DFL and EA Sports continue to delight Bundesliga fans

The German Football League (DFL) renewed its partnership with sports game manufacturer EA Sports, in a deal labelled by officials to be of ‘high strategic importance’.

It guarantees that clubs from Germany’s top two tiers will feature in EA Sports’ football video-game, EA Sports FC, until 2027.

In addition, EA Sports will continue to sponsor the ‘Player of the Month’ and ‘Player of the Season’ awards for the Bundesliga and Bundesliga 2.

A relationship that stems back to 1998, the DFL and EA Sports share an important history built on innovation within the gaming world.

In 2012, the DFL pioneered the world’s first eFootball competition, Virtual Bundesliga (VBL), helped greatly by its relationship with EA Sports. The VBL remains a strong part of the DFL’s vision, resulting in the professionalisation of the competition.

An arm of video-game publishing organisation Electronic Arts, EA Sports is in the midst of a new era in football gaming, after failing to agree a deal with its long-time naming rights partner, FIFA.

However, the game’s universal popularity since its inception in 1993 gives it one of the highest return customer rates in video gaming history.

EA Sports’ first iteration of the game since removing the FIFA branding – EA Sports FC 24 – is the highest-selling video game in the UK and Europe, and ranks 10th in the United States (from Statista).

This global demand is exactly what the DFL is eager to capitalise on, according to Bundesliga International Chief Marketing Officer Peter Naubert.

“The contract renewal confirms the positive development of our global licensing and sponsorship partnerships and underscores the global appeal of the Bundesliga brand as well as the significant growth that the DFL generates for clubs,” Naubert stated via press release.

The gaming industry remains a lucrative space for football organisations to increase its marketability and generate greater revenue. Late last year, the Argentina Football Association partnered with a gaming software company to increase its marketing presence in Europe.

DFL joint-CEO Marc Lenz explained that the extension of its deal with EA Sports is crucial to its marketing strategy.

“Our core aim is to reach young fans and find new ways to spark their interest in the Bundesliga and Bundesliga 2,” Lenz told the DFL website.

EA SPORTS FC is a successful part of this strategy, because the licensing partnership and the Virtual Bundesliga increase the visibility of our leagues and clubs.”

Lenz’s partner Steffen Merkel spoke about the relationship between the DFL and EA Sports.

EA SPORTS FC deepens the connection between millions of fans and their favourite players and clubs from the Bundesliga and Bundesliga 2, which are an important part of the video game series,” Merkel added via media release.

“The partnership has existed since 1998 and underscores the shared conviction behind the cooperation, which is characterised by constant and successful evolution.”

Meanwhile, the inclusion of Germany’s top two professional leagues in EA Sports FC will assist EA Sports’ future plans for football gaming.

“Bundesliga and Bundesliga 2 are key to building an innovative and evolving football platform for fans, and we’re thrilled that the DFL shares our vision for the future of football,” EA Sports President, Cam Weber, added via the DFL website.

By continuing its relationship with EA Sports, the DFL demonstrates its commitment to a sustainable and profitable future for its competitions.

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Chelsea FC Women Renews Partnership with Škoda UK

Chelsea FC Women has revealed its renewal and expansion of its partnership with Škoda UK, naming the automotive brand as the club’s first-ever Official Back of Shirt Partner.

The renewed agreement will carry through the 2025/26 season and beyond, strengthening a collaboration that first took shape in January 2024. It underscores Škoda’s ongoing commitment to investing in women’s sport.

Under the new sponsorship deal, Škoda’s logo will appear prominently on the back of all Chelsea FC Women matchday kits, beginning with the closing fixtures of the 2024/25 season. The branding launch will align with Chelsea’s historic celebration of a sixth consecutive Barclays Women’s Super League title — a moment of major visibility for both the club and the brand.

Strategic Sponsorship in a Champion Setting

The timing of the extended agreement comes as Chelsea FC Women continues its commanding presence in English football — boasting eight league titles to date and eyeing a domestic treble. Škoda branding will also feature during the Adobe Women’s FA Cup Final at Wembley on 18 May, providing a high-profile platform for national exposure.

Commercial Director at Chelsea FC Women, Giulia Mazzia, highlighted the brand’s alignment with Chelsea FC Women and its broader values.

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model.

“Škoda helps us connect with fans locally and globally through both matchday presence and digital content,” she said via press release.

Beyond the Shirt: Mobility, Media and Matchday Moments

Škoda’s joint venture with Chelsea FC Women extends well beyond shirt branding, underscoring a shared commitment to innovation, performance and progress in women’s sport.

As part of the renewed deal, Chelsea Women’s players and staff — including the Women’s Academy — will be supported with vehicles from Škoda’s all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This seamless integration into the team’s day-to-day operations reflects both the practical and symbolic strength of the partnership.

Škoda will also:

  • Continue as title sponsor of the “We Are Chelsea” podcast
  • Deliver exclusive digital content across Chelsea FC Women and Škoda UK channels
  • Drive a Škoda vehicle ahead of the team bus into Stamford Bridge on select matchdays — a symbolic “arrival” moment that adds visual impact and storytelling potential

Amplifying Brand Values Through Women’s Sport

Škoda has long supported women’s sport, particularly through its established ties to professional cycling — including the Tour de France Femmes and the Škoda Cycling Academy. Its growing investment in women’s football through Chelsea FC Women reflects a broader strategy centred on mobility, inclusion and elite performance.

Head of Marketing at Škoda UK, Kirsten Stagg, underscored the shared values at the heart of the collaboration.

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community,” she said via press release.

The brand has also welcomed five Chelsea players as official ambassadors, who will feature across digital content, grassroots and community programs, and Škoda’s internal brand initiatives.

Commercial Significance and Industry Context

Škoda’s continued investment in Chelsea FC Women reflects key trends in the evolving sports marketing landscape. With growing fan engagement, the rising value of sponsorship on women’s kits, and brands aligning with purpose-driven clubs, the partnership showcases the shift towards purpose-led collaborations.

Digital-first engagement through podcasts, player content, and matchday activations is central to long-term sponsorship success. Women’s football is quickly becoming a powerful platform for brand storytelling and global visibility.

Next CEO of Football Australia steps into the hot seat

Whoever the new Football Australia CEO is. They will face tough challenges.

Last Thursday James Johnson announced his resignation as CEO of Football Australia (FA) after five and a half years at the helm.

James Johnson over his tenure has presented over much activity in Australian football.

He’s overseen Australia’s co-hosting the 2023 FIFA Women’s World Cup with New Zealand.

This event produced a record influx of girls and women to all levels of the game and highlighted that the current footballing system didn’t have the capabilities to sustain this increase.

He was partied to the A-Leagues break from the FA into the Australian Professional Leagues (APL) in 2020 in the midst of the COVID-19 crisis.

Only recently he was instrumental in the FA’s creation of the National Second Division (NSD) to develop the footballing pyramid.

Many of these initiatives had and continue to have a significant impact.

Yet the complexity and work for these undertakings continue.

Though who is going to be the successor?

Heather Garriock, ex Matilda, has been confirmed as Interim CEO.

She has had experience in this type of role serving as CEO of Australian Taekwondo and as a director on the FA Board since 2021.

Garriock currently serves on the Asian Football Confederation’s Technical Committee and is an exciting fit.

Other than Garriock’s appointment, very little has been spoken on the position.

State Federation CEOs such as Football NSW’s John Tsatsimas and Football Queensland’s Robert Cavallucci are well regarded in the industry.

Would taking them away from their state positions a wise plan or are they even keen to take this huge role anyway?

Maybe from outside the footballing space a CEO of business experience could be valuable.

That being said, caution of people with little ‘football knowledge’ should not be taken lightly.

Football fans know all too well the divisiveness of CEO’s who don’t understand the complexities of the game can be.

What challenges are ahead?

For whoever claims the top spot, they and the FA already face some important hurdles.

First and foremost, they will have to preside over the upcoming start of the NSD in October this year.

A huge occasion in the story of Australian Football and a competition that many clubs, fans and communities are banking on to be a success.

If successful, not only will it bring back into the limelight storied clubs, who’s history have woven the rich tapestry of Australian football, but it’ll open the pathway to a new and improved Australian footballing pyramid, giving clubs the following and support they need to grow and develop.

Things such as funding opportunities, more mainstream media audiences and the chance to stamp their mark into the footballing nucleus.

Though with great expectation comes more chance for disappointment.

The current system for the NSD can be argued to be sufficient, but like all great shifts in football it needs to grow, to expand and importantly to deliver on its goal of a more streamline pyramid.

This push will face funding and support challenges and the NSD, the clubs and the FA will struggle if this new chapter is stagnant.

Which brings us to the next challenge.

The A-League and APL

The A-league is producing an amazing new generation of players for Australia, with increased viewership, fan presence and transfer revenue from home grown talent its producing a record season.

However, under the surface the A-League has struggled since its break from the FA into the APL.

The funding and its recent overhaul paint a bleak picture for the clubs.

On top of this the prospect of future relegation would worry any figures of the clubs, from investors to the club’s lifeblood’s, the academies and fanbases.

Whoever takes up the new role must walk the uncomfortable tight rope of supporting the extensive and growing football scene while not ignoring our highest professional level.

The Women’s Game

The 2026 Women’s Asian Cup is just around the corner, providing an exciting opportunity to further elevate Australia’s women’s football journey and continue its impressive momentum.

On-field and tournament success are only the tip of the iceberg as the continuation of the game’s development is critical.

The positives of this progression far out way the negatives but the FA and its incoming CEO must make smart and well-constructed plans to keep the progress going.

Funding

James Johnson and the FA recently hatched together a plan for $3 Billion worth of Funding from the Government.

Funding through Government sporting grants is the backbone of football, especially the grassroots system, the highest participated sport community in Australia.

Before leaving James Johnson, the FA and the extensive member federations presented their Securing Footballing Future initiative before the 2025 Federal Election decided our new government.

This document 23 major points, spanning all levels of the game outlines where and how this funding should be allocated over 10 years.

Securing Footballing Future is bold and focuses on key aspects that have been present issues for football.

The new CEO should make sure that this initiative is a crucial deal to ratify with the government to stabilise funding for years to come.

The federal governments $200 million “Play Our Way” grants program in 2023 was created in the euphoria of the Women’s World Cup.

Though not centrally football focused and far smaller amount of funding, it’s proof that government funding can be acquired and allocated.

As the Sydney Morning Herald reported this week, the FA will record $8.3 million loss at the next general meeting on May 23, funding will become a fundamental issue.

Now more than ever the FA is calling for Garriock and its next potential CEO to be ambitious, show strong leadership and be open to taking calculated risks.

It’s a monumental task ahead, but for the passionate and invested football fans around Australia, they know that optimism for the future while simultaneously being grounded in the present is part of the beautiful game.

As the saying goes, ‘one game at a time’.

Whoever is appointed as Football Australia CEO, whether Garriock or another candidate, should seize the opportunity and lead with purpose.

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