Argentine Football Association connecting with SmartSoft Gaming in digital sponsorship

Nick Davis08/12/2023 5:00 pm08/12/2023

Image credit: Fabideciria / Shutterstock.com

The Argentine Football Association (AFA) has entered into its first European-only digital sponsorship with SmartSoft Gaming, in a deal that aims to strengthen the commercial presence of Argentinian football in Europe.

The deal comes as part of a concerted effort by the AFA to capitalise on the recent success of its football teams, particularly its men’s national team, which lifted the FIFA World Cup trophy in Qatar last year.

SmartSoft is a Georgian-based gaming software company that provides innovative and high-quality virtual gaming experiences to players all over the world. SmartSoft describes itself as a pioneer of non-traditional casino games, and aims to transform such games into the mainstream for casino operators.

SmartSoft will help market Argentinian football to its European clientele through its various gaming products and software. This is tipped to include perks for SmartSoft customers, such as autographed t-shirts, match tickets and exclusive access to the national teams.

“Through this partnership with the Argentine Football Association and the Argentine National Team, we embark on a journey that unites passion and excellence, where the worlds of business and gaming converge with the magic of Argentine football,” SmartSoft Managing Partner Guga Gotsadze said via press release.

According to the AFA, the partnership signifies its intent to consolidate its global leadership position and connect with new markets across the world. Commercial and Marketing Manager of the AFA, Leandro Petersen, elaborated further on this.

“Over the last few years we have established a strategic vision and objective for our Association, to regain international prestige and global commercial attractiveness. This sponsorship agreement in the European territory with SmartSoft is the confirmation of our strategy,” Petersen added.

“Together with SmartSoft we will develop commercial and marketing actions both digitally and at international industry events, in this way AFA will be at multiple global events alongside the technology leader like SmartSoft.”

The unique partnership between the AFA and SmartSoft provides further evidence of the ways in which national football associations are building their commercial image on the international stage.

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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.