Signs of strength as Sheffield United announces deal with global finance firm CFI

Sheffield United & CFI

Recently promoted English Premier League side Sheffield United has signed a significant commercial partnership with CFI Financial Group.

This agreement is real recognition of the historic club’s power and welcomes it back to the top flight in style. The deal will allow CFI to feature its logo on the front of the Blades shirts for the entire 2023/24 season.

CFI Financial Group is an award winning global multi-asset broker based out of Dubai. With 25 years of experience, CFI offers a diverse range of financial services in over 100 countries.

According to CFI’s website some of the services offered by the firm include; “Competitive trading conditions with spreads from zero pips, commissions as low as zero on major pairs, fast execution, and no minimum deposit to trade thousands of financial instruments across Stocks, Forex, Commodities, Indices, ETFs, and other asset classes. In addition, the Group is renowned for its excellent client support, daily technical reports, free webinars, and dedicated account managers, ensuring a best-in-class trading experience for clients in over 100+ countries.”

Sheffield United’s Head of Commercial, Paul Reeves expressed the power that having an international sponsor has for the identity of the club.

“We have worked extremely hard to get CFI on board as we begin our journey back in the Premier League. Having an international sponsor as our principal partner shows the global attraction of the club both on and off the pitch. We extend our thanks to Hisham Mansour and his team at CFI for their commitment to secure this new partnership,” he said via press release.

CFI Financial Group Co-Founder and Managing Director, Hisham Mansour, touched on the Blades rich history and the power that the Premier League and the club’s global outreach may have for the firm.

“We are honoured to have a relationship with a club that has such a rich tradition and history in the game of football. Sheffield is the birthplace of football, and we are excited to be at the beginning of another new chapter in the club’s story. Sheffield United and the Premier League offer worldwide exposure for our business, and that is something we are very keen to embrace. We are proud to be the Principal Partner and Official Financial Trading Partner and hope this collaboration will be mutually beneficial,” he added via press release.

This deal is a real sign of seriousness by the promoted club and shows their desire to be recognised alongside their peers as a strong side in English football.

The partnership will also help both parties reach new global audiences helping to promote and strengthen their brands in the process. This introduces existing fans financial services they may not have been able to access before something sure to help strength the wider Sheffield community.

The Blades face a tough season ahead establishing themselves in the topflight but with strong partnership like this business is backing the club to succeed. So now its just up to the club to prove them right.

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France’s LFP eye return of Ligue 1 to traditional broadcast platforms

The French Professional Football League (LFP) are hoping to again attract a traditional broadcast partner for the 2027/28 campaign, believing there is renewed interest in their domestic football media rights.

Ligue 1 – the top division of professional football in France and home to PSG, Marseille et al. – has been without a traditional broadcast partner since 2025 following a series of failed deals and the exhaustion of their potential partner market.

In place of a traditional broadcast deal the LFP launched its own direct-to-consumer platform, which presently carries all ten Ligue 1 matches each week. The platform has attracted around one million subscribers.

The LFP had hoped a return to a traditional broadcast partner could be on the cards from the 2029/30 season, however given their assessment that market interest has returned, they are expected to bring that tender process forward by two years. 

LFP Media chief executive Oliver Bramly believes the time is right to amend a situation that proved deeply unbecoming for a league as esteemed as Ligue 1 – considered, until recently, an indisputable member of Europe’s ‘Top Five’ leagues. 

‘Before I joined, the idea was to issue a tender for the period covering 2029 -2034,’ Bramly told SportsPro. 

‘But the reaction was that this was too far away. Streamers … [and] all the pay-TV platforms expressed a clear interest in a bid for the period between 2027 and 2032.’

‘It’s a once-in-a-lifetime occasion to get a domestic league in a big market like France at an affordable price.’

In March, the LFP presented research that indicated 59% of 9.9million football fans in France watched Ligue 1 via illegal pirate platforms.

Article first appeared in SportsPro. 

Ernie Merrick: ‘There are many clubs that would be fantastic additions to the A-League’

Ernie Merrick will be forever recognised as a key figure through the A-League’s golden early years. Appointed Melbourne Victory’s foundation manager in 2004 he led the club to not just silverware, but legitimacy and respect in a serious sport city.

A Scottish migrant and PE teacher by trade, Merrick was the youngest of the NSL’s managerial crop when he started with Preston in 1987 in the era of Thomson, Arok & Matic; when he finished with Newcastle in 2020 he was the elder statesman in the A-League age of Postecoglou, Popovic and Arnold.

For the places the game took him and all he achieved – including time as national team manager of Hong Kong – Victory supporters can comfort themselves in the fact that for whatever they feel towards Merrick and his iconic group of players, that feeling is mutual.

‘Yes, definitely,’ Merrick told Soccerscene Unfiltered when asked if managing Victory was the highlight of his career.

‘I think success is [fans] having identification with players, especially. We had Victorian boys playing for Victory.

‘That second year I was determined to have a complete pre-season. Archie Thompson bought me a birthday cake with 200 candles and said “Ernie, we’ve had 200 training sessions. We should celebrate this” – so he was looking forward to a big year, and we won the Grand Final 6-0.’

Nearing 20 years on, Victory and the A-League in general haven’t managed to drive forward as would have been hoped. Unsurprisingly that comes as painful to Merrick, as does the change in landscape regarding his other great passion and contribution in player development. 

‘I’m disappointed, as would most people be, that it’s struggled so badly. To me, there’s something missing,’ said Merrick of the current state of the A-League.

‘Those players we produced at the AIS and VIS went on to be the golden generation. Unless the league is fixed, there’s going to be ongoing problems with the financial status of things.

‘You just cannot earn enough money from selling a youngster, who you might get a million for, who then becomes worth several million in a few years if he does well. Maybe there’s a bit too much of selling players early.’

As someone who gave enduring service across Australia’s two domestic leagues, his voice holds weight in the consideration as to whether it’s time to now blend the, in today’s hyper-corporate landscape.

‘South Melbourne and Preston are two clubs that are perfect for the A-League, I think, down the track. They’ve set up, they’ve endured, they’ve been resilient, they’re playing good football and they’ve got a home base with a home crowd, which is far better than starting a club up from scratch.

‘All those players coming through those squads and the number of supporters they’ve got would be a huge addition. In Sydney too, there’s Marconi – there are so many good clubs around that I think would make a great addition to the A-League.’ 

Merrick also spent thirteen years as head coach at the Victorian Institute of Sport. He feels modern player development is an equation we still haven’t got right, post the closure of the AIS’ football program in 2017.

While many argue the move to club-based academy structures has seen Australia fall more in line with global practice while still producing players of quality, Merrick still feels there is merit in a national high performance program, in addition to club academies.

He was in the process of setting up state academies through the Member Federations during his time as Football Australia’s chief football officer from 2022-25. While the Victoria project was short-lived, academies in Tasmania, Western Australia and South Australia continue to run, but it appears the broader expansion of the concept has been abandoned.

‘I think both systems should work [together] equally well. When I started with the FA program clubs thought they would lose players to us, but I didn’t take any of their players. We offered the opportunity of a high-performance program to other youngsters.

‘We could develop players completely; we weren’t restricted to playing 4-3-3 to combine with the way the first team were playing. We provided more of a rounded education, and good players can play in any system.

‘We managed to affect the coaches involved so they were up to date with the latest information on methods of coaching, etc.’

Catch the full chat with Ernie Merrick on Soccerscene Unfiltered: from being two-footed by a 15-year old Kevin Muscat to his enthusiasm for the future of the Socceroos, his memories of Wellington and Newcastle, and plenty more…

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