Marketing & Sponsorship

Saudi Arabia set to host 2034 FIFA World Cup after Australia withdraws

Saudi Arabia has all but sealed the hosting rights for the 2034 FIFA World Cup after Australia pulled out of the race hours before the FIFA deadline today.

The Middle East giants threw their hat in the ring soon after the world football governing body announced that the 2034 edition can only be held in Asia or Oceania.

The Gulf nation soon gathered plenty of support, including the backing of Asian Football Confederation (AFC) President Sheikh Salman bin Ibrahim Al Khalifa, as Australia emerged as the only challenger.

But the co-hosts of the 2023 FIFA Women’s World Cup decided against it and instead will concentrate on the 2026 AFC Women’s Asian Cup and the 2029 Club World Cup.

“We have explored the opportunity to bid to host the FIFA World Cup and – having taken all factors into consideration – we have reached the conclusion not to do so for the 2034 competition,” a statement from Football Australia read.

“Instead, we believe we are in a strong position to host the oldest women’s international competition in the world, the AFC Women’s Asian Cup™ 2026, and then welcome the greatest teams in world football for the 2029 FIFA Club World Cup.

“Achieving this – following the FIFA Women’s World Cup Australia and New Zealand 2023™ and with the Brisbane 2032 Olympic Games – would represent a truly golden decade for Australian football.

“For international tournament hosting, the Australian time zones provide significant opportunities for broadcasters, and we are within touching distance of billions of people in Asia and Oceania, which also helps to provide a strong commercial outlook for competitions.”

Australia had hopes previously when Indonesia announced its intention of a joint bid only to do a U-tun a week later and back the Saudis.

If Saudi Arabia win, it will be the second Gulf country to host the World Cup in a span of 12 years after fierce rivals Qatar staged the event last year.

Crown Prince Mohammed bin Salman and his regime has been criticised by the international community for sportswashing to cover up for the accusations of human rights violations.

Homosexuality is a crime in the country, while the nation has been under fire for its record on women’s rights, free speech, and its role in war in Yemen since 2015.

Bin Salman was also allegedly behind the murder of Jamal Khashoggi, a Saudi dissident journalist, who was was killed by agents of the Riyadh Government at its consulate in Istanbul in 2018.

The 38-year-old has vowed that Saudi Arabia will continue to sportswash if it helps to increase the nation’s gross domestic product.

Infantino was recently pictured along with bin Salman during the launch of mega prize money annual Esports World Cup, an industry that the country has invested heavily in.
Jeddah has already been chosen to host this year’s men’s FIFA Club World Cup, and a bid from the country for the 2035 FIFA Women’s World Cup has been mooted.

The 2026 FIFA World Cup will be held in the United States, Mexico and Canada – the first hosted by three countries.

Spain, Portugal, and Morocco will almost certainly host the centennial FIFA World Cup in 2030, requiring just the formalities of a successful bidding process and ratification by next year’s FIFA Congress.

Plans for special one-off matches in Uruguay, Argentina and Paraguay are also in place.

Marketing & Sponsorship

Soft2Bet Secures Divisionsforeningen Deal, Expands In Denmark

Online Malta-based bookmaker Soft2Bet has agreed a two-year deal with Denmark’s Divisionsforeningenin to sponsor the second, third and fourth tiers Danish football.

Soft2Bet will activate the sponsorship via its brands Betinia and CampoBet. The top flight will be rebranded Betinia Liga, while the second and third divisions will named CampoBet 2 Division and CampoBet 3.

No value was given for the sponsorship.

Betinia launched in Denmark in 2023 while the CampoBet brand debuted last year. Soft2Bet has expanded in the Scandinavian market having also launched in Sweden.

Oksana Tsyhankova, CMO of Soft2Bet, said: “With a strong focus on localised, responsible experiences through Betinia and CampoBet, we support both the growth of the game and the communities behind it.”

Soft2Bet will support local football initiatives, with a focus on talent development, fan engagement and youth participation.

Claus Thomsen, Director of the Divisionsforeningen, said: “The fact that there will now also be a name sponsor for the third and fourth best tiers is a tribute to all the work the clubs have done to deliver a fantastic product, create ever better conditions and increase awareness of the tier.”

Online casino and sports betting revenue in 2024 reached DKK7.27 billion (£811.2 million), according to SBC. Sports betting accounted for DKK2.21bn.

Insideworldfootbal.com

Marketing & Sponsorship

NLO, NTA Partner For Live Playoff Broadcasts

In a landmark move aimed at strengthening grassroots football development, the Nationwide League One (NLO) has announced a strategic broadcast partnership with the Nigerian Television Authority (NTA) to air its ongoing playoff matches live across the country.

The initiative, unveiled by NLO Chief Operating Officer Mr. Sola Ogunnowo, underscores the league’s commitment to expanding national access to the exciting action within Nigeria’s third-tier football structure.

With this deal, fans from all corners of the country will be able to witness the raw talent and fierce competition that define the NLO playoffs.

> “This live broadcast partnership with NTA is a major step toward deepening the reach and appeal of grassroots football,” Ogunnowo said. “The NLO playoffs represent the passion and raw talent we have across Nigeria, and we’re excited to share that with the entire nation.”

Full NTA Broadcast Schedule for NLO Playoffs:

Thursday, June 19, 2025

Na Royal vs. House of Prayer — 1 PM, LIVE from Bwari Stadium

JNR Danburan vs. Kano Ambassadors — 3 PM, LIVE from Gumel Stadium

Friday, June 20, 2025

Vet Rovers vs. Family Worship — 11 AM, LIVE from ABS Stadium, Kaduna

Kaduna United vs. DMD — Delayed transmission from Jos Stadium

Sunday, June 22, 2025

JNR Danburan vs. Clever Warriors — 1 PM, LIVE from Gumel Stadium

Zeal Minds vs. House of Prayer — 3 PM, LIVE from Bwari Stadium

Ogunnowo highlighted that the league’s partnership with NTA forms part of a broader vision to elevate the profile of emerging clubs and provide greater visibility for talented players aiming to climb Nigeria’s football hierarchy.

> “We’re not just organizing matches — we’re building a future for Nigerian football,” he said. “By enhancing fan experience through live broadcasts and working closely with our local organizing committees and media partners, we’re ensuring that our playoffs are delivered with top-tier professionalism.”

The NLO playoffs have become a vital showcase for spotting future football stars and offering clubs a stepping stone toward higher divisions in Nigeria’s football pyramid. This televised coverage is expected to amplify support for participating teams and attract potential investors and scouts to the grassroots game.

With nationwide viewership now guaranteed, the NLO playoffs are not just a tournament — they’re a celebration of Nigerian football’s next generation.

Sports247.ng

Marketing & Sponsorship

Atlético Madrid Opens ‘Casa Atléti’ In Tinseltown

Atlético Madrid have pitched up in the City of Angels with “Casa Atleti,” a multi-day brand circus that’s part retail therapy, part fan festival, and cleverly designed to separate Americans from their hard-earned dollars while competing in the FIFA Club World Cup.

The timing is no accident. With the 2026 World Cup looming and every European giant scrambling for their slice of the American football pie, Los Angeles represents the perfect storm of Latino heritage, celebrity culture, and disposable income.

“Casa Atleti” isn’t just your average pop-up shop. There’s an official merchandise store, watch parties, meet-and-greets with club legends, and cultural events.

The programme reads like a festival lineup: daily coaching symposiums led by Atlético’s technical staff, live music, and food experiences. Several events, including watch parties for the matches, have already sold out according to the club’s official channels.

This isn’t just about shifting some shirts and signing up a few new Instagram followers. “Casa Atleti” is Atlético Madrid’s latest play in what’s becoming an increasingly crowded field – and of course competing with Real Madrid who have already cracked the U.S. market.

Whether “Casa Atleti” becomes a genuine foothold in the American market or just another expensive marketing exercise remains to be seen. But in a city built on selling dreams, Atlético Madrid are certainly speaking the right language.

Insideworldfootball.com