Wolverhampton Wanderers announce AstroPay as new front shirt sponsor

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English Premier League side Wolverhampton Wanderers have announced a landmark agreement with AstroPay which will see the global payment solutions provider become the club’s new principal partner and front of shirt sponsor.

AstroPay began working with Wolves in August 2021, and following a successful first season of partnership, have committed to becoming the club’s principal partner for the 2022/23 campaign.

This exciting new deal will see AstroPay branding feature on the front of all Wolves shirts next season, including the men’s and women’s first-teams, and under-23s, as well as the full range of replica kits across all ages.

Furthermore, the innovative new deal will also see AstroPay support and feature on the playing shirts of the club’s European esports teams. Esports is a key area of growth for both AstroPay and the club, and this alignment was an important factor for both parties when agreeing this unique deal.

AstroPay CEO Mikael Lijtenstein said in a statement:

“We have built a great relationship with the club over the year and are pleased to be very much part of the Wolves family, one of the most successful clubs in domestic English history with 13 major trophy wins.

“They are a perfect fit for AstroPay and the partnership further solidifies our growth strategy, particularly in terms of increasing our visibility in wider European market. We look forward to continuing to work together, hopefully for many seasons to come.”

On the partnership, Russell Jones, Wolves’ general manager for marketing and commercial growth, added in a statement:

“We are delighted to announce this new partnership with AstroPay, who are a multi-award winning company, specialising in providing payment solutions in over 150 countries.

“As a forward thinking and fast-growing brand, we know AstroPay have enjoyed the exposure and reach that the Premier League brings. This is their first move into principal front of shirt sponsorship, and it gives me immense pride that they have chosen Wolves.

“Their progressive attitude and ambitious growth plans have seen them win significant market share in both Asia and Latin America – two areas where Wolves has developed a strong following but also harbours extensive growth ambitions for 2022/23.

“We have already started working with our colleagues at AstroPay to align our marketing plans. The first step will be unveiling the AstroPay logo on our men’s and women’s first-team shirts for season 2022/23. We can also confirm that AstroPay will adorn the full range of replica shirts (adults and juniors), when available in-store and online.”

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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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