Not so long ago, only what happened on the pitch would make compelling stories. However, emerging trends have emerged to confirm the importance of what happens outside the pitch. Back by technology, new ways for consumer and fan engagement have since emerged with creative clubs maximizing the opportunities. As …

Etihad, Emirates and Turkish Airlines are well known airline brands that have remained glued to football to build brand visibility and loyalty through football sponsorship. Like the airlines listed above, Nigerian airline brand, Value Jet, has since identified football as a tool to boost its brand appeal by sharing the …

  By Ojeikere Aikhoje When Premier League champions, Liverpool FC, opened the 2025/26 Premier League season with a 4-2 win over Bournemouth at Anfield, on Saturday, the impact of the comeback was felt here in Nigeria. Excited fans celebrated what they believed is the start of another campaign that will …

Darwin Nunez agrees to sign for Al-Hilal. A recent study shows that Saudi Arabia’s sports investments are softening global perceptions, especially among younger generations   By Simon Chadwick Sports now plays a key part of Saudi’s transformation strategy, aiming to reshape the country and project soft power. ollowing a wave …

  In what is the first of its kind in the Nigeria Premier Football League, new boys, Kun Khalifat, has announced casual dining brand, Old English Bar & Grills, as their front-of-shirt sponsor for the 2025/26 season. Kun Khalifat made the announcement via a post on its Official X account. …

(L-R) Ayo Ojuroye, Moses Itauma, Kunle Soname   Moses Itauma’s first round victory over Dilian Whyte in Saudi Araba, has further strengthened the global ambition of leading sports betting platform in Nigeria, Bet9ja.   Just days before Itauma’s big fight against Whyte, Bet9ja signed the boxing sensation as their new …

  Manchester United and Coca-Cola are set work closely together to bring fans even closer to the club through engaging activations, digital content and community-driven initiatives – all designed to create memorable experiences for our fans across the UK and Europe, following the announcement of a new three-year partnership. The …

Crystal Palace Football Club has welcomed SunExpress, a joint venture between Lufthansa and Turkish Airlines, as the club’s Official Airline Partner in a new three-year agreement The partnership will have a strong digital focus, launching with a dedicated player-led video campaign, and will see the partners collaborate on a series …

  Get to know the 20 top-flight coaches, their careers, achievements and milestones With the Premier League fast approaching, meet the 20 managers who are set to lead their clubs in 2025/26. Mikel Arteta (Arsenal) Mikel Arteta was appointed on 20 December 2019. As a player, Arteta began his youth …

Heavyweight sensation, Moses Ituama: Bet9ja’s latest Brand Ambassador Bet9ja, Nigeria’s leading betting brand, powered by Logifuture – has announced a significant sponsorship of  heavyweight boxing sensation, Moses Itauma, to significantly increase brand’s visibility globally. The sponsorship deal was announced ahead of headline Dillian Whyte bout in Saudi Arabia and marks …