Horizm report highlights hugely untapped digital potential for European clubs

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Digital assets platform Horizm has outlined in a new report the ‘huge untapped potential’ for digital partnerships across the European football market.

According to the report, brands activated less than five per cent of digital inventory available across Europe’s six elite soccer leagues in the 2021/22 campaign.

The ‘Brands in Football – The Digital Game’ study showed that 682 brands chose to digitally activate partnerships with teams across the Premier League, LaLiga, Serie A, Bundesliga, Ligue 1 and Portugal’s Primeira Liga this season. However, brands only benefitted from a fraction of the inventory available.

Horizm found that clubs in the six leagues across England, Spain, Italy, Germany, France and Portugal delivered a combined total of €75.6 million ($114.2 million AUD) in activated value for their different partners through content shared on Facebook, Instagram, Twitter and YouTube. Yet, that fell well short of the total digital inventory available – which the report puts at more than €1.5 billion ($2.3 billion AUD).

Video game developer EA Sports received the most activated value in total through 22 different properties, putting it ahead of Emirates Airlines and Adidas.

Sportswear giant Adidas was the most active brand by number of posts. Sports drink brand Gatorade was deemed the most efficient in terms of activated value per post.

At a league level, LaLiga clubs collectively had the highest amount of activated value with €26 million ($39.2 million AUD). The Premier League was second with €24.7 million ($37.3 million AUD) and Serie A was third with €15.4 million ($23.2 million AUD).

The Primeira Liga activated the greatest number of posts with over 14,000. Serie A activated the highest percentage of its available inventory with 12.2 per cent.

Horizm concluded that there is a huge opportunity for brands in soccer, especially when targeting content outside of match days which, although consistent and high performing, is also limited in terms of its availability.

The report added that brands can seize the opportunity to leverage the emotional connection fans have with teams through creative activation of behind the scenes content – a format Horizm notes is increasingly used for engaging younger customers.

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APL and PFA remain without agreement as bargaining tensions continue

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Image Credit: A-Leagues

The Australian Professional Leagues (APL) and Professional Footballers Australia (PFA) remain without a new collective bargaining agreement, with negotiations continuing less than three months before the start of the 2026–27 A-Leagues season.

The APL presented the players’ union with a new one-year interim proposal on August 5, which included an increase to the A-League Women salary cap and a commitment to establish a pathway towards full-time professionalism for the women’s competition within 12 months.

The proposed agreement would provide an interim framework while the two parties continue discussions over a longer-term collective bargaining agreement.

APL chief executive Steve Rosich said the proposal reflected the league’s commitment to reaching a sustainable agreement with players following eight months of negotiations.

However, the PFA criticised the APL for publicly announcing the proposal shortly after presenting it to the union, arguing that the approach had further damaged trust between the two parties.

PFA Chief Executive Beau Busch also said players had overwhelmingly rejected the APL’s previous final offer, citing a lack of trust in the league’s ability to ensure its future.

Full-time professionalism for the A-League Women remains a key priority for the PFA, with players seeking improved conditions and greater investment in the competition.

The A-League Men and A-League Women seasons are both scheduled to begin on 16 October 2026.

With the new season approaching, both parties face pressure to resolve the dispute and establish the framework governing player conditions across the A-Leagues.

 

 

Jeff Bezos consortium set for $2.7 billion Liverpool investment

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Image Credits: Fortune

Liverpool could soon welcome one of the world’s richest men into its ownership structure.

Amazon founder Jeff Bezos is part of a consortium in advanced talks to buy a 30% stake in the club.

The proposed deal values Liverpool at around $8.6 billion (4.5 billion pounds). Bezos has a personal fortune estimated at $363 billion.

The investment would give Fenway Sports Group (FSG) a major financial return. It would also allow FSG to keep control of the club, which they bought in 2010.

The proposal has attracted attention across football. It has also created concern among sections of the Liverpool fanbase.

FSG set for major return

FSG bought Liverpool for $573 million (300 million pounds) in 2010. The ownership group later provided further funding through loans. In the last 16 years, the club has undergone major growth.

Liverpool ended a 30-year wait for a league title in 2020. The club also won the Champions League in 2019. Another Premier League title followed in 2025.

Stadium redevelopment and a new training centre have also increased the club’s value. FSG could cash in on $2.7 billion (1.4 billion pounds) if the 30% share is sold.

The deal would therefore represent a huge return on its original investment. However, whilst the investment would provide a massive cash out for the owners of Liverpool, due to Financial Fair Play there won’t be increased investment in the transfer market.

Why Bezos wants Liverpool

Bezos has explored sports investments before. He has been linked with major American franchises such as the NFL’s Seattle Seahawks.

Liverpool would give him a stake in one of football’s biggest global brands. The club also has a large following in the United States. The New York Times has also reported Liverpool has 26 million fans in America.

That makes the investment attractive for investors looking to expand their reach in global sport. American businessmen Eduardo Saverin and Amit Bhatia are also reportedly involved in the consortium.

The deal would add to the growing American influence across English football.

Fans remain cautious

Liverpool supporters have not automatically welcomed the proposal.

The club’s previous experience under Tom Hicks and George Gillett still influences the fanbase.

Supporters also want greater clarity over the consortium’s intentions. Questions remain over board representation, control and the long-term purpose of the investment.

For many fans, ownership must involve more than financial ambition. The Bezos proposal could strengthen Liverpool’s commercial position. It could also deliver a huge payday for FSG.

But until the consortium reveals more about its plans, supporters are likely to treat the deal with scepticism.

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