Liverpool and Coca-Cola combine in partnership

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Liverpool
Image credit; Liverpool

Premier League giants, Liverpool, have partnered with a leader of the beverage industry, Coca-Cola. The world renowned brands announced a long-term partnership with a focus on enhancing the match day experiences for fans at both the men’s and women’s team matches.

Working closely together, both parties will look to deliver a one of a kind, money can’t buy, experience for fans, and offer limited edition merchandise prizes. Coca-Cola is no stranger to the sport of football. The company profits approximately $34 billion dollars annually, and is passionate about injecting money back into the game.

Coca-Cola has a rich history of supporting football at the highest levels, all the way down to the grassroots level. The company introduced itself to football at the 1950 FIFA World Cup in Brazil, with the advertising of its products for the first time. Fast forward to the 1978 FIFA World Cup in Argentina, and Coca-Cola became an official worldwide sponsor of the tournament, and a staple partner going forward. From that World Cup onwards, Coca-Cola would go on to be a worldwide sponsor at every FIFA World Cup to date.

At the grassroots level, the beverage giant has made a conscious effort to make football more enjoyable for kids. The company has poured money into football tournaments for players at grassroots globally, whilst aiming to promote a healthy and active lifestyle for participants. For example, the Copa Coca-Cola Youth Football Tournament event unites over one million teenagers around the world. The Coca-Cola-funded tournament encourages teenagers from 73 countries around the world to play the game whilst learning the values of team spirit, friendship and respect, and the benefits of a balanced diet.

Coca-Cola Europe’s Marketing Experience Director, Michael Willeke, speaking on the Liverpool partnership and the company’s connection with football, said via press release:

“Having been an integral part of the football match-day for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments at home, at bars and restaurants and in the stadiums as part of our new campaign.”

“Football has the power to bring people together and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca-Cola can offer in collaboration with our partners.”

The excitement was echoed by Liverpool’s Commercial Director, Ben Latty, who added via press release:

“We are delighted to have Coca-Cola join our family of official partners. We’re really excited to grow this partnership together and we extend a very warm welcome to Anfield to Coca-Cola. The ambition with all of our partnerships is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”

On the pitch, the financial might that Coca-Cola brings to Liverpool is sure to wet the appetite of fans. A partnership of this calibre is very important for a club looking to compete with Premier league rivals and big spenders Manchester City. The additional revenue stream that Coca-Cola injects to the club can be put towards recruitment and player transfers, ensuring the club remains competitive for years to come.

Football West unveils Football Australia Academy

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Image credit: Football West website

Football West has confirmed its excitement about launching the Football Australia Academy for 2025.

The Football Australia Academy will serve talented boys aged 12 to 15, with a primary focus on player development.

It is in line with Football Australia’s new 10-Year National Technical Strategy and is incorporated into the advanced pathway program nationwide.

The Football West-operated Academy has been created with contributions from various levels of football governance and is aimed at preparing young talent for advancement to higher levels, such as the A-League and national representation.

It has received endorsement from the Football Australia Board, national team Head Coaches, as well as the Football West Board and Game Development Committee.

The full-time boys’ program will run alongside Football West’s girls’ NTC program, which has recently produced graduates like Georgia Cassidy, Ruby Cuthbert, and Ischia Brooking who have competed in the A-League Women’s league and earned selections for junior national teams.

Football Australia Chief Football Officer Ernie Merrick stated that the Football Australia Academy provides a clear pathway for identifying and developing Australian talent.

“The timing for the Football Australia Academy to be implemented in Western Australia as a full-time program has never been more important,” he said via press release.

“This aligns with the National Technical Strategy and direction with the launch of the Football Australia Academy model integrated with our Member Federations.

“Working with young players, Football West, supported by Football Australia, can create a positive developmental environment for both coaches and players that will assist this cohort in progressing their football journey and continuing the strong record of development in Western Australia.”

Football West CEO Jamie Harnwell mentioned that the new Academy would provide talented boys with the best chance to elevate their game to the highest level.

“Football West is thrilled to launch the Football Australia Academy and we look forward to working directly with Football Australia in developing the next generations of West Australian talent,” he said via press release.

“This wasn’t a decision made lightly but made with the best interests of the game as a whole, both for WA and Australia.

“The Football Australia Academy will operate to enhance the technical skills, tactical understanding and high-performance behaviours of players in WA. There is a clear development focus throughout the program. The Football Australia Academy also allows for the identification and progression of coaches, both those in the program and those with the local clubs.

“The Football Australia Academy will expand opportunities for young players across metropolitan, regional and rural areas, ensuring a broader and more inclusive pathway for talent. This approach is designed to complement, not compete with, local club programs.”

To find out more information about trials, click here.

AC Milan and New York Yankees unveil exclusive lifestyle collection

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Image credit: Christian Pulisic Instagram

AC Milan and the New York Yankees, two of the most famous sports teams globally, have teamed up to launch an exclusive lifestyle collection called the ACM x New York Yankees. The collection includes outerwear, headwear, youth items, and accessories.

Both teams are globally recognised not just for their sporting achievements but also as cultural symbols of huge cities in Milan and New York.

The collection features the iconic logos of both clubs, with sleek designs showcasing the Yankees’ “NY” logo and AC Milan’s red-and-black crest. The items blend Milan’s elegant style with the street-savvy vibe of New York, appealing to a broad international audience.

Fans can purchase the collection at Yankee Stadium, MLB Flagship Store in Manhattan, San Siro Stadium, AC Milan stores, and both of the clubs online store as well as the MLB website.

This collaboration builds on the connection between AC Milan and the Yankees’ ownership group, RedBird Capital Partners, founded by Gerry Cardinale. Yankee Global Enterprises acquired a minority stake in AC Milan in August 2022.

AC Milan CEO Giorgio Furlani emphasised the significance of the collaboration.

“With the introduction of the ACM x New York Yankees collection, we celebrate a unique moment in the history of our two iconic brands… The entirety of this collaboration is an homage to the transcendent impact that the cities of Milan and New York maintain on fashion and culture around the world, and we are eager to see that cross-cultural spirit reflected as people enjoy the collection,” Furlani said in a joint press release.

Yankees President Randy Levine echoed this sentiment.

“The New York Yankees and AC Milan are each synonymous with their respective sports and cities… Bringing them together for this project made sense on so many levels, especially considering how our brands resonate among fans of both sports and fashion,” Levine mentioned in a press release.

“We are also thrilled to deepen the ties between our teams and congratulate those who provided input in the design for making a collection that has style and substance.”

The collection’s standout piece is a varsity jacket, along with other items like t-shirts, hoodies, sweaters, cardigans, and New Era baseball caps and beanies.

Co-branded items such as baseballs, playing cards, and notebooks are also available for both sets of fans.

This is an extremely smart business decision by RedBird Capital Partners who utilise their partnership connection for the first time in the two years it’s been acquired.

Combining two of sports’ most iconic teams and brands from sports that are extremely historic and prestigious is going to be popular amongst not only just the fans of the two clubs but of pop culture where the branding is seen in everyday streetwear.

Being from two iconic cities in the world and New York’s very heavy Italian heritage, it capitalises on major markets that will certainly sell these limited edition items in bulk.

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