FIFAe and Sports Interactive launch Football Manager World Cup

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Image credit: Football Manager website

FIFAe and Sports Interactive confirmed an exciting partnership that will see the first ever FIFAe World Cup of Football Manager take place for a prize pool of $149,718.

This is a one-of-a-kind event that will bring digital and traditional football together like never before, celebrating the best esports coaches from around the world.

In the first year of this partnership, chosen member associations will be invited to the final event. Invitations will be based on eligibility and the number of players from each country, ensuring a fair and representative competition worldwide.

The final event will take place from 29 August to 1 September with the location likely to be announced in the coming weeks.

Football Manager is the landmark digital coaching game that allows players to take control of all facets of the club of their choosing, from transfers to team selection to tactics.

The game has rapidly increased in popularity over time and boasted a record seven million players inside the first 100 days of Football Manager 2024’s launch, after cracking a million streams for the first time in the 2021 edition.

However despite the games popularity, it doesn’t have a robust esports ecosystem and lacks the one-on-one competitiveness of their online video game competitors like EAFC and eFootball.

Former Arsenal FC manager Arsene Wenger who is the Chief of Global Football Development at FIFA, has been appointed as the tournament’s ambassador.

Wenger explained the event and ramped up the excitement with a statement and an announcement video.

“I look forward to being part of this exciting new journey. This competition requires participants to demonstrate a profound understanding of football strategy and tactics. Success demands not only mastery of game mechanics but also in-depth football knowledge, making this format a fascinating blend,” Wenger said in a FIFA press release.

“At FIFA, we are dedicated to developing coaches and coaching techniques to give every talent a chance, so I look forward to seeing the best esports coaches from around the world compete at this event and contribute to the global advancement of football management and talent development.”

With more content on the way on the FIFAe social media channels, there is a real excitement about this groundbreaking event that combines one of the fastest growing football video games with a first-time competitive aspect, which will pit the world’s finest gaming tacticians against each other.

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Juventus FC confirms 2025/26 Jeep & Visit Detroit shirt deal

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Image Credit: Juventus FC website

Juventus FC has unveiled a landmark dual front-of-shirt sponsorship deal for the 2025/2026 season, with both jeep and Visit Detroit set to appear a co-branded collaborators across the club’s men’s, women’s, and Next Gen sides. The announcement marks a first for Serie A and European football, as a destination marketing organisation (DMO) joins a top-tier club’s shirt sponsorship.

The agreement builds on Jeep’s long-standing connection with Juventus, dating back to 2012, while welcoming Visit Detroit — the world’s first convention and visitors bureau — in a bold move to merge global tourism promotion with elite football.

Shared Shirt Real Estate, Expanded Global Reach

Under the agreement:

  • Jeep and Visit Detroit will co-feature on the front of Juventus’ domestic kits
  • Jeep retains sole front-of-shirt rights for international fixtures

The co-branding strategy reflects a broader shift in club commercial models, as Juventus looks to diversify revenue streams, grow its global footprint, and strengthen ties to the North American market.

Breaking New Ground in Tourism & Sport

While tourism boards have collaborated with clubs before, this is the first time a CVB has secured front-of-shirt branding at this level — signalling the rise of cross-industry partnerships blending travel, sport, and city branding.

The deal also aligns with Juventus’ push to build deeper connections in the U.S., where Serie A’s popularity continues to climb.

A Shared Focus on Innovation and Reach

All three parties — Juventus, Jeep, and Visit Detroit — say the collaboration is grounded in shared values: innovation, community, and global ambition. Jeep brings legacy and loyalty, while Visit Detroit represents a fresh, lifestyle-led approach to brand engagement.

Both brands will benefit from:

  • Widespread global exposure across multiple teams
  • Integrated marketing and activation opportunities
  • Hospitality and fan engagement initiatives in Italy and abroad

A Sign of Things to Come

Juventus’ new sponsorship model reflects broader commercial trends in football: dual-brand kits, destination marketing, and increased U.S. market integration. The agreement could set the stage for similar deals, especially among clubs seeking to balance heritage brands with emerging categories like tourism and experiential branding.

‘Football For Good’ partnership launched by PFA and Juan Mata’s ‘Common Goal’

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'Football For Good' partnership launched by PFA and Juan Mata's 'Common Goal'
Credit: Professional Footballers Australia (PFA)

Professional Footballers Australia (PFA) has announced a partnership with Juan Mata’s ‘Common Goal’, which aims grow and support the ‘Football For Good’ community in Australia.

This collaboration is the first of its kind between Common Goal and a players’ association, and it aims to tap into football’s potential to create real social impact—both in Australia and around the world.

The partnership was officially launched at a media event in Sydney on last Tuesday afternoon.

As part of the agreement, PFA and Common Goal will work together to:

  • Raise awareness about the Football For Good community among socially conscious and community-focused Australian footballers;
  • Host ‘Football For Good’ events and fundraising campaigns; and
  • Use the PFA’s Footballers’ Trust to help identify and support community projects that players can contribute to.

Australian footballers will also be encouraged to get involved by pledging 1% of their football earnings to Common Goal, or by donating any amount to causes they care deeply about.

All contributions will go toward supporting PFA-accredited grassroots and community-led organisations that use football to create positive social change.

These include:

  • Australian Blind Football
  • Football Empowerment
  • Football Futures
  • Football United (Creating Chances)
  • Heartbeat of Football
  • John Moriarty Football
  • One Ball
  • PlayrProject
  • Pride Cup
  • Reflect Forward
  • Transplant Australia Football Club

 

Western Sydney Wanderers midfielder Juan Mata, who co-founded Common Goal in 2017, was on hand to help launch the partnership and share the message of using football as a force for good.

“Australia has a passionate football culture and has an incredible opportunity to lead with purpose,” Mata said in a press release

“Through this partnership with the PFA, we want to inspire Australian players to see how they can use their platform to make a meaningful difference in their communities and beyond.”

Common Goal Advisory Co-Chair and founder of Football United, Anne Bunde-Birouste highlighted the importance of the partnership.

“Professional player engagement is paramount to supporting our work with children and young people for the inspiration they bring,” Bunde-Birouste said in a press release.

“This world-first collaboration will greatly enable Australian players to get involved with football for good organisations, helping us help our communities through the magic of football.”

A growing number of Australian footballers have already joined Common Goal, including Alex Brosque, Caitlin Foord, Aivi Luik, Angela Beard, Winonah Heatley, Izzy Dalton, Libby Copus-Brown, and Alex Chidiac.

Here in Australia, the initiative is backed by the PFA’s Footballers’ Trust, which gives players a way to donate a portion of their football earnings to causes they care about.

Since launching in 2019, the Trust has helped direct $500,000 in player contributions to 24 different charities, human rights groups, inclusion initiatives, and football-based programs both locally and overseas.

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