Everton FC add streaming platform KICK as shirt sleeve sponsor

Everton & KICK

Everton has partnered up with new, innovative online streaming platform KICK who became their new sleeve sponsor for the 2023/24 season.

Founded in October 2022, KICK is reinventing live streaming based on a creator-first model, with creators receiving a favourable 95-5 split of subscription revenue generated on their channel.

KICK is financially backed by Stake.com, Everton’s shirt sponsor for the 2023/24 season, and its clear that this influenced the decision to add KICK as a shirt sleeve sponsor.

This collaboration will focus on enhancing the matchday experience for Evertonians with a range of exciting activities and innovations that will bring fans closer to the club.

KICK will also become the official Streaming Partner of Everton, with the club aiming to collaborate with some of the world’s most recognised content creators – on a platform that has 15 million registered accounts.

Richard Kenyon, Everton’s Chief Commercial and Communications Officer, is excited to start this innovative collaboration.

“We’re really pleased to announce and launch this innovative partnership with KICK,” he said via press release.

“Working with KICK provides us with some fantastic opportunities to reach and engage with new audiences over the course of the coming season and we already have some exciting plans for matchday experiences, starting this week with our fixture against Sporting CP.

“We look forward to working with KICK and presenting new opportunities for our supporters, while providing valuable global exposure for KICK as they continue their impressive growth.”

Akhil Sarin, Director of Acquisition for KICK, mentioned why they are getting involved in the football community:

“Partnering with Everton is an exciting step forward for KICK,” he added via media release.

“We are a young, ambitious brand and to join forces with a global football powerhouse will do wonders for us. We can’t wait for Everton fans and the football community to see what our platform has to offer and the incredible content that will be showcased there.” he finished explaining in a joint media release.

Everton have smartly picked this collab in an attempt to reach a bigger global audience and attract more fans. Whilst the attendance is consistently sold out, there are concerns that the fan engagement in non-existent at Goodison Park and it’s always positive to see the club take a proactive approach.

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Melbourne Victory’s brand-new infrastructure strategy

Melbourne Victory & SEDA

A-League giant Melbourne Victory has revealed a brand-new extensive infrastructure strategy to foster and support tomorrow’s footballing stars.

The strategic infrastructure plan set out by Victory will aim to develop youth and women’s football programs by providing improved access to world class footballing facilities and player pathways across Victoria.

To achieve this, Melbourne Victory has opted for a campus model to enable players access to connected and consistent facilities across the North, East, South and West of Melbourne, all within an hour’s journey of Victory’s club administrative centre and the A-League Men’s training facilities at Gosch’s Paddock.

The club also intends to build another campus within the Melbourne city centre, with the first campus location to be announced by the club soon, as it continues to review and assess possible sites across the city.

Melbourne Victory Chairman, John Dovaston, explained why the club had chosen the campus model.

“The announcement of this project, and the direction taken, is aimed at ensuring we are best placed to attract and retain football talent across the State,” he said in a press release.

“Our innovative approach will allow us to have a number of campuses with not only an elite focus, but also, an eye on building our community to ensure that all Victorians have an opportunity to participate and engage in our game.”

Melbourne Victory Managing Director, Caroline Carnegie, outlined why the new infrastructure strategy was so important to the club.

“It is well understood that sport and football can influence social cohesion, and it’s our responsibility as a Club to establish infrastructure and programs that can positively impact members of the community, regardless of gender, background or location, whether that be through training the next generation of football stars, or using football as a vehicle to lead, unite, connect and inspire the community more broadly,” she said via press release.

“By enabling Victory to connect with communities across the North, South, East, and West of AAMI Park, our spiritual home, we can truly grow the Victory family and set new standards for elite facilities in our Pathway and community programs.”

The infrastructure project is an important move for the club, allowing it to grow, improve and future-proof its current suite of footballing programs. Currently, Victory operates nine elite and 23 pathway programs, providing services to over 16,000 participants across Victoria. Through the campus model, the club hopes it will be able to more efficiently develop the new generation of A-League and national team players.

“The priority is to provide not just an entry point for individuals to engage and participate in football, but to keep them engaged and provide a holistic journey to grow the Victory family across the State,” Carnegie continued.

“We are excited about the opportunities that the project can provide and the potential for growth for our Club and for football in the future.”

Melbourne Victory will continue to issue updates as it sets on the 5-year-plus journey to complete the entire project. For more information on the club’s major infrastructure strategy, access the plan HERE.

 

PFA issues legal threat to Premier League over new financial rules

The Professional Footballers’ Association (PFA) has issued a legal threat to the Premier League, warning of potential legal action if new financial rules are passed without union consultation and approval.

The PFA alleges that the league and its clubs have deliberately withheld critical information about the proposed squad cost rules (SCR) and top-to-bottom anchoring (TBA). These changes, according to the union, could severely impact player wages and club finances.

Legal Warning Over SCR and TBA

The Premier League and its 20 clubs voted on the proposed rules during a meeting on 13 February. In a letter addressed to the league and its stakeholders, the PFA’s legal team stated they “anticipate being instructed to commence legal proceedings” if the rules are approved without adequate consultation with the union.

The union has demanded a written guarantee from the league by 4 pm on 11 February, confirming its intention to fully consult the PFA on the matter. Failure to do so will also trigger legal action.

The PFA described the proposed squad cost rules and top-to-bottom anchoring system as “fundamentally flawed” and expressed deep concerns about their potential consequences for players and clubs alike.

What Are the SCR and TBA?

The squad cost rules (SCR) would limit clubs to spending a maximum of 85 per cent of their revenue on squad-related expenses, aligning with similar rules introduced by UEFA. From next season, UEFA plans to reduce its revenue-to-spending cap to 70 per cent for clubs involved in its competitions.

The top-to-bottom anchoring (TBA) system, however, is more contentious. It would enforce a strict cap on how much a club can spend on squad costs, calculated as five times the amount received by the club earning the least from central Premier League funds.

Critics, including the PFA, argue that TBA effectively introduces an indirect cap on player salaries. Some clubs, such as Manchester United and Manchester City, have also expressed opposition to the proposal, fearing it would weaken their ability to compete with elite European teams.

Accusations of Withholding Information

The PFA has accused the Premier League of failing to follow proper consultation protocols, which are required for any matters impacting player wages or conditions.

Under the rules, the Premier League and English Football League (EFL) must consult with the PFA through the Professional Game Negotiating and Consultative Committee (PFNCC). Any changes that affect players cannot proceed without the union’s agreement.

However, the PFA’s lawyers, Mills and Reeve, claim the Premier League missed its own deadline to provide an updated version of the SCR before Christmas. Instead, clubs received the document on 9 January—too late for meaningful discussions during a PFNCC meeting held on 8 January.

The union further alleges it only received the full 87-page SCR manual after an ad-hoc PFNCC meeting on 20 January, despite indications that clubs had access to the document as early as July last year.

PFA’s Position on the Financial Rules

The PFA remains firmly opposed to the introduction of TBA, stating it imposes an unnecessary cap on player wages under the guise of financial regulation.

The union believes such measures are not only unfair to players but also risk undermining the competitiveness of Premier League clubs on the international stage.

In their letter to the Premier League’s legal team at Linklaters, the PFA’s lawyers described the handling of the proposed financial rules as “flagrant breaches” of the league’s obligations to consult with the union.

As the 13 February vote has taken place, the tension between the PFA and the Premier League appears to be escalating, with the prospect of legal proceedings looming should the union’s demands for consultation remain unmet.

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