Swiss uniqFEED virtual ad technology gets Bundesliga greenlight
June 9 – The Bundesliga has licensed Swiss firm uniqFEED to deploy its AI-powered AdApt virtual advertising software across top-flight matches.
Digital platforms
Liverpool launch ‘All Red’ platform to streamline digital membership
May 22 – English Premier League (EPL) champions Liverpool have leapt ahead in the content race with their launch of ‘All Red’ – a streamlined, digitally integrated membership program that unifies all paid services and fan engagement under one platform.
Egypt’s Al Ahly is first African club to trade on FIFA’s digital collectibles platform
May 9 – Egypt’s Al Ahly SC, Africa’s most decorated football club, has become the first team from the continent to feature on FIFA Collect – FIFA’s official digital collectibles platform, developed in partnership with blockchain technology provider Modex.
LAFC brings Wicket’s facial recognition technology to BMO Stadium
May 7 – Los Angeles Football Club (LAFC) has partnered with computer vision firm Wicket to launch facial authentication technology at BMO Stadium, allowing supporters to enter the ground and make purchases using only their face.
EA Sports FC extends Gillette deal with sponsorship of free Ultimate Team packs
May 2 – EA Sports FC has digitally deepened its revenue push with a renewed partnership with Gillette just days after the rollout of its first-ever paid battle pass – moves aimed at reenergising its flagship football simulation title amid mixed reception and growing player fatigue.
Bundesliga and China Mobile Migu commit to deeper engagement
April 30 – Bundesliga International and China Mobile Migu have signed a Joint Declaration of Intent in Frankfurt, underlining their shared ambition to strengthen cooperation in one of football’s most commercially important markets.
Bet365’s new ‘super sub’ betting feature wins gamblers over
April 30 – The online betting business is a fast-moving and uncompromising business whether you are a bookie or a bettor. The ability to move fast and adapt is crucial to success. Online betting powerhouse Bet365 is reporting a significant uptake for its ‘Sub On, Play On’ feature, and big payouts.
Sorare extends NFT player card deal with AS Monaco
April 30 – AS Monaco and Sorare are sticking together through 2027, extending their partnership in the fast-moving world of digital collectibles and fantasy football.
LAFC takes content management to next level with ScorePlay deal
April 30 – Los Angeles Football Club (LAFC) continues its tradition of innovation with the announcement of a groundbreaking partnership with leading artificial intelligence platform ScorePlay. Since joining Major League Soccer (MLS) in 2018, LAFC has established itself as a pioneer both on and off the pitch.
EFL expands fantasy game offer to is promotion play-offs
April 25 – The English Football League (EFL) has added a new layer to its digital engagement strategy with the launch of the first-ever Fantasy EFL Play-Offs game, designed to capitalise on the heightened drama of the season’s final promotion play-off weeks.
Bayern launch Instagram channel for training and talent spotting
February 26 – Youth talent development and global scouting are key weapons in the arsenal of clubs looking to get an edge, and that’s one of the reasons FC Bayern Munich have just released @fcbayernpathway.
EA FC calms the finance crowd with its tech substitutions, but will they win the game?
February 12 – A month ago EA Sports was facing serious concerns about its grip on the football gaming industry. A 17% drop in its stock price, a downgraded fiscal forecast, and underwhelming early performance from EA Sports FC 25 raised doubts about whether the company’s dominance in the market was beginning to slip.
Croatian FA looks to Kadena blockchain deal to upscale fan experience
February 12 – The Croatian Football Federation (HNS) and global blockchain company Kadena have announced a partnership running through 2028, including the 2026 World Cup and the 2028 European Championship, aimed at delivering new types of experiences to Croatian national team fans, regardless of their location.
Sacked: 2025 edition of Football Manager game cancelled
February 10 – One of the world’s most popular video games, Football Manager will not have a 2025 edition after its maker Sports Interactive announced the game has been cancelled.
Chelsea look to take a step closer to their global fanbase with Twilio partnership
February 5 – Premier League Chelsea have announced a multi-year partnership with Twilio, making the customer engagement platform an official supplier across both the men’s and women’s teams.