Shorts: Fulham, CFLI, 54
Fulham have entered new partnership with Argentinian winery Bodega Argento.
The agreement, which includes ‘Argentinian wine partner’ designation, will promote the company’s organic and Fairtrade wines, leveraging Fulham’s presence in the Premier League to enhance visibility.
Bodega Argento will also provide a selection of wines for matchday hospitality areas at Craven Cottage and the Fulham Pier venue.
Jon Don-Carolis, Commercial Director at Fulham Football Club, said, “Fulham Pier, will provide a key premium channel to drive Bodega Argento growth within the London and UK markets whilst the Club and Premier League global fanbase will provide a platform to drive international awareness and brand familiarisation.”
The Manchester City Sports Business School (MCSBS) has launched as a new venture between Manchester City, and the City Football Leadership Institute (CFLI).
The CSBS will offer a range of sessions and programmes for aspiring sport industry professionals, including the ‘Next Gen Man City’ residential programme for 14-17-year-olds, which will return in 2025.
Next year’s edition of Next Gen will be the first under the Manchester City Sports Business School umbrella.
The school will additionally launch the Manchester City Summer Collegiate, and says it will introduce further programmes in the near future.
Since its inception in 2022, CFLI has been providing education opportunities across the business of football, sport, and beyond. The institute initially launched through a collaboration with BrandEd.
Jenny Morris, Director of Manchester City Sports Business School, said, “The Business School will provide an unrivalled opportunity for students to learn from the very best in the industry, while also creating a dynamic community of individuals who share a passion for football and sports management.
“With the introduction of these new programmes, the Manchester City Sports Business School is set to become a premier institution for aspiring sports professionals, offering unparalleled opportunities to engage with one of the world’s most successful football clubs.”
The Institute Golf Club has partnered with global sports and entertainment agency 54.
Based in California, the Institute Golf Club has appointed 54, a global agency with offices in London, to deliver ‘world-class standards in agronomy, operational efficiency, and membership services.’
In addition to improving daily operations, 54 has taken on a consultancy role to support The Institute’s ambitions to host professional golf tournaments.
Drawing on its experience as Event Management Company for events such as the LIV Golf League, Aramco Team Series on the Ladies European Tour, and The International Series on the Asian Tour.
Ed Edwards, CEO at 54, said, “The Institute Golf Club is already one of the world’s most prestigious clubs but we have been hugely impressed by its ambition to drive standards ever higher, creating an offering and experience that is truly unique.”
Genius Sports has delivered its tracking technology to LFP Media in collaboration with Infront, enhancing Ligue 1 McDonald’s and Ligue 2 BKT.
The partnership has enhanced Infront’s delivery of data and technology services to France’s Ligue de Football Professionnel (LFP), complementing its existing responsibilities for betting rights, selected media rights, and digital services. These efforts have been supported by Infront Lab, the organisation’s innovation arm.
As part of this deal, Genius Sports’ GeniusIQ platform has been implemented to provide a connected system driven by AI and machine learning. This technology has enabled LFP teams to access data-driven tools for performance analysis, including insights for training, in-game decision-making, and post-match reviews. Augmented broadcasts now include real-time tracking data, enhancing the viewing experience for fans.
Infront has utilised Genius Sports’ computer vision-based tracking system as part of its Infront Bettor division. This integration has supported LFP coaches and analysts while also delivering additional features for media partners and bookmakers.
Jack Davison, Chief Commercial Officer of Genius Sports, said, “This new partnership puts the LFP at the forefront of data innovation through GeniusIQ.
“From enabling coaches to find their winning edge to powering augmented, data-driven broadcasts, GeniusIQ provides the foundations for unparalleled fan engagement.”
England cricketer Liam Livingstone has secured a sponsorship agreement with Balqis Capital.
The partnership coincides with Livingstone’s recent signing by Royal Challengers Bengaluru (RCB) in the IPL 2025 auction, where he was acquired for around £87,500.
For the next 12 months, Balqis Capital will support the ICC’s top-ranked IT20 all-rounder.
The 31-year-old recently captained England during their ODI tour of the West Indies in 2024.
“We are always looking for ways we can partner with athletes on their journeys through sponsorship and collaboration,” said Arron Lilley, Global Sales Director at Balqis Capital.
“This also includes working with them on what we do best – sourcing private credit projects.”
Wigan Athletic have unveiled a new partnership with Tee Screen, a leading provider of weatherproof digital displays and interactive platforms.
The touchscreens, now installed throughout the Brick Community Stadium, have enhanced the matchday experience by keeping supporters informed.
Replacing traditional static signage, the screens feature live content, the Latics Digital Matchpack, social media feeds, and club announcements, all aimed at increasing fan engagement.
Wigan Athletic supporters will be able to access the new interactive screens during matches, starting with Northampton Town’s visit to the Brick Community Stadium.
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