FIFA Chief Women’s Football Officer, Sarai Bareman:

“This marks a groundbreaking moment to maximise the growth of the women’s game and its marketing appeal, as we create equal commercial models across Women’s and Men’s Football for the first time,” she said.

“We’re excited about the opportunities for brands who want to support women’s sport, help accelerate women’s equality, and wish to align themselves with the unparalleled momentum around women’s football.”

A dedicated partnerships structure for Esports will allow FIFA to further broaden its gaming footprint. The structure provides exciting opportunities to participate in one of the world’s fastest growing markets.

Overall, FIFA’s new partnership structure includes the following:

  • All partners will receive extensive global commercial rights across national team tournaments.
  • Sponsors will receive global activation rights surrounding the FIFA Women’s World Cup, the FIFA World Cup and/or across all FIFAe competitions.
  • Tournament Supporters will be able to select territorial activation rights for any of the above listed tournaments.
  • FIFA partners continue to hold the highest level of association with global partner status and category exclusivity across competitions.
  • FIFA’s new commercial approach will enable brands to benefit from new opportunities to associate with FIFA’s brand for business-driven purposes

FIFA Chief Commercial Officer, Kay Madati, on the impact these changes will make:

“As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game,” he said.

“The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”

28 Australian Match Officials recognised by FIFA for 2022

Football Australia has announced that 28 of Australia's Match Officials have been appointed to FIFA's Panel of International Referees.

Football Australia has announced that 28 of Australia’s Match Officials have been appointed to FIFA’s Panel of International Referees for 2022.

The list includes Referees, Assistant referees, Futsal referees, and Video Match Officials – all of whom are enabled to officiate FIFA sanctioned tournaments and fixtures.

The list includes four new Australian match officials, featuring two match referees and two assistant referees. They are Daniel Elder and Adam Kersey from the Isuzu UTE A-League Men’s competition, and assistant referees Lauren Hargrave and Kearney Robinson respectively.

With all officials becoming debutants on FIFA’s esteemed list, it serves as recognition on a worldwide scale.

Football Australian Chairman and Chair of Football Australia Referees Committee, Chris Nikou:

“Australian match officials have always been highly regarded within the global football landscape and it is pleasing to see that FIFA has continued to recognise this through the appointment of 28 Australians to the Panel of International Referees for 2022,” he said.

“Congratulations to the new additions to the panel in Daniel (Elder), Adam (Kersey), Lauren (Hargrave), and Kearney (Robinson).”

Football Australia Chief Executive Officer, James Johnson:

“Refereeing remains a key focus for Football Australia, and it is pleasing to see Australian Match Officials once again recognised by FIFA. We congratulate all the 2022 Panel or their opportunity to represent Australian football on the global stage,” he said.“With the FIFA World Cup Qatar 2022™ now just 11 months away and a home Women’s World Cup™ in 2023, it is an exciting time for Australian refereeing and football more broadly.”

Four other Australian match officials are also being acknowledged for their selection to officiate in the AFC Women’s Asian Cup India 2022. Referees Casey Reibelt, Lara Lee, Kate Jacewicz, and Assistant Referee Joanna Charaktis will represent Australia in India over the coming weeks.

Meanwhile, seasoned Australian referees Matthew Cream and Renae Coghill called time on their international refereeing careers at the end of 2021.

The full list of Australian Match Officials selected for FIFA’s Panel of International Referees for 2022 is below:

Name

Role

FIFA International Since

Kurt AMS

Referee

2019

Jonathan BARREIRO

Referee

2019

Christopher BEATH

Referee

2011

Rebecca DURCAU

Referee

2017

Daniel ELDER

Referee

2022

Shaun EVANS

Referee

2017

Kate JACEWICZ

Referee

2011

Adam KERSEY

Referee

2022

Alexander KING

Referee

2020

Lara LEE

Referee

2019

Casey REIBELT

Referee

2014

Ashley BEECHAM

Assistant Referee

2013

Joanna CHARAKTIS

Assistant Referee

2019

Ryan GALLAGHER

Assistant Referee

2016

Owen GOLDRICK

Assistant Referee

2018

Lance GREENSHIELDS

Assistant Referee

2019

Lauren HARGRAVE

Assistant Referee

2022

Sarah HO

Assistant Referee

2004

George LAKRINDIS

Assistant Referee

2016

Andrew LINDSAY

Assistant Referee

2019

Nathan MACDONALD

Assistant Referee

2012

Laura MOYA

Assistant Referee

2017

Kearney ROBINSON

Assistant Referee

2022

Anton SHCHETININ

Assistant Referee

2016

Andrew BEST

Futsal Referee

2017

Jonathon MOORE

Futsal Referee

2018

Ryan SHEPHEARD

Futsal Referee

2009

Darius TURNER

Futsal Referee

2013

Note: Match Officials listed in bold are recognised as FIFA Video Match Officials (VMOs).

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