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Why Fifa Extended Lay’s Partnership For 2026, 2027 World Cups

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Why Fifa Extended Lay’s Partnership For 2026, 2027 World Cups

Fifa has announced Lay’s as an official sponsor of both the 2026 World Cup and 2027 Women’s World Cup.

Deal covers brands including Lay’s, Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa
Lay’s to offer exclusive experiences, merchandise and consumer activations.

Brands secure exposure through matchday LED stadium display boards, press conference backdrops, fan zones, as well as in-store and digital promotions.

Snack giant to recognise and reward ‘fan of the match’ at games from both tournaments.

This global extension comes after Frito-Lay served as a regional supporter during the 2022 World Cup and as tournament supporter at the 2023 Women’s World Cup.

The deal sees Fifa add another US-based sponsor to the 2026 tournament, which is being co-hosted by Canada, Mexico and the US, after Bank of America joined the competition’s global sponsorship tier in a reported US$100 million deal.

“We’re delighted to extend this partnership with Lay’s and strengthen our collaboration as we head into a historic period for Fifa and the wider football community,” said Fifa president Gianni Infantino.

“After being involved in the last Fifa World Cup and Fifa Women’s World Cup, we’re proud that Lay’s has shared in our trust, vision and ideas for the development of the global game and has joined us on this journey into the future. Together, we will create special experiences for fans worldwide.”

Steven Williams, chief executive of Frito-Lay and Quaker North America, added: “Joining Fifa as a regional sponsor in 2022 was a landmark moment for Frito-Lay, and we’re incredibly proud to have laid the groundwork for the next step of making our partnership global.

“The Lay’s brand has a long history of bringing fans together through a shared love for the game, and we look forward to creating even more iconic moments as we continue to use our brands to unite and inspire Fifa World Cup and Fifa Women’s World Cup fans all over the world.”

With the US a huge commercial market for Fifa, soccer’s global governing body will look to add more American-based brands to the 2026 World Cup ahead of the tournament, which is scheduled to take place from 11th June to 19th July.

 

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Man City Lose Landmark Premier League Sponsorship Vote As Clubs Turn Against Champions

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Man City Lose Landmark Premier League Sponsorship Vote As Clubs Turn Against Champions

Premier League clubs have approved changes to the league’s Associated Party Transactions (APT) rules in a bitter blow to Manchester City.

City challenged the APT rules, which assess whether deals between clubs and entities linked to their ownership represent fair market value, on competition law grounds earlier this year.

An arbitration panel found aspects of them unlawful, which City insist makes the entire set of rules “void” until the panel provides further guidance.

Despite this, the vote to update the league’s rules on APTs was held regardless, and needed to be backed by 14 of the 20 clubs to pass. City had hoped that they were on course for victory having received high-profile backing from Aston Villa in the run-up to the decision.

However Villa’s public endorsement of City’s cause and calls for the vote to be pushed back by 90 days has not proven to be enough, with as many as 16 clubs believed to be in favour of the changes.

A Premier League statement read: “The amendments to the rules address the findings of an Arbitration Tribunal following a legal challenge by Manchester City to the APT system earlier this year.

“The Premier League has conducted a detailed consultation with clubs – informed by multiple opinions from expert, independent Leading Counsel – to draft rule changes that address amendments required to the system.

“This relates to integrating the assessment of Shareholder loans, the removal of some of the amendments made to APT rules earlier this year and changes to the process by which relevant information from the League’s ‘databank’ is shared with a club’s advisors.

“The purpose of the APT rules is to ensure clubs are not able to benefit from commercial deals or reductions in costs that are not at Fair Market Value (FMV) by virtue of relationships with Associated Parties. These rules were introduced to provide a robust mechanism to safeguard the financial stability, integrity and competitive balance of the League.”

The Premier League champions had believe the changes to be “unlawful”, having initially brought the legal challenge in June when the Premier League rejected their claim that a new deal between the club and shirt and stadium sponsors Etihad Airways had been at a fair market price.

Villa had been particularly vocal on the issue in recent weeks, with club chairman Nassef Sawiris writing to the other 19 clubs to urge caution and call for a delay to the vote.

In statement to the Daily Telegraph, Sawiris said: “In our view, a vote in 90 days on amended terms taking into consideration the tribunal’s findings will have a significantly greater chance of securing the unanimous support of all 20 Premier League clubs.”

 

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FIFA Announces Multi-Year Agreement With Rock-it Cargo 

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FIFA has selected Rock-it Cargo, a Global Critical Logistics (GCL) company, as the Official Logistics Provider of the FIFA World Cup 26™ – the game-changing edition of the tournament set to take place across 16 Host Cities in Canada, Mexico and the USA from 11 June to 19 July 2026.

“In Rock-it Cargo we have found the perfect partner to entrust with the critical logistics services for the biggest FIFA World Cup ever.”

Rock-it Cargo will help FIFA create history, providing multi-year planning, management and event-logistics services as the FIFA World Cup™ expands to 48 teams and 104 matches across three countries and 16 Host Cities in 2026.

Appointed following a highly competitive request-for-proposal process, Rock-it Cargo demonstrated exceptional experience in planning and delivering event logistics to the world’s most complex and high-profile sporting and entertainment events.

FIFA Secretary General Mattias Grafström said: “In Rock-it Cargo we have found the perfect partner to entrust with the critical logistics services for the biggest FIFA World Cup ever. We’ve been impressed by Rock-it Cargo’s experience and attention to detail, teamwork and passion to deliver operational excellence. Their global model fits perfectly with our extensive ambitions for the tournament.”

As the Official Logistics Provider of the FIFA World Cup 26, Rock-it Cargo will provide planning, management and event-logistics services, including with regard to customs and international freight forwarding, warehouse and distribution operations, on-site venue operations at the International Broadcast Centre and team equipment operations.

The multi-year partnership will begin in 2025, with Rock-it Cargo providing selected services for the new FIFA Club World Cup™ to be hosted across 12 stadiums in 11 different cities in June and July next year. The partnership will expand in scope to include a broader range of services for the FIFA World Cup a year later, with Rock-it Cargo also taking up a position as a Tournament Supporter for the game-changing global event.

President and CEO of GCL, the parent company of Rock-it Cargo, Daniel Rosenthal said: “We are deeply honoured to have been selected by FIFA to support the planning and delivery of the biggest FIFA World Cup ever. For nearly 50 years our team has been trusted by the world’s biggest artists and North American sports leagues to deliver extraordinary experiences through extensive planning, contingency management and outstanding event coordination. We look forward to drawing on our experience in the FIFA World Cup 26 stadiums and Host Cities to help successfully execute the 39-day tournament.”

Beyond its direct relationship with FIFA, Rock-it Cargo’s status as FIFA’s Official Logistics Provider – combined with its deep North American operational and customs experience, centralised warehouse infrastructure and last-mile ownership – will enable a more efficient and sustainable logistics service to be provided to FIFA’s partners, vendors, broadcasters and other stakeholders.

 

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Andres Iniesta Completes Buying Of Danish Club

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Andres Iniesta Completes Buying Of Danish Club

Ex-Spain and Barcelona superstar, Andres Iniesta dominated international and domestic football for decades on the pitch, and he’s now hoping to do the same except on the other side of the white lines after becoming the co-owner of Danish third-division side Helsingør.

Iniesta, who recently announced his retirement from playing said: “It’s a fantastic opportunity to get to know football in a different way.”

This collaboration between the Swiss investment group Stoneweg, and the Spaniards, newly formed sports management company NSN is his first off-field football adventure, though the 40-year-old is currently undertaking his coaching badges in the United Arab Emirates.

In a lengthy interview with the clubs’ website, the man who scored the winner in the 2010 World Cup Final said: “It’s an incredibly exciting club with really good facilities, a lot of good people in and around the club, and a potential in the city to become an important part of Danish football.”

Helsingør currently sit in 7th place in the 12-team division and are coached by fellow Spaniard, Pep Alomar, while the sporting director, Quim Ramón, has previously worked within Barça’s youth academy.

The Danish club was founded in 2005 when five clubs merged together, however, in their 20 years of existence they have never reached the top-flight. Iniesta believes that there is opportunity and ambition to change that saying: “It’s an incredibly exciting club with really good facilities, a lot of good people in and around the club, and a potential in the city to become an important part of Danish football.”

The ownership of Helsingør, has been something of a hot potato over the last few years as they were run by the American investment group led by Jordan Gardner for three seasons until August 2022, before being taken over by the local businessman Bo Bay Haugaard.

With Danish football a cheaper option than traditional European leagues, and a steady flow of talented young players, the opportunity to have ROI is attractive to sharp financial investors.

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