TikTok partners with COPA90 in effort to bring fan-first content to the platform

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TikTok has partnered with COPA90 as the lead content partner to bring fan-first football content to its communities in an effort to cement its position as the home of fandom for football culture.

Global football media company COPA90 is working with TikTok and a diverse selection of key talent and influences from across Europe to produce a bold programme of innovative formats and original shows.

The intention of this content is to showcase the inspirational power of international tournaments, the melting pot of cultures and the collective creativity of fans in delivering a month-long celebration of football.

Already the entertainment has kicked off for the EURO 2020 tournament, with the ‘Get to Know’ segment featuring fans from each of the 24 participating nations sharing everything you need to know. The aptly-named ‘Starting XI’ segment encourages the audience to select a series of different starting teams following increasingly fun and challenging parameters.

Amongst the exciting content still to come is ‘The Flare Button’, TikTok’s first ever live, vertical, football studio format, providing the must-watch alternative to the traditional half-time broadcast show featuring ex-footballers, musicians, comedians and many more guests.

Additionally, COPA90 are rebooting their ground-breaking fan-first format ‘Fans Daily’, with 24 creators, one from each competing country, bringing together all the greatest fan moments from across the continent, delivered in under a minute.

The partnership builds on the wealth of football-related content already on TikTok. The platform is already a social hub for football fans, with 100M people across Europe using TikTok to share in football experiences every month, deliver comedic commentary and celebrate the most memorable moments of the beautiful game.

Head of Partnerships and Community for TikTok, James Stafford, was delighted at the prospect of teaming up with COPA90.

“Football on TikTok has had meteoric rise in the build-up to an exciting Summer of football, it has become a place where our community can follow their favourite football players, teams and creators as well as share their own unique football experiences,” he said.

“We are delighted to be working with COPA90, whose expertise and understanding of the modern football fan has resulted in new and dynamic content formats, bringing our community even more unique opportunities to engage throughout this iconic tournament.

“We are really looking forward to working with COPA90 to bring the spirit and passion of the competition to our community of football fans.”

COPA90 Chief Executive Tom Thirlwall on the agreement:

“TikTok is the perfect platform to capture the creativity and energy of football fans. We are thrilled to be bringing COPA90 formats and ethos to the TikTok community and look forward to sharing even more engaging and inspiring football content through the app.”

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Melbourne Victory teams up with Superdry

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Image credit: Melbourne Victory

Melbourne Victory has confirmed a new alliance with Superdry, marking the beginning of an exciting collaboration between the two brands.

As part of the deal, Superdry came on board as the official off-field clothing partner for the club’s friendly match against Wrexham AFC at Marvel Stadium on July 11th, fans at the game were able to enjoy some great giveaways from the brand.

Superdry is a modern, fashion-forward brand celebrated for blending vintage Americana and Japanese-inspired graphics with a distinctive British twist.

Their use of high-quality fabrics, unique washes, intricate hand-drawn artwork, and expertly tailored fits truly sets them apart from the crowd.

This one-of-a-kind style has earned Superdry worldwide popularity and a dedicated, ever-growing celebrity following.

Melbourne Victory Managing Director Caroline Carnegie said the club was thrilled to team up with such a high-quality brand for an event that promised to be a memorable experience for all football fans.

“Our partnership with Superdry for this event is a great opportunity for us to work with a quality brand that is well aligned with our fans and values as a Club,” Carnegie said in a press release.

“I look forward to seeing the team arriving for our match against Wrexham AFC kitted out in the latest range at Marvel Stadium this week.”

To celebrate the collaboration, fans will have the chance to win a 2025/26 membership pack and a $1,000 Superdry voucher, plus the unique opportunity to shop at a Melbourne Superdry store alongside their favourite Victory player – fans should keep an eye on Victory’s social media for all the competition details.

Alastair Davies, General Manager of Licensed Brands at Superdry, said the brand is excited to support Melbourne Victory and connect its British roots with Australia’s sporting culture.

“Superdry is proud to dress Melbourne Victory as they face off against Wrexham AFC,”  Davies said press release.

“As a brand born in the UK, it’s rewarding to see our British heritage connect with Australia’s sporting culture on a global stage.”

This partnership marks an exciting new chapter for both Melbourne Victory and Superdry, bringing style and sport closer than ever.

Wellington Phoenix unveil Dynasty Sport as new apparel provider

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Image credit: Wellington Phoenix

Wellington Phoenix have confirmed a new partnership with Dynasty Sport, who will become the club’s official apparel provider from the 2025/26 A-Leagues season onwards.

Under the agreement, Dynasty will design and produce apparel for the Phoenix men’s and women’s teams, as well as kit out the club’s eight academy sides from early 2025.

The New Zealand-based brand, launched in 2018, is renowned for supplying high-quality, ethically and sustainably produced sportswear to professional and grassroots organisations across New Zealand, Australia, and the Pacific Islands.

Dynasty Sport is a leading provider of premium custom sportwear, built on decades of top-tier experience in the global sports industry. With their deep passion for sport, they proudly supply high-performance on and off-field apparel to professional clubs, schools, grassroots teams, athletes, and businesses across New Zealand, Australia, and around the world.

The men’s new home kit for the upcoming A-League Men season has already been completed and will be unveiled on Thursday, 10 July, three months earlier than usual, to coincide with the highly anticipated friendly against Wrexham AFC. Fans can also look forward to two alternate away kits, ensuring the Phoenix can proudly wear their traditional home colours when they play in Wellington or Christchurch.

The women’s home kit and two alternate away strips are set to be revealed in September, ahead of the A-League Women campaign. In addition, Dynasty will release a lifestyle range for Phoenix supporters later this year, providing a wider selection of merchandise for fans.

This deal sees Wellington Phoenix join a growing list of clubs and organisations working with Dynasty Sport, whose focus on sustainable manufacturing and innovative designs aligns with the Phoenix’s values on and off the pitch.

Phoenix general manager David Dome spoke positively about the new agreement.

“We couldn’t be more excited to have Dynasty Sport as our new apparel partner,” Dome said via club statement.

“Not only does their apparel look amazing and feel great to wear, but they have blown us away by how much they’re committed to helping the Phoenix succeed.

“We’re excited to work with Tyler and the Dynasty team over the next three years, creating designs and a range that truly resonate with our fans and reflect the spirit of our club.”

Dynasty Sport co-founder and director Tyler Rakich spoke about the importance of the company extending to the professional football space.

“This marks another significant step in our expansion into the pro football space,” Rakich said in a press release.

“We’re very excited to launch the new custom range for players, staff and fans, from the elite level performance kit to the fan apparel and fresh new lifestyle range.

“We are confident there is something for every fan regardless of colour preference and style and we are excited to launch the full range in September this year!”

The deal provides Wellington Phoenix with a modern, sustainable apparel solution while strengthening their commercial footprint and giving fans exciting new ways to show their support.

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