Rainbow Laces campaign supported by Premier League

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The Premier League is currently celebrating Stonewall’s Rainbow Laces campaign, as part of a partnership with the lesbian, gay, bi and trans (LGBT+) charity.

A new two-year strategic partnership was announced between the Premier League and Stonewall last week. The league has been partners with the charity since 2017 as it looks to improve inclusivity in the sport.

The partnership will focus on education, LGBT+ acceptance will be encouraged in football programmes for children and young people.

Stonewall’s Rainbow Laces campaign will be in focus across two match weeks from the 4-13 December in the Premier League.

“The Premier League is committed to promoting equality in all we do and we are pleased to extend our relationship with Stonewall through this new strategic partnership,” Premier League Chief Executive, Richard Masters said.

“There is no place for discrimination of any kind in football or wider society.

“Our new partnership focuses on developing the positive LGBT+ inclusion projects we have carried out with Stonewall in recent years.

“A great deal of work has taken place to make football as welcoming as possible, promoting diversity on and off the pitch, and within our clubs’ communities.

“However, we know there is more to do and we look forward to making further progress.”

The campaign has seen Rainbow Laces themed ball plinths, handshake boards and substitute boards – players have been able to show their support through rainbow armbands for captains and rainbow laces.

The Premier League’s digital channels have been changed to feature a rainbow Premier League logo in support of the campaign.

Clubs have also launched initiatives to show their support – ahead of the Tottenham vs Arsenal match yesterday, Tottenham Hotspur Stadium was lit up in rainbow colours.

“We’re immensely proud to announce the next phase of our strategic partnership with the Premier League during this year’s Rainbow Laces campaign,” Stonewall’s Chief Executive, Nancy Kelley said.

“The Premier League’s early support was a huge catalyst for driving change across football and sport more widely.”

“We look forward to continue building on our partnership and working ever more closely with the Premier League to create a game where all LGBT+ people are welcome and able to fulfil their potential in football.”

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PIF Strengthens Ties with FIFA

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Credit: FIFA

FIFA has announced Saudi Arabia’s Public Investment Fund (PIF) as an official partner of the 2025 FIFA Club World Cup.

The long-term partnership between PIF and FIFA sees the former named as an official partner of the newly expanded FIFA Club World Cup, kicking off a broader collaboration aimed at boosting youth participation and supporting grassroots football development.

Details about specific programs and initiatives are expected to be announced soon.

The deal was revealed a week before the tournament began in the U.S. on June 14.

While full information is still limited, an official statement from FIFA and PIF described the partnership as a reflection of their shared goal to grow global participation in sports by creating new opportunities, encouraging innovation, and connecting with fans worldwide.

The announcement also emphasised a focus on young people, noting that the partnership will help support FIFA’s grassroots efforts to engage and inspire the next generation of players.

PIF is the latest organisation to join the roster of Club World Cup partners, alongside established FIFA sponsors like Adidas, Anheuser-Busch InBev, Bank of America, Coca-Cola, Hisense, Lenovo, and Qatar Airways—all of which already have ongoing relationships with FIFA.

PIF also owns a majority stake in Al Hilal, the only team from Saudi Arabia competing in this year’s tournament.

FIFA’s Chief Business Officer Romy Gai welcomed PIF as a partner for the 2025 Club World Cup, emphasising their shared vision to globalise football and the vital role partners play in both the tournament’s success and the broader development of club football.

“We are delighted to welcome PIF as a partner of the FIFA Club World Cup 2025,” Gai said in a press release.

“Together, we look forward to delivering a historic tournament that inspires and unites fans from around the world.

“The partners of the first-ever 32-team FIFA Club World Cup believe in our vision to make football truly global.

“Their support of the tournament will not only be integral to its success but will underpin investment in supporting the development of club football everywhere.”

The partnership between FIFA and PIF marks a strategic alliance aimed at elevating the global profile of club football while fostering youth engagement and grassroots development through the newly expanded FIFA Club World Cup.

AFC signs five-year scouting partnership with Hudl

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Credit: Hudl

The Asian Football Confederation (AFC) has announced a five-year scouting rights agreement with Hudl, one of the top names in sports performance technology and video analysis.

As part of this collaboration, the AFC’s match footage and data will be available on the Hudl Wyscout platform—the world’s largest football video and data database.

This will provide coaches, analysts, scouts, and player development professionals with access to in-depth insights across all AFC-organised competitions.

Hudl, which has supported over 8 million sports professionals worldwide with its advanced video and performance analysis tools, will carry AFC content for the next five seasons.

This includes major tournaments like the AFC Asian Qualifiers – Road to 26, the AFC Asian Cup Saudi Arabia 2027, and the AFC Women’s Asian Cup Australia 2026.

The agreement also covers AFC’s youth tournaments, such as the AFC U23 Asian Cup and multiple editions of the men’s and women’s AFC U20 and U17 Asian Cups, along with the continent’s top club competitions—the AFC Champions League Elite, AFC Champions League Two, and the AFC Women’s Champions League—through the 2024/25 to 2028/29 seasons.

AFC General Secretary Datuk Seri Windsor John said the partnership with Hudl will strengthen the AFC’s data capabilities and give coaches and technical staff deeper insights to improve analysis and scouting.

Data analytics and technology have become an integral part of modern football in recent years, and the AFC is pleased to sign this scouting rights agreement with Hudl,” he said in a press release.

“This strategic arrangement will not only enhance our data and statistical collection but will also empower our coaches and technical staff with access to more detailed and in-depth information, which in turn will elevate their analytical and scouting capabilities.”

Hudl’s Elite Partnership Manager Mateo Bourrut Lacouture said the agreement marks a significant advancement by giving clubs and national teams across Asia full access to high-quality video and data on Wyscout.

“This agreement is a major step forward for clubs, national teams, and analysts across Asia and beyond,” Lacouture said in a press release.

“With the AFC overseeing all top club competitions and the AFC Asian Qualifiers™ in the region, having full coverage on Wyscout ensures that teams can access high-quality video and data for both scouting and in-depth performance analysis of the AFC Competitions.

This will empower clubs and federations to make more informed decisions, enhance player development, and elevate the level of competition.”

The AFC–Hudl partnership marks a transformative step in Asian football, ushering in a new era of data-driven scouting and performance analysis set to elevate the game across all levels over the next five seasons.

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