FIFA outlines future plans with media rights sales in Asia

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Image credit: Fabideciria / Shutterstock.com

FIFA has unveiled its new strategy with Infront Sports & Media to directly sell tournament media rights in the South and Southeast Asian markets following the conclusion of the latest FIFA World Cup sales cycle in Asia.

This approach allows FIFA to take full control over its media rights sales while building innovative and sustainable media partnerships for its rights across the region.

Currently, FIFA has only sold rights in Asia directly with Korea, Japan and Malaysia and they have recently appointed Infront to provide advisory support during the transition period of the new sales structure in South and Southeast Asia specifically.

Infront is a sports marketing company based in Zug, Switzerland – handling media and marketing rights for international sports events and federations while also providing sports services such as advertising and sponsorships.

The new advisory role will see Infront provide extensive market knowledge, established relationships and experience in selling FIFA and other premium rights throughout Asia. They will also show support throughout the 2024-2027 media rights sales cycle which will include the 2026 FIFA World Cup and 2027 FIFA Women’s World Cup.

FIFA Chief Business Officer Romy Gai spoke about new strategy with the Asian markets:

“The Asian market is a highly specific and strategically important region for FIFA and the new approach demonstrates our commitment to fully controlling our media right sales processes,” he said via media release.

“Our efforts will be complemented by our long-term partner Infront who will draw on its experience and track record in the region to support our go-to-market approach in selected key markets.”

Head of Football at Infront, Andreas Kaeshammer, discussed their collaboration with FIFA:

“Supporting the commercialisation of the most prestigious association football tournaments in the worlds is recognition of the quality of services we provide to top tier partners,” he added via media release.

“After being involved in the distribution of FIFA’s media rights for more than two decades in the new media advisory service role combines our global football rightsholder capabilities with our outstanding media sales experience in Asia.”

“We’re excited to help deliver FIFA’s events to an audience of over 2.5 billion people, underscoring the immense reach and impact of these tournaments in the Asian market.”

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Victory unites with Roasting Warehouse in culture-led partnership

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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

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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.

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