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Nascar ‘in talks’ over Xfinity sponsorship extension

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Xfinity has been title sponsor of Nascar’s second-tier series since 2015, with the ten-year deal worth roughly US$200 million.

However, with that contract concluding at the end of this season, there are no guarantees that Xfinity will continue as title sponsor.

When the contract was first agreed, it made sense for Comcast to promote its newly launched Xfinity brand through NBC Sports, also owned by Comcast, which had signed a ten-year broadcast partnership with Nascar.

This media rights deal comes to an end this year but, with the second-tier Xfinity Series being carved out to The CW Network for US$800 million, the synergy between the two Comcast-owned properties is lost.

“It’s a little too early for us to give a really good answer on [whether the Xfinity Series asset is a necessity for a contract renewal],” Matt Lederer, vice president for branded partnerships and activation at Comcast, told SBJ.

“But I would say that as we’ve learned the sport over the last ten years, we’ve learned the ecosystem of Nascar has a lot of tentacles and there’s a lot of ways to engage with the fanbase.

“The Xfinity Series for us has been the gold star across all those areas, but it’s a little too early to say what a new deal would look like.”

In 2021, Comcast upgraded its Xfinity sponsorship deal with Nascar, becoming a premier partner of the Cup Series alongside Busch Light, Coca-Cola, and Geico. The brand also has a team deal with 23XI Racing, co-owned by National Basketball Association (NBA) icon Michael Jordan and current Nascar driver Denny Hamlin.

Lederer continued: “We’ve both had a strong relationship over the last ten years and I’ve said it many times, it’s been an extremely beneficial partnership to our brand and business and a very valuable partnership for the business and brand of Nascar.

“And what I would say is we’re really confident and optimistic that Nascar is doing all the right things to capitalise on all the changes going on within the racing industry as a whole, and we appreciate the changes that have been made over the last few years and the direction of the team and [Nascar President] Steve [Phelps] to further engage fans, find new fans – that’s fantastic and we share that optimistic view.

“Right now, we’re engaged with Nascar to explore what a potential continued relationship could look like across the sport as a whole.”

Nascar’s second-tier series moving to The CW Network will give Comcast pause for thought when considering this contract extension.

The CW is a largely unproven network when it comes to sports broadcasting, but its majority owner Nexstar has started to build a small rights portfolio, including LIV Golf and a package of 50 college football and basketball games from the Atlantic Coast Conference (ACC).

Whether this will be enough to convince Comcast to stick with its current arrangement or look for a restructured sponsorship deal remains to be seen.

With shifting consumer needs, the company could pivot towards its Xfinity Mobile brand, which was the primary sponsor on the 23XI Racing car of Tyler Reddick at Nascar’s last race at Atlanta Motor Speedway.

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FIFA, Konami Push Partnership Button Esports World Cups

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After a gap in which FIFA was left without a major partner in the esports arena following the licensing fallout with EA Sports over the EA Sports long-running FIFA series, the world governing body has agreed a collaboration with Konami Digital Entertainment Co.

Two editions of the FIFAe World Cup will be played on the Konami platform, utilising both mobile and gaming consoles.

EA Sports and its rebranded EA FC game runs its own global championships.

“We are incredibly excited to join forces with Konami. This collaboration aligns perfectly with our mission to promote football globally and to provide a platform for players to showcase their skills,” said Romy Gai, FIFA Chief Business Officer.

Qualifying for the FIFAe World Cup began yesterday. In the first year of the tournament, 18 nations have been invited with the participants selected on factors such as their player base and the previous performances of competitors from the respective countries.

Komani, senior executive officer Koji Kobayashi said: “At Konami we have continued to take on challenges in the development of football simulation and esports. We are very pleased to be able to contribute to the promotion of eFootball in a new dimension through this collaboration with FIFAe.”

Komani does have recent previous experience in this environment having hosted eFootball tournaments, most notably the Championship 2024 Club Event this year with European clubs, as well as the eJLeague in collaboration with the JLeague.

No value was given for the two-World Cup deal and Konami isn’t licensing the FIFA brand name for its game.

Since FIFA’s fallout with EA Sports (in 2020, $158.9 million of the governing body’s $266.5 million in total revenue for the year came from licensing rights, $100 million reckoned to be from EA Sports), FIFA has promised that it would be creating its own bigger and better video game with the belief that use of its FIFA name would blow allcomers – like EA FC and Konami – out the water.

It hasn’t so far and EA Sports and its new EA FC game have gone from strength to strength, proving that actually in the esports world, FIFA’s name doesn’t have a huge value, it is actually all about the game.

FIFA had wanted a significant increase on the reported $100 million a year EA was paying them for use of their name. EA took the view that they were overvaluing their license and FIFA brand name – it was their game and their ball and they took it away.

FIFA is now back in the esports game with a significant video gamemaker in Konami and with a branded FIFA efootball World Cup. But not yet with a branded efootball game that can compete with the efootball gold standard of EA FC, and unlikely anywhere near the $100 million per year they were receiving from EA.

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UEFA Puts Further 50,000 Euro2025 Tickets On Sale After First Release Sold Out 

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More than 137,000 tickets to the Women’s Euro 2025 finals in Switzerland have been sold in the first week of going on sale, prompting UEFA to release another 50,000 yesterday.

UEFA said that all tickets in the18 matches of the first release have been sold. The additional tickets released cover all 31 matches.

In total 720,000 tickets will be available for the finals. UEFA is holding back 120,000 for sale to supporters of the 16 participating national teams. These will be released following the December 16 draw at the Swiss Tech Convention Centre in Lausanne, Switzerland.

Fans can purchase up to ten tickets per match from CHF25 for category 2 tickets. Category 1 tickets cost CHF40 for the group stage and quarter finals, rising to CHF for the semi-finals and CHF90 for the final.

An official ticket resale platform will be available from spring 2025. Ticket holders travelling within Switzerland will have free public transport. Their tickets will be valid on matchday for a second-class round trip between any Swiss locality and the match venue.

At the ticket launch on October 1 at the iconic Jungfraujoch in the Bernese Alps, 3,454m above sea level, Aleksander Čeferin, UEFA president, said: “This tournament goes beyond showcasing Europe’s top talent – it embodies UEFA’s deep commitment to elevating the sport and expanding its reach across the continent. We are eager to see the passion it will ignite in host cities and beyond, as it offers a powerful platform to inspire the next generation of fans and players. This is more than a sporting event – it celebrates progress and immense potential in women’s football.”

The Swiss have taglined the tournament the ‘Summit of emotions’. Getting a ticket looks like being a mountain climb in itself.

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New Stadium Name Emerges For Atletico Madrid As Saudi Airline Takeover 

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The Metropolitano Stadium, home to Spanish giants and 11-time La Liga Champions, Atletico Madrid has changed its name.

For the remainder of this season and until the end of the 2032-33 season, the venue will be known as the Riyadh Air Metropolitan.

In August 2023, Riyadh Air became the front-of-shirt sponsor for Atleti and the expansion of this partnership has made a substantial impact to balancing the club’s books.

Reports from the Spanish capital value the deal at between €250-300 million ($274 million to $328.8 million) in total, or €27.7-33.3 million a year. While the deal is one of the most lucrative in world sport, it still pales in the face of La Liga rivals, FC Barcelona, who receive a reported $76.8 million per year from the popular music streaming service, Spotify, however, that deal is only for four years.

Reports have been gaining traction that Saudi Arabia’s Public Investment Fund (PIF) sovereign wealth group is interested in the purchase of Atletico Madrid, which makes the Riyadh Airlines agreement a seamless play. The airline is wholly funded by PIF though it has yet to start flying, with operations slated to start in 2025.

With one of the highest wage bills in football currently estimated to be €136.4 million for the current season, Atletico, who sit fourth in La Liga and 23rd in the new Champions League Swiss, need this injection of cash to remain competitive.

The 70,460 capacity Metropolitano is one of the most iconic stadiums in world football and hosted the 2019 Champions League Final between Liverpool and Tottenham Hotspur, however, it has been hit with a partial 3-game closure after crowd trouble during the recent Madrid derby.

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