eSports

FIFA launches new commercial partnership structure including dedicated programs for women’s football and esports

Published

4 years ago

December 16, 2021

Reading Time: 2 minutes

For the first time since 2013, FIFA is introducing a new commercial partnership structure that will provide companies around the world with more tailored opportunities to partner with the sport of football, leverage the FIFA brand and support its competitions.

Three distinct partnership verticals are being launched this week with a range of packages available across Women’s football, Men’s Football and esports/gaming.

Kay Madati, FIFA’s Chief Commercial Officer, said: “As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game. The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”

First dedicated commercial program for Women’s football launched to accelerate growth and equality of the women’s game Building on FIFA’s Women’s Football strategy unveiled in 2018, the launch of a dedicated women’s football commercial vertical marks another step in FIFA’s commitment to make football more equitable and accessible for women and girls. Partners in this new vertical will be able to directly impact and support the growth and development of the women’s game. Sarai Bareman, FIFA’s Chief Women’s Football Officer commented, “This marks a groundbreaking moment to maximize the growth of the women’s game and its marketing appeal, as we create equal commercial models across Women’s and Men’s Football for the first time. We’re excited about the opportunities for brands who want to support women’s sport, help accelerate women’s equality, and wish to align themselves with the unparalleled momentum around women’s football.’’

An exciting new era in football gaming and esports with FIFAe Vertical As FIFA continues to broaden its esports and gaming footprint, a dedicated partnerships structure will provide exciting opportunities to participate in the fastest growing media vertical on the planet. FIFAe – the recently launched umbrella brand for all of FIFA’s future esports and gaming initiatives – grants access to the interactive and immersive entertainment world of new generations, cultures, tournaments, and merchandising licensing opportunities.

FIFA’s New Commercial Structure At-A-Glance A flexible partnership model will exist across the new distinct verticals for Women’s Football, Men’s Football, and esports/gaming.

World Cup Partners/Women’s Football Partners/FIFAe Partners will receive extensive global commercial rights across all national team tournaments within their respective vertical, or a premium position across all esports competitions for the FIFAe vertical
Sponsors will receive global activation rights surrounding the FIFA Women’s World Cup, the FIFA World Cup and/or across all FIFAe competitions
Tournament Supporters will be able to select territorial activation rights for either the FIFA Women’s World Cup, the FIFA World Cup or the FIFAe competitions. A more flexible Tournament Supporters program is now available for women’s and men’s development tournaments such as the FIFA U-20 and U-17 World Cups
FIFA Partners continue to hold the highest level of association with global partner status and category exclusivity across their respective FIFA properties and competitions
FIFA’s new commercial approach will enable brands to benefit from new opportunities to associate with FIFA’s brand to build and accelerate new business opportunities as well as create community and purpose-driven programs.

Brazil

Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília

Published

2 days ago

June 4, 2026

GamingAmericas.com

esportes-gaming-brasil-exec-calls-for-‘responsible-sponsorship’-at-bis-brasilia

Esportes Gaming Brasil director Hugo Baungartner used a panel appearance at BiS Brasília (Brazilian iGaming Summit) to argue that sports and cultural sponsorships should be measured by their long-term impact, not just brand visibility. Baungartner spoke during the session “A Importância dos Patrocínios e das Leis de Incentivo para a Sustentabilidade do Esporte e da Cultura.”

During the debate, Baungartner said sector maturity requires a long-term approach that turns sponsorships into platforms for relationship-building and local ecosystem development, connecting with fans, consumers and communities.

He highlighted the group’s sports partnerships with Corinthians, Ceará, Náutico and Ferroviária, as well as support for Brazilian cultural events including Carnaval, São João and the Festival de Parintins. Baungartner said major events can move entire supply chains by boosting tourism, commerce and job opportunities, and pointed to the importance of working with local suppliers and professionals in Parintins to expand the positive impacts of sponsorship spending.

Baungartner also addressed challenges in Brazil’s regulated betting market, saying consolidation depends on governance, integrity and consumer protection, alongside efforts to combat illegal operators. He said advances in provider regulation and stronger financial traceability mechanisms are important steps to limit unauthorized activity and improve user security.

“Patrocínio responsável é aquele que cria conexão real com o público e deixa legado no território. No esporte e na cultura, isso significa investir com governança, transparência e propósito, fortalecendo um ecossistema que gera renda, emprego e oportunidades”, afirmou.

The post Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília appeared first on Americas iGaming & Sports Betting News.

eSports

Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026

Published

3 days ago

June 3, 2026

Wladimir P.

team-vitality-and-fulllife-unveil-a-new-fps-jersey-for-the-valorant-masters-london-and-iem-cologne-major-2026

Team Vitality has unveiled its new “FPS Jersey,” specially designed for IEM Cologne 2026 and the VALORANT Masters 2026 in collaboration with its apparel partner Fulllife. Conceived as a strong symbol of ambition, performance and legacy, the jersey features an exclusive central crest and introduces a bold visual evolution for the club.

After making history on Counter-Strike, Team Vitality is celebrating its FPS DNA through a jersey dedicated to its two flagship titles. Through this initiative, the club reinforces its ambition to leave a lasting mark on the world’s biggest FPS stages and establish this jersey as a new benchmark within the esports industry.

AN EXCEPTIONAL JERSEY FOR A HISTORIC MOMENT

For this new release, Team Vitality embraces a completely new visual approach. For the first time in the club’s history, purple is introduced alongside its iconic yellow and black colours, in line with the organisation’s new 2026 artistic direction. This bold creative choice allows the jersey to stand out within the esports landscape while surprising and exciting fans.

The symbol featured on the front of the jersey reinterprets an iconic part of the club’s logo: the “V” combined with the lower section of the bee’s body. This graphic element, called the “Mini Bee,” is integrated throughout the jersey’s design to symbolise the swarm — representing collective strength, the identity of the Hive and the power of the Team Vitality community.

Fulllife has brought its technical expertise to a piece designed both for competition and for the fans in the stands. Every detail reflects the club’s continued rise on the international stage and its ambition to leave a lasting legacy in esports. The accompanying apparel collection also incorporates the same colour palette and includes lifestyle pieces designed for everyday wear.

“We are extremely proud of this new FPS-focused marketing campaign — a true love letter to Counter-Strike and VALORANT. An exclusive jersey, a dedicated fan zone, and numerous activations created hand in hand with our partners for our fans… We are ready for two major international events, with the clear ambition of continuing to establish Team Vitality among the best esports clubs in the world,” said Amélie Canet, Chief Marketing Officer.

PERFORMANCE AND RESPONSIBILITY

The FPS Jersey is manufactured in Portugal using NanoMatter, a technical fabric made from 100% recycled polyester and specifically developed for competitive players. Ultra-comfortable, lightweight and breathable, it is designed to perform under the most demanding conditions.

Each order is delivered in Fulllife’s iconic Capsule packaging, redesigned in Team Vitality’s colors, FSC-certified and accompanied by 100% recycled and recyclable polybags.

“This jersey is one of the boldest pieces we have ever produced. Our role was to bring a strong creative vision to life using the best materials and manufacturing processes available, delivering a product that truly reflects Team Vitality’s ambitions on the international stage,” said Maxime Baziadoly, General Manager of Fulllife.

The post Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Belgium

Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp

Published

4 days ago

June 2, 2026

Wladimir P.

epic-games-and-blast-bring-2026-fortnite-global-championship-to-antwerp

Epic Games and BLAST will host the 2026 Fortnite Global Championship in Antwerp, Belgium, on September 26-27, marking the FNCS season finale at Lotto Arena.

Epic and BLAST said the event brings the Fortnite competitive circuit and BLAST to Antwerp for the first time. The announcement was made at the Fortnite Major 1 Summit in Düsseldorf, Germany.

A $2,000,000 USD prize pool will be at stake, alongside the FNCS Global Championship trophy crafted by silverware artisan Thomas Lyte.

Epic and BLAST positioned Antwerp—located in the Benelux region—as a travel-friendly destination for fans coming from Belgium, the Netherlands, France and Germany. Ticket information is available via the venue listing.

The post Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.