Midea enters multi-year agreement with AFC

The Asian Football Confederation (AFC) has embraced Midea in a new global partnership which will see the Chinese white goods company support the AFC’s club competitions.

Through the deal, Midea will enter into a multi-year agreement and become a “Global Supporter” of the AFC Champions League Elite™ for the remainder of the current 2024/25 season until the 2028/29 season, and the AFC Champions League Two™ and AFC Women’s Champions League™ across the 2025/26 to 2028/29 period.

In entering the partnership, Midea will hold exclusive rights to advertise its products across all AFC club competitions, giving Midea prime access to billions of consumers across Asia.

AFC General Secretary, Datuk Seri Windsor John explained how the addition of Midea into the AFC family was emblematic of the AFC’s immense growth.

“The inaugural season of the AFC’s transformative new era of club competitions have proved to be an undoubted success, and they are set to grow even further in the coming years,” he said via press release.
“We are delighted to welcome Midea as a Global Supporter onboard this exciting journey, which further underlines the global appeal of the AFC’s world-class club competitions, and are excited to work closely with them to create more unforgettable moments for our passionate Asian football fanbase.”
President of Midea International Business, Lewis Fu expressed the company’s excitement for the partnership.
“Midea is excited to partner with the AFC as a Global Supporter of the AFC Champions League Elite™, AFC Champions League Two™ and AFC Women’s Champions League™,” he said in a press release.
“These AFC club competitions offer Midea an unique opportunity to reach a large global audience while also speaking directly to fans and consumers locally all across Asia and the Middle East.”
“At Midea, we are strong believers that the AFC club competitions are among the fastest-growing events in the sporting world and we cannot wait to start working together with AFC to create unforgettable moments for football fans and home appliance consumers alike for the next four years.”
Together, Midea and the AFC will continue to expand their reach across the Asian continent.
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Victory unites with Roasting Warehouse in culture-led partnership

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

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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