Riccardo Tafà

Chelsea FC joins forces with Legends/ASM Global in multi-year deal Chelsea Football Club has entered a new multi-year partnership with Legends/ASM Global Europe, which will become the Club’s official catering service provider. The partnership brings Legends/ASM Global’s wealth of expertise to Chelsea – one of the world’s most iconic football teams – where the team will deliver a unique and fresh approach to the culinary experience for all guests, ensuring world-class match day and premium experiences for fans and guests. Starting this 2025/26 season, Chelsea FC has appointed Legends/ASM Global – the world’s preeminent premium live events company – to enhance the F&B operations across both Stamford Bridge and Kingsmeadow. This includes the reimagination of premium hospitality catering, ensuring the highest levels of innovation in the club’s suites and lounges. The partnership spans both matchday and non-matchdays, as well as conference and events (C&E) catering, and the training and development of the club’s F&B and hospitality teams. Bonnie Rolfe, Chelsea FC’s Venue Director,  said: “As a club, we are committed to excellence in everything we do. We want to ensure the matchday experience for our fans at Stamford Bridge and Kingsmeadow meets that ambition with a world-class food and beverage offering. We are looking forward to working with Legends/ASM Global to deliver on this and ensure Chelsea’s stadium catering is second to none.” Chris Bray, Legends/ASM Global President, Europe said: “We are delighted to partner with Chelsea FC and bring our expertise and passion to the club. In this new and exciting partnership, we are going to bring a fully open and transparent approach to the commercial relationship. The synergies that we can leverage from our newly combined Legends and ASM Global teams means that we are well aligned with the team at Chelsea FC whose vision and expectations for innovation and elevation in this space matches ours. This fresh, industry approach makes this partnership all the more meaningful, and we’re incredibly excited and ready to get to work with one of the most prestigious clubs in European football.” For the full story, go to: https://lnkd.in/g6APSuYW Legends/ASM Global will be out in force at the 2025 SVB LIVE Conference & Exhibition – focused on elevating the live experience – being held at Villa Park on October 6-7th. An Opening Night Icebreaker at one of Birmingham’s iconic arenas will kick things off on October 5th and the SVB LIVE Awards at the home of Birmingham City FC will close the event on October 7th. Martin Jennings, Legends International’s Head of Global Planning, spoke at the recent SVB LIVE Networking Event at Fulham Pier. #HospitalityBusiness #LiveEvents #StadiumBusiness #StadiumCatering #FanExperience #PremiumExperience #SportsBiz #SportsVenueBusiness #SVBLIVE Sports Venue Business ASM Global

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Very proud to launch our first in depth FIFA World Cup 2026™ insights report on SportBusiness (link in the comments) The FIFA World Cup 2026™ is set to redefine sports sponsorship – and brands that understand the real rules of the game will own 2026. The North American sports and entertainment market has long been a trailblazer in commercial innovation, sponsorships and activations – and now, the world’s largest sporting event meets the world’s largest economy. EMW Global’s FIFA World Cup 2026™ Insights report provide a comprehensive analysis: 🏟️ The official sponsorship structure – tiers, rights, and how to actually maximise them. 💰 Host city opportunities – where local activations will drive disproportionate ROI. 🛡️ IP protection & anti-ambush measures – why this regulatory landscape will shape every marketing move. 🎯 The North American market canvas – cultural nuances, fan psychographics, and how brands can speak the right language in each host nation. 💡 ROI-focused strategies – aligning your brand with the world stage while leveraging digital and media reach. 📖 The first in-depth insights released now – link in the first comment.   LINK to part 1 of full report in the comments:

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ARE TOP SUPPLIER DEALS in FOOTBALL REALLY WORTH THE INVESTMENT? They are the private playground of only 3 big players: Nike, Adidas and Puma and it depends on the Perspective. For the Football Clubs: * Undeniably Worth It (Usually) Guaranteed Revenue: Massive, predictable cash flow for 5-10 years, crucial for FFP/PSR compliance and funding transfers/wages/infrastructure * Global Brand Association: Partnering with Adidas/Nike/Puma significantly boosts global brand prestige and reach * Merchandising Powerhouse: Access to the manufacturer's vast global retail, distribution, and e-commerce network dramatically increases sales potential beyond the club's own capabilities * Technical Support: Supply of high-performance kit and training wear for all teams (senior, academy, women's) * Marketing Amplification: Joint marketing campaigns leverage both brands' audiences * Potential Downsides/Risks: * Long-Term Lock-in: A long deal signed at a peak might become undervalued if the club's performance/global appeal surges further. Conversely, underperformance can make the deal look expensive for the brand * Dependency: Over-reliance on this single revenue stream * Creative Control: Limited input over kit design can sometimes lead to fan dissatisfaction * Royalty vs. Guarantee: Liverpool's model (lower base + high royalties) is high-risk/high-reward – great if sales boom, worse if they dip For the Sportswear Brands (Adidas, Nike, Puma) - Worth It (Strategically, but High Stakes): * Unparalleled Global Exposure: Kit sponsorship provides massive visibility in key markets (Europe, Asia, Americas) through broadcasts, stadium presence, fan merchandise, and player endorsements * Brand Prestige & Authenticity: Associating with elite clubs enhances brand image, credibility, and "authenticity" in football culture * Direct Sales Driver: Successful kits drive huge sales volumes globally. A popular player signing can further boost demand * Access to Stars: Deals often include preferential access to club players for individual endorsements * Content & Marketing: Clubs provide rich content and platforms for brand campaigns * Significant Risks/Costs - Astronomical Cost: The sheer size of the deals requires massive sales to recoup the investment. Profitability isn't guaranteed * Performance Risk: If the club underperforms or faces scandals, the brand association can become negative, and sales may suffer * Competition & Saturation: Multiple elite clubs wear the same brand, potentially diluting exclusivity (e.g., Adidas has Real Madrid, Man Utd, Bayern, Arsenal, Juventus) * Fickle Fan Bases: Kit designs or commercial decisions can lead to fan backlash and boycotts * ROI Measurement: Quantifying the exact return beyond direct kit sales (brand lift, market share gains) is complex #topfootballkitdeals #topfootballkitdealsworthit

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Introducing 𝐒𝐞𝐫𝐢𝐞 𝐀 𝐖𝐨𝐦𝐞𝐧 𝐀𝐭𝐡𝐨𝐫𝐚 ⚽️ SPORTFIVE is proud to announce its role in finalising a landmark partnership between Athora Italia, part of the Athora Group — a European leader in savings and retirement services and Serie A Women, the top tier of Italian women’s football currently under the governance of the Italian Football Federation (FIGC). Under this agreement, Athora Italia secures the naming rights, and the league will be officially rebranded as Serie A Women Athora starting from the 2025/26 season. This collaboration represents a major milestone in the growth of women’s football in Italy and a powerful example of how value-driven partnerships can elevate the sport. “This partnership is a testament to our commitment to expanding the boundaries of sports marketing in Italy,” said Rosolino Amenta, Managing Director of SPORTFIVE Italy. “We are proud to have facilitated a partnership that not only elevates the visibility of women’s football but also aligns with Athora’s values of inclusion, resilience, and progress.” Read more here: https://lnkd.in/edRMiQjc

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