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PepsiCo agrees ‘strategic partnership’ with EA Sports FC

PepsiCo has announced a new multi-year global partnership with EA SPORTS making three of its flagship brands – Pepsi, Gatorade, and Lay’s – proud new partners of the hotly-anticipated football gaming property, EA SPORTS FC.

Through this partnership, which is born out of a mutual ambition to shape the future of football fandom, PepsiCo is proud to champion and support EA SPORTS FC. The strategic agreement will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans, and it allows PepsiCo to further develop its rich heritage within the football entertainment space, forming part of its overarching business strategy to deliver engaging fan experiences and activities that unite the realms of football, music, and gaming.

Global ambassadors from PepsiCo’s lucrative roster of football talents – such as Vini Jr (Brazil and Real Madrid) and Leah Williamson (England and Arsenal) – and will feature in forthcoming activations, including entertainment crossovers, in-game integrations, and on-pack promotions that will grant fans access to exclusive experiences and must-have in-game rewards. The partnership will also provide a platform to further collaborate on existing PepsiCo initiatives, encouraging participation in football and gender equality in the sport.

Adam Warner, head of global sports and partnerships at PepsiCo, commented: “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”

David Jackson, Vice President of Brand at EA Sports FC, added: “For years, PepsiCo’s brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA SPORTS FC. We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.”

With an illustrious track record of working with prominent names and entities in sports and entertainment, PepsiCo boasts a rich history in football, making it the ideal food and beverage partner for the exciting new EA SPORTS FC brand. More information and activities will be revealed soon; fans can stay updated and join the conversation by following PepsiCo on Instagram and Twitter.

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Marketing & Sponsorship

Rangers, Alliance Française Boost Female Players’ Education

Rangers, Alliance Française Boost Female Players' Education

In a groundbreaking initiative that blends sports with education, Rangers International FC have launched a partnership with the Alliance Française Education and Cultural Centre in Enugu to provide French language training for members of their newly established women’s team.

The move, described as a major step toward holistic player development, is the brainchild of Rangers’ General Manager, Amobi Ezeaku, and aligns with the club’s vision of building well-rounded athletes.

Unveiled during a courtesy visit to Alliance Française on Thursday, the collaboration seeks to equip the players with essential language skills to boost their chances of international success and ease cultural integration abroad.

“We want to go beyond just training on the pitch. This initiative is about sharpening the mental capacity of our players,” said Ezeaku. “Learning a new language, especially French, will prepare them for challenges they may encounter in foreign environments.”

The initiative is seen as part of the two-year-old management’s wider strategy to revolutionize women’s football within the club and across Nigeria.

Director of Alliance Française, Enugu, Mrs. Ijeamaka Ezeilo, commended the club’s forward-thinking approach, describing it as “a bold step that could redefine the development of women’s football in Nigeria.”

“This partnership is not just about language. It’s about raising the intelligence and global readiness of these young women. It is a mission we are committed to seeing through,” Ezeilo said.

She added that the project will also contribute to the broader societal goal of empowering the girl-child through education, promising to lead the process to a meaningful and lasting outcome.

This partnership signals a refreshing shift in Nigerian football, emphasizing not just physical training but also intellectual empowerment, especially for women athletes who have often been marginalized in developmental programs.

As Rangers International FC set a new standard, this could inspire other clubs across the country to rethink their approach to player development.

Sports.ng

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8th AFC Medical Conference Secures Aspetar Partnership

8th AFC Medical Conference Secures Aspetar Partnership

The Asian Football Confederation (AFC) announced Aspetar Orthopaedic & Sports Medicine Hospital as the Premier Partner for its 8th AFC Medical Conference, which will be held from July 21 to 25, 2025, in Kuala Lumpur, Malaysia.

Aspetar, a FIFA and AFC accredited Medical Centre of Excellence, is a global leader in sports medicine and science, and has been a long-standing supporter of the AFC, collaborating on several landmark medical projects over 15 years.

The AFC Medical Conference, launched in 1995 in Tokyo, is a platform for knowledge exchange among medical professionals, researchers, and football stakeholders.

AFC General Secretary Datuk Seri Windsor John said: “The AFC is proud to welcome Aspetar as a Premier Partner of the 8th AFC Medical Conference, as we continue our pursuit of the highest standards in football medicine across Asia.

“Aspetar has consistently led the way in athlete care, not just within the context of Asia, but also as a respected institution in the global sports medicine community.”

The Kuala Lumpur Conference will cover artificial intelligence in sports medicine, muscle injuries in football, insights from the FIFA World Cup 2022, sports dentistry, and high-performance rehabilitation, as well as explore emerging areas such as genomics and women’s football.

Dr. Abdulaziz Jaham Al-Kuwari, CEO of Aspetar and a member of the Conference’s Organising and Scientific Committee, said: “As a member of the organising and scientific committee, I am proud to help shape a programme that integrates cutting-edge research, clinical innovation, and practical applications to foster collaborative solutions addressing the unique challenges faced by athletes today.”

Insideworldfootball.com

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Spur Announces Partnership With Sharp Corporation

Spur Announces Partnership With Sharp Corporation

Tottenham Hotspur is delighted to announce a partnership with Sharp Corporation for our summer pre-season tour of Asia.

The partnership will see AQUOS – Sharp’s smartphone and television brand – promoted across the Club’s digital platforms during the tour, bringing its highly-innovative products to a global audience of over 125 million.

Promotional campaigns will take place in Japan, Taiwan, Singapore and Indonesia to strengthen the appeal AQUOS – renowned for delivering high-definition visuals that create an immersive experience.

Hiroyuki Shimizu, Division Manager, Product Planning Department, Mobile Communication BU, Sharp Corporation said: “We are very pleased to announce our partnership with Tottenham Hotspur. AQUOS has long enriched people’s lives with beautiful visuals and advanced technology. By supporting Spurs’ pre-season tour, we will work together to create unforgettable moments for their passionate fans across Asia.

“Through this partnership, AQUOS embraces and shares Tottenham Hotspur’s spirit of ‘To Dare Is To Do.’ We are committed to accelerating the pursuit of innovation that creates new value and we look forward to delivering the unique appeal of AQUOS to a wider audience.”

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur said: “We are proud to provide Sharp Corporation – another world-renowned, industry leader – with a unique platform to showcase its AQUOS technology to a truly global audience around our highly-anticipated tour of Asia this summer.”

Sharp Corporation has been a contributor to the development of electronics for more than 110 years. Based on the spirit of its founder – “Make products that other companies want to imitate” – the company has been driven to continually develop innovative products and core technologies for consumers around the globe.

Tottenhamhotspur.com

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