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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.”

Rockdale Ilinden FC secure $1.3m for facilities upgrade

Rockdale Ilinden FC

Historic Australian footballing side Rockdale Ilinden FC have announced that the Rockdale Ilinden Sports Centre will be receiving $1.3m for the construction of a new pavilion, following a pledge made by the Labor government prior to their Federal election win.

A facilities upgrade has been long overdue for the National Premier Leagues NSW 1 side, with the club’s growing number of women’s teams needing to be catered for. As a result, the pavilion will include women’s change rooms, referees change rooms and a gym, which come at a crucial time in the lead up to the 2023 Women’s World Cup.

The timing of the announcement comes after Football Australia’s “equaliser” campaign was recently launched to ensure clubs have female friendly facilities. It is also a key pillar in the Club’s ongoing push to finally secure a Girls SAP licence, alongside a women’s NPL licence.

In a press statement, the Ilinden club thanked a number of people that made this pledge possible.

“We wish to congratulate the Honourable Anthony Albanese MP and our local member, the Honourable Linda Burney  MP- Member for Barton on their re-election to the Australian Parliament.

“The Club sincerely thanks the newly formed Albanese Government for its commitment to women’s football.

“We also wish to acknowledge and thank the ongoing support of our supportive Bayside Council, our State Members of Parliament and Football St George.”

Project timeframes and expected completion will follow shortly.

New Zealand Football and Good Sports to promote positive youth sporting culture

Good Sports

New Zealand’s national governing football body, New Zealand Football, has teamed up with Good Sports to create positive sporting experiences for children by educating and supporting parents and other adult influencers in youth sport.

A further 15 national and regional sport organisations have signed up to Good Sports, which is an initiative developed by Aktive. This includes nine National Sports Organisations – Badminton NZ, Basketball NZ, Gymnastics NZ, Hockey NZ, Netball NZ, NZ Cricket, NZ Football, Snow Sports NZ, Surf Lifesaving NZ – and six Regional Sports Trusts – Active Southland, Sport Bay of Plenty, Sport Manawatu, Sport Northland, Sport Waikato and Sport Whanganui.

Aktive and Sport NZ will work closely with these organisations to implement Good Sports and develop strategies to better engage and support parents. Good Sports is well aligned with Sport NZ’s ‘Balance is Better’ philosophy and is being used as part of Sport NZ’s national parent approach.

Aktive Chief Executive Jennah Wootten says Balance is Better and Good Sports are complementary and the growing momentum will benefit tamariki, rangatahi and whānau around the country.

“With a number of challenges in children’s sport stemming from adult involvement, Good Sports focuses on raising adults’ awareness about their behaviours and how these impact youth sport. It examines what parents can do differently to ensure children and young people are enjoying sporting experiences,” she said in a statement.

“Together with Sport NZ, we are proud to work with sport organisations to implement Good Sports in their communities. It is fantastic to see the enthusiastic response and the important difference this is making for our tamariki and rangatahi in developing a lifelong love of sport.”

Andy Boyens, Technical Director at New Zealand Football, is excited to join Good Sports and provide even better experiences on and off the pitch.

“NZF are excited to join the Good Sports journey because we know the significant value that our football parents and volunteers give to the development journey of our young people playing the beautiful game across Aotearoa. We want to make sure that those people are well informed and have the knowledge, skill and confidence necessary to support young footballers to enjoy a life long love and enjoyment in our game,” he said in a statement.

The incoming group of organisations will engage in the first of two residentials this year in Hamilton from May 30 to June 1, where they will start in a 12-month accelerated learning environment designed around creating more targeted engagements with parents.

Sport NZ’s national parent approach focuses on supporting national and regional organisations to engage more effectively, support and deliver initiatives to parents and whānau through the provision of tools, resources and research.  Additionally, Sport NZ utilises digital platforms such as the Balance is Better website and Sport NZ social media channels to provide information to help parents grow their understanding of the important role they play in youth sport.

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