US Soccer and Bank of America forge landmark partnership

The United States Soccer Federation (US Soccer) has announced a significant long-term partnership with Bank of America, marking the financial institution as the first official banking partner of all 27 US national teams.

This includes the senior men’s and women’s teams, as well as the federation’s youth and extended squads.

In August, Bank of America partnered with FIFA to become a global sponsor of the 2026 World Cup, which will be co-hosted by the US, Canada and Mexico.  In December, it expanded its collaboration with FIFA by sponsoring the revamped Club World Cup.

While no financial figures have been made public, the deal is reportedly worth AU$161 million.

The agreement also sees Bank of America join as a founding-level partner of US Soccer’s National Training Centre, which is set to open in Atlanta, Georgia, in 2026.

The founding level represents the top tier of partnerships for the facility, and Bank of America is only the second company to achieve this status.

With this deal, Bank of America becomes US Soccer’s 16th strategic partner and its ninth new sponsor since the organisation assumed control of its commercial rights at the start of 2023.

In recent months, US Soccer has secured other high-profile sponsorships, including agreements with global health company Haleon and chemical firm Henkel.

The federation’s sponsorship roster already features notable brands such as Volkswagen (presenting partner), Nike (kit supplier), Allstate, AT&T, Marriott Bonvoy, Anheuser-Busch, Coca-Cola, Visa, and Ticketmaster.

Domestically, Bank of America is already well known for its prominent sports sponsorships, including its naming rights partnership for the Bank of America Stadium in Charlotte, North Carolina.

As part of its agreement with US Soccer, Bank of America will also work on community and fan engagement initiatives, further embedding itself in the sport’s grassroots and supporter culture.

David Wright, US Soccer chief commercial officer spoke with enthusiasm about the big move.

“This landmark partnership marks one of the largest long-term investments in US Soccer history, and Bank of America’s global leadership will help catapult our sport,” Wright said in a press release.

“Bank of America shares our commitment to growing the game, investing in female leaders, and significantly bolstering our efforts in service to soccer on all fronts.”

David Tyrie, Bank of America’s chief digital officer and chief marketing officer shared the importance of their connection to football with this deal.

“Our investments in the US Soccer Federation and in soccer overall provide unique and ongoing opportunities to build client relationships, engage our teammates, and drive positive economic impact, locally and globally, as the most popular sport in the world takes centre stage over the next two years and beyond.” he said in a press release.

This partnership could prove transformative for the United States as a co-host of the 2026 FIFA World Cup, offering a significant opportunity to elevate the sport’s domestic profile.

Under the guidance of legendary coach Mauricio Pochettino, the national team is focused on rebuilding after disappointing performances, including a group stage exit in 2022 and failing to qualify for the tournament in 2018.

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Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

UEFA and Unilever renew partnership

UEFA has embraced Unilever as an Official Global Partner of the UEFA Women’s EURO 2025, kicking off in Switzerland on July 2 until July 27, 2025.

Unilever’s deal with UEFA builds off of their 2024 partnership and will see a wide array of Unilever’s Foods and Personal Care brands ignite their own integrated advertising campaigns to connect with fans and consumers in and out of the stadium, including household names like Dove, Rexona, Knorr and Hellmann’s.

UEFA marketing director, Guy-Laurent Epstein expressed UEFA’s excitement to work with Unilever again.

“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025,” he said in a press release.

The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

General Manager of Unilever Foods Europe, Robbert de Vreede conveyed his enthusiasm for Unilever’s involvement in the upcoming Women’s EURO 2025.

“We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods,” he said in a UEFA press release.

“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

General Manager of Unilever Personal Care Europe, Fulvio Guarneri detailed why the collaboration between UEFA and Unilever was a perfect fit.

“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025,” he said via press release.

“It’s a great time for women’s football and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Unilever joins an exciting list of brands for the UEFA Women’s EURO 2025 tournament, including household names such as adidas, Amazon, AXA, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, Lidl, PlayStation and Visa.

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