Manchester United lock in new global partnership deal

Liam Watson
English Premier League club Manchester United have sweetened their portfolio by securing a multi-year global partnership with Mondelēz International.

The US-based multinational confectionary, food and beverage company counts the likes of Cadbury, Oreo, Toblerone, Milka and Belvita within its ownership – and will collaborate with the Premier League side to create co-branded products, as well as interactive campaigns to engage United’s supporters across the globe.

The deal hasn’t been confirmed for its financial worth, but will see Mondelēz looking to tap into a worldwide fan and follower base that has reached 1.1 billion people, according to market research agency Kantar.

The partnership recently began with United’s 3-0 home win against Watford on 23rd February, which included support for Cadbury’s ‘Donate Your Words’ campaign on digital signage.

“Whether it’s Cadbury, Ritz, Oreo, or one of its many other brands, Mondelēz’s products are renowned around the world,” said Richard Arnold, Manchester United’s Managing Director.

“This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”

Colin O’Toole, Associate Marketing Director at Mondelēz has been part of the new deal agreement.

“As a global company with a presence in many different markets our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”

Over the last 12 months, United have struck global deals with the likes of Lego, Marriot Hotels and Konami, showing that while success on the field hasn’t been as it once was, it has had no bearing in attracting new commercial partners.

Despite lacklustre league form since 2013, United continue to be the dominant commercial force in English soccer, having posted record revenues of UK£627.1 million (AU$1.2 billion) for the 2018/19 financial year.

Revenues of UK£135.4 million (AU$266.8 million) for the first quarter of 2019/20 were also announced last November, an increase of UK£400,000 (AU$788,000) on the same period last year. However, the club’s net debt for the quarter climbed 55.5 per cent from UK£247.2 million (AU$487.2 million) to UK£384.5 million (AU$757.8 million).

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GIS and ACPE join forces to strengthen football coaching and tactical development

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The Global Institute of Sport (GIS) and Australian College of Physical Education (ACPE) will support Hills Football Association in delivering a specialist coaching workshop designed to improve player development, tactical understanding and performance analysis.

Taking place on Wednesday, 21 October 2026, at the ACPE campus in Sydney Olympic Park, the workshop will bring together experienced football coaches and performance analysts to explore practical approaches to developing players’ tactical awareness, decision-making and understanding of the game.

Titled Developing and Supporting Players’ Tactical Understanding, the event will run from 6pm to 8.30pm and feature two workshops focused on translating coaching theory and performance analysis into practical learning environments.

Former Matildas head coach Tom Sermanni, who has also led the national women’s teams of the United States, Canada and New Zealand, will present the first session, Working with International Players.

The workshop will examine how coaches can design training sessions that develop tactical execution under realistic match conditions, with an emphasis on practice design, player decision-making and effective coaching behaviours.

The second session, From Video to Understanding, will be facilitated by experienced performance analysts from GIS and ACPE.

Participants will explore how match footage can be used to strengthen tactical learning, encourage player reflection and develop independent decision-making.

The session will also examine how coaches can structure effective video reviews that align with coaching objectives and a team’s playing model.

Supporting the next generation of football coaches

The initiative highlights the growing importance of combining traditional coaching methods with modern performance analysis to support player development across Australian football.

As clubs and football organisations increasingly seek to improve coaching standards, access to practical education and industry expertise remains an important component of developing more effective learning environments.

The workshop is designed for coaches seeking player-centred approaches that encourage footballers to read the game, understand tactical situations and make better decisions on the pitch.

Participants will receive two hours of Football Australia Continuing Professional Development (CPD) recognition.

For GIS, the collaboration provides another opportunity to connect its specialist sports education and analytics expertise with the practical demands of football coaching.

The institute delivers postgraduate sports education through online learning and stadium-based campuses internationally, including Sydney’s Allianz Stadium and SCG.

Its Sydney offering includes the Master of Sports Analytics and Master of International Sports Business, supporting the development of professionals across the sporting industry.

ACPE, established in 1917 and based at Sydney Olympic Park, brings extensive experience in sport, health and physical education, with a strong emphasis on industry-focused learning and practical professional development.

Together with Hills Football Association, the two education providers aim to equip coaches with practical knowledge that can be applied directly within their football environments.

Event details

  • Event: Developing and Supporting Players’ Tactical Understanding
  • Date: Wednesday, 21 October 2026
  • Time: 6pm to 8.30pm
  • Venue: ACPE Campus, 10 Parkview Drive, Sydney Olympic Park NSW 2127
  • Presenter: Tom Sermanni
  • Facilitators: Performance analysts from ACPE and GIS
  • CPD: Two hours of Football Australia Continuing Professional Development

Coaches interested in attending are encouraged to register through the event’s official registration channel.

For more information about the education providers, visit Global Institute of Sport and Australian College of Physical Education.

Football NSW backs 20 female coaches with qualification scholarships

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Image Credit: Football NSW

Football NSW has supported 20 female coaches to complete their AFC/Football Australia C Diploma qualification in 2026, using scholarships funded through Football Australia and CommBank’s Growing Football Fund to reduce the cost of coach education.

The initiative included a dedicated female-only C Diploma course delivered by Football NSW in April and May, attended by 13 coaches. An additional seven received support to complete courses closer to their local communities, improving access for coaches across metropolitan and regional New South Wales.

Football NSW Head of Women’s and Schools Football Hayley Todd said the scholarships had helped address a key barrier to coaching development.

“These scholarships have helped remove a significant barrier for many female coaches seeking to progress their coaching journey,” Todd said.

Todd said the combination of a female-only course and support for locally accessible qualifications had created pathways for 20 women to develop their skills and contribute to football in their communities.

The program reflects an ongoing challenge for the sport: increasing women’s participation also requires investment in the coaches who lead teams, develop players and help shape club environments.

By helping cover qualification costs, the scholarships give recipients an opportunity to strengthen their coaching knowledge and leadership capabilities while expanding the pool of qualified female coaches available to clubs.

The support also connects to the wider Growing Football Fund, a joint Football Australia and CommBank initiative aimed at creating more opportunities for women and girls in the game.

The fund’s community grant program offers eligible clubs and associations grants of up to $5,000 to help attract or retain women and girls in football, with applications for the 2026–27 round closing on 20 October 2026.

The governing body also offers Women in Football Coaching Scholarships worth 50 per cent of course costs, with applications limited.

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