Mexican and Ecuadorian Football Associations partner to share refereeing knowledge

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The Mexican Football Association (FMF) and the Ecuadorian Football Association (FEF) came together in August to hold a two-day working session at the Mexican FA’s headquarters.

A refereeing delegation from the FEF travelled to the Mexican city of Toluca on August 17 and 18 to meet with their colleagues from the FMF and representatives from the FIFA regional offices in Panama and Paraguay.

The productive two-day session was held in the framework of the partnership agreement signed between the FEF and FMF, which benefits from the coordination and technical input of FIFA’s Member Associations Americas Subdivision. The link-up seeks to strengthen the ties between the two institutions by establishing internal processes aimed at improving the operations and efficiency of the FEF’s Refereeing Department, while also introducing improvements to the VAR implementation plan.

“In line with The Vision 2020-2023 to make football truly global, the fact that the FEF and FMF have joined forces in this novel partnership fills us at the Member Associations Americas Subdivision with pride,” Javier Gonzalez said in a statement, coordinator at FIFA’s Regional Development Office in Asuncion.

“Over the course of the two years, the associations will have the opportunity to share experiences and knowledge on matters relating to refereeing, which is such a key area within the game. Our visit to the FMF proved to be beneficial. Our colleagues from the Mexican FA offered an overview of their processes in terms of refereeing and how technology has enabled them to achieve greater efficiency.”

Representatives from the Ecuadorian FA’s Referees Committee were able to present their new processes and receive feedback from their counterparts at the Mexican FA, in order to learn about the best refereeing practice implemented by the FMF both on and off the field and analyse every stage of the implementation of the VAR system in Mexico.

The visitors from Ecuador were also offered a first-hand insight into the workings of the Liga MX’s centre for technological innovation, where cutting-edge technology enables staff members to analyse player and referee performance and carry out analysis that enhances decision-making.

“I’m sure we’ll be able to introduce many of these elements within our association and we’ve learned some key points that we hadn’t even considered,” Rogger Zambrano said via FIFA, president of the FEF’s Referees Committee.

Armando Archundia, president of the Mexican FA’s Referees Committee, added via FIFA:

“The most important thing is to exchange views on working methods, both in technical and administrative areas. When I say technical, I’m referring to the work we’re doing on the field of play, including our efforts to guide young, aspiring referees on their journey to becoming top-flight or international referees. As for the administrative areas, it’s all about how to make a refereeing appointment, assess a referee on the basis of a range of objectives, including ratings relating to fitness or technique, knowledge of the rules, and, above all, how they perform on the field of play.”

However, the reach of this particular project extends beyond achieving specific results in relation to refereeing. Over the course of recent months, the two institutions have witnessed just how important it is for FIFA member associations to cooperate with a view to promoting the development of the game globally.

In this regard, FMF’s Inigo Riestra said via FIFA:

“The most important thing is to ensure that all member associations operate to the same standard. One of FIFA’s goals is to allow its associations to grow. Another key element and one that we perhaps didn’t initially realise is that improving refereeing across the world benefits us all. Although the Mexican FA oversees Mexican referees, there’s no question that in the near future, an Ecuadorian referee will take charge of a fixture involving our national team at an international competition. So, at the end of the day, improving refereeing standards globally benefits all national teams.”

The partnership agreement remains in place, with the final phase set to see the Ecuadorian FA present all of the improvements and new processes that have been introduced on the basis of the best practice shared by the Mexican FA and the support offered by FIFA in the context of this agreement, as well as world football’s governing body’s updated refereeing strategy, its Regulations on the Organisation of Refereeing and the improvements made to the VAR system across its main competitions.

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UEFA and Coca-Cola Extend Collaboration Ahead of EURO 2028

UEFA has confirmed that Coca-Cola will once again serve as an official global sponsor for UEFA EURO 2028, marking the company’s 11th consecutive tournament. This partnership, which began in 1988, celebrates a 40-year milestone in one of European football’s longest-standing commercial relationships.

Under the renewed agreement, Coca-Cola will serve as the official non-alcoholic beverage sponsor of UEFA EURO 2028, set to take place across the United Kingdom and the Republic of Ireland.

The deal grants Coca-Cola exclusive pouring rights at all nine host stadiums, visibility in official fan zones and villages, LED pitch-side branding, as well as global digital rights and fan engagement initiatives.

40 Years Strong: Coca-Cola and UEFA Unite Fans Worldwide

UEFA’s Executive Director of Marketing, Guy-Laurent Epstein, highlighted the impact and longevity of the collaboration.

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship. Together, we have created lasting memories across generations. As we embark on our 11th consecutive tournament together, we look forward to delivering even more memorable experiences for supporters,” he said via press release.

Javier Meza, Marketing President for Coca-Cola Europe, described the renewed deal as a key element of the brand’s wider experience-focused marketing strategy.

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA. We will proudly refresh and inspire fans in stadiums, fan zones, and at home. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action,” he said via press release.

Attendees will have access to a range of Coca-Cola beverages, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with options available in low-sugar and sugar-free varieties.

Coca-Cola has played a part in many of the tournament’s most memorable moments, from the 1988 finals in West Germany to recent editions featuring advanced digital activations.

The company will leverage its rights across retail, live events, digital platforms, and in-venue experiences, advancing from traditional stadium advertising to a multi-channel approach to engage consumers.

Macarthur Bulls Teams Up with DLK Advisory

Macarthur Bulls FC has confirmed a colloboration with DLK Advisory, who will come on board as a corporate partner backing the Club’s business and networking events for the coming two seasons.

DLK Advisory, known for its accounting and tax services across family groups, SMEs, government, not-for-profits, and major corporations, will support the Bulls’ expanding business network by enhancing the Club’s corporate events that connect sponsors, partners, and stakeholders throughout South West Sydney and beyond.

As a key element of the affiliation, DLK Advisory will team up with the Bulls’ commercial department to create quality networking experiences that reinforce relationships within the Club’s corporate network and spotlight the energetic, forward-thinking business community linked to the A-League.

Reflecting on the new alliance, David Lilja, Director of DLK Advisory, shared his excitement about the collaboration and the values both organisations bring to the deal.

“We are proud to partner with the Macarthur Bulls as they continue to inspire their supporters and the wider community,” he said via press release.

“This partnership provides a wonderful platform to introduce our refreshed brand, DLK Advisory – a firm built on trust and driven by excellence.

“We provide strategic accounting and tax solutions to a diverse range of clients, and like the Bulls, we are committed to performance, teamwork, and achieving outstanding results. We look forward to supporting the club’s success this season.”

Mark Jensen, Chief Commercial Officer of Macarthur Bulls FC, highlighted the value DLK Advisory will bring to the club’s growing corporate network.

“DLK Advisory are a fantastic addition to the Bulls family, their expertise will add real value to our corporate events program, ensuring our partners and stakeholders have meaningful opportunities to connect, share ideas, and grow together,” he said via press release.

“This partnership reflects our commitment to delivering a first-class experience on and off the field.”

The accord with DLK Advisory opens new opportunities for the Bulls to connect with the business community, fostering innovation, growth, and shared success throughout the region.

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