Marketing & Sponsorship
Ademola Lookman vs. Atalanta: Inside the Transfer Tug-of-War as Inter Push for a Deal
The transfer drama surrounding Nigerian forward Ademola Lookman has taken centre stage in Italy, with tensions rising between the player, his club Atalanta, and potential suitor Inter Milan. As the new Serie A season looms, the clock is ticking on one of the summer’s most talked-about transfer sagas.
Inter’s Final Bid Incoming
Inter Milan have already seen two bids rejected for the 27-year-old forward, with Atalanta reportedly holding firm on a €50 million valuation. Inter’s latest offer is expected to exceed €45 million, as the club races to finalize the transfer within a self-imposed 10-day window. Manager Cristian Chivu is said to be pushing hard to secure Lookman as his main attacking target before the season kicks off.
Lookman, who has agreed personal terms with Inter, remains determined to make the switch to San Siro. After three highly productive seasons in Bergamo, including 52 goals and a starring role in Atalanta’s historic 2024 Europa League triumph, the player believes it is time for a new challenge.
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A Clash of Promises
The situation escalated after Lookman publicly expressed frustration over what he described as Atalanta’s failure to honour a gentleman’s agreement that would allow him to leave this summer.
However, Atalanta CEO Luca Percassi swiftly responded, explaining that the previous understanding—made after rejecting a €20 million bid from Paris Saint-Germain in 2024—was based on two conditions: the move had to be to a top European club, and it could not be to another Italian side.
“The pact with Lookman was made one year ago. We told him: we’ll let you leave in 2025 for a super top club and not in Italy. Now, the situation with Inter is different… and as always, it’s us deciding,” Percassi clarified.
Fan Backlash Mounts
Unsurprisingly, the drawn-out saga has stirred emotions among Atalanta supporters. A banner appeared outside the Zingonia training ground that read:
“Enough is enough. Unworthy agents and ungrateful players, respect the fans and those who have supported you.”
The statement reflects a growing frustration among fans, who once idolized Lookman for his contributions but now feel disrespected by the way the transfer request has unfolded.
A Decision on the Horizon
As Inter prepare their final push and Lookman continues to angle for a move, the spotlight remains firmly on Atalanta. The club has made it clear that no player will be sold unless the terms align with their values and vision — even if that means denying one of their top performers a desired transfer.
Whether Lookman departs or stays, this saga highlights the growing complexity of modern transfers, where personal ambition, club strategy, and fan sentiment collide.
One thing is certain: the coming days will be decisive.
LaLiga
The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party
The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party
Even though Lionel Messi now thrills fans in Miami, his heart clearly still beats for Barcelona. The Argentine legend and his wife Antonela Roccuzzo threw a spectacular FC Barcelona-themed party for their eldest son Thiago’s 13th birthday — complete with the club’s iconic Blaugrana colours, a Camp Nou-shaped cake, and the famous “Mes Que un Club” motto proudly displayed.
A Birthday Steeped In Barca Spirit
Photos and videos shared by Antonela on social media showed the family surrounded by vibrant Barcelona decor — a sea of red and blue balloons, a giant club crest, and even a backdrop of Camp Nou. Thiago, wearing Barca’s 2024/25 third kit with his name and age printed on the back, grinned as his parents captioned the moment:
“How wonderful it is to celebrate you, Thiagui! We love you so, so much.”
For fans, it was more than just a birthday — it was a reminder that the Messi family’s bond with Barcelona remains unbreakable, even three years after Leo’s emotional exit from the club.
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Barcelona: More Than A Club, More Than A Memory
Messi’s relationship with FC Barcelona runs deeper than football. From joining La Masia at 13 — the same age Thiago just turned — to lifting countless trophies, including the 2009 Sextuple, his journey defined an era of global football.
His records still stand tall: 672 goals, 778 appearances, and six Ballons d’Or during his time in Catalonia. But beyond the numbers, Messi represented Barcelona’s core — humility, artistry, and loyalty.
Even after leaving in 2021 due to financial struggles, Messi has never hidden his affection for the club and the city that gave him everything. The birthday celebration only reinforced that connection — a nod to where it all began.
Thiago Messi: Carrying The Torch
Born in Barcelona on November 2, 2012, Thiago has spent much of his life steeped in the world of football. He trained briefly with Barca’s youth academy before joining PSG’s setup when the family moved to Paris, and now shines at Inter Miami’s U-13 side.
Despite growing up in different countries, Thiago’s heart still leans toward the Blaugrana. He has even mentioned his admiration for Lamine Yamal and dreams of one day playing alongside the teenage sensation — a sweet echo of his father’s legacy.
But for Messi, the focus remains on joy, not pressure. He’s repeatedly said he doesn’t want to force his sons into football — yet gestures like this party show how much Barcelona remains a part of their family identity.
A Party Full Of Love And Legacy
The Messi family’s celebration wasn’t just a party — it was a tribute. A reminder that no matter where they live or play, Barcelona will always be home.
Marketing & Sponsorship
Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores
Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores
When you think about a sport blog, you might picture match highlights, game recaps, and maybe a few hot takes. But here at Sports Market International, we believe the best sport blog should offer more than that.
Sports today are not just about who won or who lost. They’re about the market that powers the game — sponsorships, fan engagement, athlete branding, and the business moves shaping the future. And that’s exactly where we come in.
Why Sports Market International Is Different
We cover:
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The Sports Market Behind The Game → From billion-dollar broadcast rights to grassroots investments.
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Athlete Branding → How stars like LeBron, Messi, or Alcaraz become more than athletes.
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Fan Culture → The chants, the memes, the jerseys, the digital communities.
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Global Trends → How sports in Africa, Asia, Europe, and the Americas intersect in today’s world.
The Fun Side Of Sports
Yes, we get serious about markets and strategy, but sports are also about joy. The last-minute goals, the unexpected underdog wins, the viral locker room celebrations — we bring that energy into every post.
Why We Aim To Be The Best Sport Blog
Because we don’t just write about sports. We live inside the sports market, connecting culture, business, and fans in one space. Whether you’re a casual fan, a die-hard supporter, or an industry insider, Sports Market International is built for you.
Marketing & Sponsorship
Borah Ndanyungu Reveals betPawa’s Vision In Unveiling Tekno
BY ADELU PRAISE DEBORAH
For Borah Omary Ndanyungu, betPawa’s Head of Local Marketing & CSR, the choice of Afro-pop sensation Tekno as the brand’s new ambassador was clear. “Tekno represents everything we stand for — energy, creativity, and breaking boundaries. His music inspires millions, just as football does. That’s why he’s the perfect face of betPawa,” Borah explained at the unveiling in Lagos.
The decision reflects betPawa’s strategy of blending sport, music, and culture to connect with Nigeria’s vibrant youth market. Coming just days after the brand invested ₦494 million in the Nigeria National League (NNL) through its Locker Room Bonus initiative, Tekno’s unveiling underscores the company’s twin approach of empowering players on the pitch while engaging fans off it.
Music meets mission
Tekno, famous for hits like Pana and Skeletun, said the collaboration felt natural. “From the studio to the stage, I’ve always been about breaking limits. That’s why betPawa felt like family. They’re creating opportunities, celebrating winners, and pushing boundaries in their own space. Together, we’ll keep inspiring Nigerians,” he said.
The company believes Tekno’s influence goes beyond entertainment. His wide appeal mirrors the unifying power of football, which is why betPawa sees him as the right figure to front campaigns that blend music, lifestyle, and sport.
Beyond gaming
For betPawa, Tekno’s unveiling is part of a broader push to define itself not just as a gaming operator but as a lifestyle brand. With its Locker Room Bonus reshaping football motivation in the NNL — giving ₦56,000 direct payments per winning player and ₦1.288m per team per victory — and Tekno’s appointment amplifying cultural reach, the brand is building strong links to communities across Nigeria.

From its 1,250% sports win bonus, the highest in Africa, to its ongoing grassroots initiatives, betPawa has carved a niche as a driver of empowerment. Adding Tekno strengthens that vision, ensuring the brand connects with music fans, football lovers, and youth eager for inspiration.
As the NNL gears up for its November kickoff and Tekno readies fresh music, the partnership is set to fuel a new wave of campaigns that celebrate ambition, creativity, and winning. For betPawa, the message is clear: Tekno is not just an ambassador, but a cultural symbol of everything the brand aspires to represent.
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