DAZN & PepsiCo Expand their Global Presence.
DAZN Enters Greek Market with Strategic Antenna Partnership
Global sports streaming giant DAZN has significantly expanded its European footprint by announcing a multi-year commercial partnership with Antenna Group, a prominent international media, content, and entertainment organization, to launch its services in Greece. This collaboration marks a strategic move for DAZN, leveraging Antenna's established reach and local expertise to penetrate a new, passionate sports market.
The partnership kicks off immediately with a major draw: the exclusive broadcast of the FIFA Club World Cup 2025. All 63 matches of the inaugural expanded tournament will be jointly broadcast across Antenna's channels, including up to 15 matches on nationwide free-to-air ANT1, with all games also available to stream for free on DAZN's platform in Greece. This deal is not just about a single tournament; it lays the groundwork for broader joint ventures. Both parties intend to explore the joint acquisition of additional sports rights in Greece and internationally, along with co-branded entertainment and sports bundles across Antenna's diverse platforms. This strategic alliance positions DAZN to become a major player in Greek sports broadcasting, offering fans a rich multi-sport content library that will eventually include boxing from Riyadh Season, Queensberry Promotions, and Matchroom, as well as FIBA’s Courtside 1891, LIV Golf+, WTA, and more.
West Ham United Secures BoyleSports Shirt Sponsorship Amidst Betting Ban Shift
West Ham United Football Club has inked a one-year, reported £12 million front-of-shirt sponsorship deal with Irish bookmaker BoyleSports, effective for the 2025/26 season. This agreement sees BoyleSports replacing Betway, West Ham's main sponsor for the past decade.
The timing of this deal is particularly pertinent given the Premier League's impending voluntary ban on front-of-shirt gambling sponsorships, which is set to come into full effect from the start of the 2026/27 season. This means West Ham's partnership with BoyleSports will be the club's final front-of-shirt gambling sponsor before the new regulations take hold. The move has garnered attention, with some critics raising eyebrows about a Premier League club entering a new gambling sponsorship just one season before the ban, especially in light of ongoing betting-related investigations involving players in the league. For West Ham, it represents a significant revenue stream secured for the transitional period, while for BoyleSports, it offers a final year of high-profile exposure on a Premier League jersey before the landscape shifts.
Gatorade to Fuel F1 Academy from 2026 in Landmark Partnership
PepsiCo’s leading sports drink brand, Gatorade, is set to make a significant impact on motorsport by becoming a key partner of F1 Academy, the all-female racing series, from the 2026 season. This multi-year agreement, extending until 2030, represents a groundbreaking commitment to women's racing and underscores Gatorade's "Fuel Tomorrow" initiative, which aims to provide 2.5 million teens with access to sports by 2030.
Beyond traditional branding, this partnership is deeply rooted in athlete performance and development. F1 Academy drivers will gain direct access to the Gatorade Sport Science Institute (GSSI), receiving personalized hydration strategies, cutting-edge research, and performance testing tailored to the rigorous demands of motorsport. Given that drivers can lose up to 4 kilograms of body weight through sweat in a single race, optimal hydration is critical for peak performance and recovery. This collaboration will provide invaluable scientific support, empowering the next generation of female racing talent. To mark the immediate launch of the partnership, 16-year-old Wild Card driver Mathilda Paatz debuted a Gatorade-branded race car at the recent Canadian Grand Prix, showcasing the tangible impact of the alliance from the outset.
Saudi Pro League Seeks New Domestic Broadcaster Amidst Growth Ambitions
The Saudi Pro League (SPL) is currently navigating a pivotal moment in its commercial strategy as it undertakes a tender process for its domestic media rights. Reports indicate that three bidders have been shortlisted, signaling an imminent change in the league's primary broadcast partner within Saudi Arabia.
This development is crucial for the SPL, which has significantly elevated its global profile over the past year by attracting numerous high-profile international football stars. A new domestic broadcast deal is expected to drive increased revenue, enhance production quality, and potentially broaden accessibility for local fans. As the league continues its ambitious growth trajectory as a key component of Saudi Arabia’s Vision 2030 to diversify its economy and establish itself as a global sporting hub, securing a robust and expansive domestic media partnership is paramount to maximizing its reach and commercial potential. The outcome of this tender will undoubtedly play a significant role in shaping the SPL's future visibility and financial strength.
Read my article on what is next for Saudi football here.
