Nine Network acquires Optus Sports assets including EPL

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Image credit: TK Kurikawa / Shutterstock.com

Nine Network has confirmed plans to stream matches for Australian football fans in 4K from around the world through the streaming service Stan.

This exciting expansion of network coverage for Stan Sport includes competitions such as English Premier League, Japan’s J.League, the U.S. National Women’s Soccer League and UEFA Women’s EURO 2025™, which will begin on July 3rd.

In addition, select Premier League matches across 2025 and 2026 will be available to stream in 4K for the first time in Australia.

To help support this expansion, Nine has teamed up with Optus, above all, this will ensure that fans moving over from Optus Sport to Stan Sport continue to have a positive experience engaging with football at home.

Stephen Rue, Optus CEO, emphasised that a key priority was ensuring uninterrupted access to football content for Optus Sport subscribers, adding that both fans and the game will be in great hands with Stan.

“One of our key priorities was to find a home for Optus Sport content which would take the game forward and enable all Optus Sport subscribers to continue to receive uninterrupted access to all their favourite football actions. Optus Sport customers and the game of football will be in great hands at Stan,” he said via press release.

CEO of Nine Network Matt Stanton shared his sentiments about the merger, highlighting his pride for the network.

“The full power of Nine will be activated to bring new attention and energy to the Premier League and Emirates FA Cup,” said Stanton. “With more than 20 million Australians engaging with Nine’s platforms every month, we have an unrivalled ability to generate excitement at scale, drive audience growth and deliver meaningful commercial outcomes for our partners,” he said via press release.

Football fans across the country can now enjoy a wide variety of matches streamed to their homes with the highest video quality. This will ensure an elevated, accessible viewing experience for millions of Australians.

This new takeover has caused some controversy amongst fans, however, with the discount being offered along with the 4K, it has provided a positive turn of events.

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

TX Football Forges a Deal with Springvale White Eagles FC

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Supplied by TX Football

Springvale White Eagles FC has confirmed a new apparel partnership ahead of the 2026 season, appointing Tradexco Football (TX) as the club’s official clothing sponsor.

The agreement follows an extensive evaluation process focused on design capability, communication efficiency and service delivery, all key factors in supporting the club’s on and off-field operations. Emphasising collaboration and responsiveness, the collaboration is expected to streamline the kit development process while delivering high-quality apparel aligned with the club’s identity.

Springvale White Eagles FC Secretary, Drazen Ninkovic highlighted Tradexco’s design capability, efficiency and collaborative approach as key drivers behind the agreement.

“Springvale White Eagles FC selected Tradexco (TX) as our clothing sponsor for the 2026 season due to their innovative approach to kit and apparel design and their highly efficient communication process. The absence of intermediaries allowed for direct collaboration, ensuring prompt correspondence and the seamless translation of the club’s ideas into final designs approved for production without delay,” he said via press release.

“The level of customer service provided by the Tradexco team has been exceptional, and we look forward to this partnership developing into a strong, long-term collaboration.”

Supplied by TX Football

Tradexco Founder and CEO, Shah Ali Rajput highlighted the milestone nature of the agreement and the brand’s commitment to delivering value, quality and long-term support at the VPL level.

“We are extremely proud to be working with a VPL club of Springvale White Eagles’ calibre. As our first men’s VPL competition club, this partnership is a significant milestone for us. From day one, our focus has been clear — delivering high-quality teamwear, on time, and at genuine value for the club,” he said via press release.

“This partnership allows us, as a local Victorian brand, to showcase to the VPL league the level of quality, professionalism, and reliability that exists within the local football ecosystem. We will be going above and beyond to deliver the very best on-field and off-field products, supporting Springvale White Eagles at every level and contributing to their continued success.”

This agreement supports Tradexco’s continued commercial expansion, reinforcing its credibility as a high-performance apparel supplier and enhancing its ability to service clubs operating at the highest state-league standards.

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