Welcome to The Soccer Business Global Brief

Welcome to the first edition of The Soccer Business Global Brief - our new Tuesday offering looking at innovation and new ideas in the soccer industry internationally. Every Tuesday, this short briefing will track where the global game is heading. That means new revenue streams, technology and fan engagement, plus media rights, sponsorship and merchandise. It will also cover emerging markets and under-developed leagues, where investors may see opportunity.

The Global Brief won't chase the news that Europe's sports business outlets already cover. Instead it aims to be a source of ideas and best practice, drawing on real cases designed for professionals in the space. THere are two sections - In Focus - which goes deeper in a topic and a news round-up. It sits alongside the Friday newsletter, which stays focused on North America and won't change. You'll get both automatically, and you can opt out of either. If you have ideas or feedback, email me at simon@thesoccerbusiness.com.

In Focus: Fan Reward Programmes are Evolving

Rewards programmes are well established in the game but they haven't always delivered effective results for clubs and now new approaches are being introduced aiming to generate more than just a way to give priority to high demand match tickets or give points for club merch purchases.

This past week, Serie A club Palermo announced a new fan reward programme this which rewards much more than attendance and online engagement. Pinkers, built by SmartMedia Technologies (SMT) and live since 7 October, pays fans in points for three types of activity. The first is participation: matchday check-ins, polls, predictions, trivia and games, many of which require no purchase. The second is spending. Supporters link an eligible debit or credit card once and then earn automatically on qualifying purchases with participating merchants, in-store or online. The third is referrals, which earn bonus points for each friend who joins.

Points can be redeemed for match tickets, merchandise, signed memorabilia and experiences involving the club, its players and the Renzo Barbera stadium. Palermo say the scheme is meant to reward fans "whether or not they can make it to the stadium". Useful for a club which is looking to tap in to the broader Sicilian diaspora inside and outside Italy. Supporters who sign up by 31 October get a Founding Member digital collectible, which unlocks future rewards.

What interests me most is the potential of the merchant network. That starts locally, with regional and international brands to follow - it is a way to encourage fans to shop with sponsors and partners, something which in time could begin to add value to future deals. Palermo, part of City Football Group since 2022, say the scheme will give them a richer picture of how different supporters follow the club. It also lets sponsors link activation to measurable fan behaviour, rather than relying on exposure alone.

Goals become benefits

Brazilian clubs are taking a slightly different route. In September, Flamengo announced a partnership with Torcedor Premiado, a CRMBonus subscription programme. Fans pay R$15 a month for credits redeemable at participating retailers, restaurants and brands. Extra credits are awarded when Flamengo score, there is a guaranteed monthly minimum, subscribers enter prize draws, and part of the income goes to the club.

​Santos followed in October, in a deal facilitated by NR Sports. Torcedor Premiado will appear on the player's shorts until the end of 2027, pairing sponsorship exposure with revenue that can grow as more supporters subscribe. Fans pay for benefits here rather than earn points, but in both models commercial partners get a role in the relationship beyond advertising.

Back in Italy, Juventus are exploring a third format. SuperQuickQuestion (SQQ), part of the club's Forward Squad 2026/27 cohort, turns 60-second live video calls with a player into a reward. Fans earn a call through a purchase, loyalty or promotional action, and every submission is screened by an AI safety filter before it goes live. The platform has already powered activations for FanDuel, Verizon and multiple US professional teams, and is expanding into real-time translation and in-stadium formats. Juventus say the pilot will test how it can deepen global fan engagement and open up new sponsorship rights and data opportunities.

Does rewarding behaviour work?

Sometimes the aim of such programs is to influence fan behavior in and around the stadium. An Open Loyalty case study of Club Brugge reports a 13.3% rise in merchandise and food-and-beverage spending per fan after launch. The share arriving at least 30 minutes before kick-off rose from 34.2% to 43.4%, and resold tickets increased by 52.71%. The figures come from the supplier.

Arsenal's aim with their scheme has also been to maximize entry to the stadium, Speaking on the Let's Talk Loyalty podcast, then senior loyalty manager Karen Dumbrell said: "We want a full stadium." Points encouraged supporters who couldn't attend to release tickets, and the most popular reward was entry into draws for match tickets. This approach is being adopted by a number of clubs who are frustrated by season ticket holders leaving their seats empty.

It's not about 'loyalty'

These are not really loyalty schemes, since no one switches clubs for better rewards. They are participation and commerce tools. Clubs looking for better ticket utilisation, earlier arrivals, higher spending or more useful sponsor activation should consider them, and subscriptions offer a route to recurring revenue from distant fans. The evidence for targeted rewards is encouraging, but the newer models, have yet to be fully tested. We'll keep an eye on how this programmes perform.

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Europe

Netflix has secured exclusive rights to broadcast all matches of the 2030 FIFA World Cup, the tournament's 100th anniversary, to fans in Spain and Andorra. Spain is a co-host of the tournament with Morocco and Portugal. It is the first time the streamer has secured rights to the men's World Cup. Netlix has rights to the next two editions of the Women's World Cup (2027 and 2031) for the United States and Canada.

· L’Oréal has become Paris Saint-Germain’s official beauty partner through 2028. The partnership begins with Vichy Laboratoires as skincare and haircare partner of the men’s first team, with product integration at the training campus and stadium, athlete-wellbeing initiatives and supporter experiences. Announcement​

· Uber Eats has become Real Madrid’s official delivery partner in Spain until June 2029. The agreement includes fan campaigns, content and experiences, while Uber also becomes an official partner, with potential future ridesharing initiatives around the Bernabéu. Announcement​

· Chelsea has appointed Chinese automotive group GAC as the men’s team’s official automotive partner, extending a relationship established during its preseason tour. Planned activities include AION vehicle displays, digital content and fan experiences, with vehicles escorting the team on selected matchdays. Announcement​

· Hasbro and the Football Association have agreed a multi-year Peppa Pig licensing collaboration launching in summer 2027. Former England international Jill Scott will voice a new character, Libby Lioness, with the partnership covering broadcast and YouTube content, toys, apparel, sporting accessories and publishing. Full story​

· Leeds United chairman Paraag Marathe says the club could explore AI-assisted dynamic ticket pricing, potentially offering lower prices to frequent, engaged supporters while charging more for other inventory. The proposal remains under consideration; the club is not currently using AI to make those pricing decisions. Full story​

· The Scottish Professional Football League reported record group distributions of £49.6 million, up £7.6 million, with group income reaching £58 million. The distributions include league payments, cup prize money, women’s-league payments and broadcast-related facility fees. Full story​

· Betano has signed as an official sponsor of UEFA Euro 2028, extending the partnership established at Euro 2024. The betting brand’s parent, Kaizen Gaming, also has relationships with the UEFA Europa League and Conference League. Financial terms were not disclosed. Announcement​

· Crystal Palace are seeking outside investment, reportedly through the Raine Group, at a valuation close to £900 million. Sportcal links the search to a proposed expansion of Selhurst Park; Woody Johnson reportedly paid about £190 million for a 43% stake in July 2025, a sale Raine also helped arrange. Full story​

· Phenix Sports Invest has brought former Real Madrid player Marcelo and rapper Snoop Dogg into a bid to buy Nantes, according to AS. The offer is reportedly about $117 million, rising to $146 million with bonuses tied to a return to Ligue 1, and needs approval from France’s financial regulator, the DNCG; the club has been owned by the Kita family since 2007. Full story​

· Bordeaux will play in the sixth tier this season after being sanctioned for failing to provide about €10 million needed to meet financial requirements. US investment group Park Bench bought the club for a symbolic €1 last month and agreed to take on the remaining debt, which is being halved from €26 million to €13 million under a 12-year continuation plan awaiting a commercial court hearing on 20 October. Full story​

· RedBird founder Gerry Cardinale says he wants to build a “Milanese sports and entertainment platform” around AC Milan, speaking on Bloomberg’s Screentime. He hopes to bring an NBA team and arena to the city, while the club has bought San Siro and plans a new 80,000-seat stadium. Full story​

· Paris Saint-Germain’s plan for a 70,000-seat Parc des Princes faces a legal obstacle: reaching that capacity is seen as requiring the roof to be removed, which people close to original architect Roger Taillibert oppose and his daughter could challenge in court. If the roof cannot be altered, capacity may be capped near 60,000, which may not justify the investment for Qatar Sports Investments; the club is leaning towards staying and buying the stadium from the City of Paris. Full story​

· The.Team, the sports agency formerly known as Wasserman, has acquired London-based creator agency Outreach Talent Group, with terms undisclosed. Emilio Arciniega becomes its senior vice president of creators, adding to a football-led run of deals that includes a May stake in Italian agency GG11. Full story​

Asia

· The Indian Super League has announced coverage across Sony Sports Network, Sony LIV and free live streaming on YouTube for the 2026–27 season. Sony’s agreement covers two seasons, with the new campaign kicking off on 10 October. Full story​

· Alrajhi Bank has become an Official Global Supporter of the AFC Champions League Elite, AFC Champions League Two and AFC Women’s Champions League for the 2026–29 cycle in Saudi Arabia. The Asian Football Confederation agreement builds on the bank’s Asian Cup partnership and includes coin-toss rights, player-escort programmes, stadium experiences and digital activation. Announcement Meanwhile, Visa has renewed as the AFC’s global payment services partner for the same competitions and cycles. Benefits include preferred card acceptance at the Champions League Elite finals, ticket pre-sales for cardholders, coin-toss rights and stadium and digital activations. The deal was brokered by Asia Football Group, the AFC’s exclusive commercial agency. Full story​

· A redevelopment plan for Melbourne’s Arden Central precinct, published by mistake on a staging website, includes an “Arden Campus” for Melbourne Victory with a women’s and youth pathway hub. The plan, not yet official, also features a 5,000-seat Live Nation music venue and about 5,400 homes; an announcement was expected this month. Full story​

Africa

· Namport, Namibia’s ports authority, has announced a three-year, N$90 million commitment to sport and football. The N$30 million annual backing includes support for national and regional leagues, women’s football and match officials, according to a presidential statement welcoming the investment. Full story​

· The Nigeria Premier Football League has announced a three-year title-sponsorship agreement with Euromatch worth $7.5 million, according to BusinessDay. The sports-entertainment brand has committed $2.5 million annually, with the deal unveiled in Abuja on 7 October. Full story​

Americas

· PRODI, the ownership group of Atlas, plans a 40,000-plus-capacity stadium in Guadalajara with the Universidad de Guadalajara, designed by Populous. PRODI says it will invest nearly 5 billion pesos (over $270 million) with no public funds; the Ciudad de UdeG development will also host the university’s Leones Negros and more than 200 events a year, with 56 suites and 16 boxes. The first match is targeted for 2030. Full story​

· Brazil’s government has signed a provisional measure banning online betting houses and their advertising, and Fluminense responded by putting Superscore on the front of its shirt against Coritiba. The sports-statistics platform belongs to the same group as master sponsor Superbet, whose contract runs to 2029; 14 of 20 Série A clubs have a betting main sponsor, and São Paulo has used the same workaround. Full story​

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