soccer Archives - Page 2 of 2

The World Cup Comes to North America: What to Expect in 2026

Posted on February 18, 2024November 18, 2024 by Athelo Group

By Blake Haboush

Athelo Group

For the first time in over 3 decades, the world’s most-viewed sporting event is coming to North America in 2026. The last time the World Cup touched American soil was in 1994 when the United States was the sole host. In just two years, however, the United States, Mexico, and Canada will act as joint hosts with games to be played and influence to be spread all throughout North America. The 2026 World Cup will showcase soccer on some of the largest and most modern stages, with matches taking place in renowned venues like AT&T Stadium in Dallas and cutting edge, grandiose venues such as SoFi Stadium in Los Angeles. For decades, soccer in the United States has been overshadowed by The Big 4 American sports, but hosting the 2026 FIFA World Cup finally presents it at the forefront. This tournament has the potential to inspire a whole new generation of young athletes to pick up a soccer ball, further cementing the game in American sporting culture for years to come.

The Host Cities

The 16 cities set to host matches represent the premier sports destinations across the United States, Mexico, and Canada. Mexico brings iconic soccer capitals like Mexico City, Guadalajara, and Monterrey to the table, while Canada offers up Vancouver and Toronto. The U.S. cities showcase soccer’s expansion into top-tier American sports markets, with massive stadiums in New York/New Jersey, Los Angeles, Dallas, Atlanta, and San Francisco on display. Emerging hotbeds like Seattle, with its 69,000-seat Lumen Field soccer stadium, Kansas City, home to the first soccer-specific stadium built in the U.S. in 2011, and Houston, whose MLS team draws over 15,000 fans per game, highlight soccer’s grassroots growth in infrastructure and fan support across the country. Other key metro areas include Boston, Philadelphia, and Miami. This blend of established soccer cities and untapped markets offers the perfect mix to bring the spectacle of the World Cup to all of North America.

The Final Destination

Earlier this month, FIFA announced a historic decision: the 2026 World Cup Final will be held at MetLife Stadium in East Rutherford, New Jersey, just outside the bright lights of New York City. This decision marked the first time the World Cup Final would be played in the New York metropolitan area. MetLife Stadium, home of the NFL’s New York Giants and New York Jets, seats over 80,000 fans and is full of state-of-the-art amenities such as luxury suites, Wi-Fi connectivity, and a variety of food and beverage options. Moreover, to meet FIFA regulations, MetLife Stadium will have to change their infamous artificial turf to natural grass. FIFA cited the New York region’s world-class facilities, transportation infrastructure, and experience hosting major sporting events as reasons for selecting MetLife Stadium.

Hosting the final in New Jersey positions the World Cup finale in one of the biggest media markets in the world. For traveling fans, MetLife’s proximity to New York City will combine attending the Final with visiting one of the most desired cities in the world, the Big Apple. The renowned sights and sounds of New York City will enhance the spectacle of the World Cup Final, leaving fans with memories of both the match and the electric atmosphere of the city. Traveling supporters can immerse themselves in New York City’s vibrant culture by exploring the famed museums, bustling shops, Broadway shows, and iconic architecture during their trip.

Future Impact

Co-hosted by the United States, Canada, and Mexico, The 2026 World Cup has the potential to greatly enhance the popularity and development of soccer in the United States. As the most-watched sporting event globally, hosting World Cup matches will introduce soccer to a vast American audience. With games held in large NFL stadiums across the U.S. filled with passionate fans and curious newcomers alike, the event promises an unparalleled experience of the world’s favorite sport at its pinnacle. This surge in attention could inspire more Americans, both young and old, to engage with soccer, fostering its growth and prosperity in the country. Major sponsors such as Visa, Adidas, and Qatar Airways have extended their support, amplifying the World Cup’s visibility in the coveted U.S. market.

Additionally, young American fans will have the chance to witness global superstars like Kylian Mbappe, Jude Bellingham, and Vinicius Jr. showcase their skills on American soil for the first time. Witnessing Mbappe’s speed and clinical finishing, Bellingham’s box-to-box dominance at midfield, and Vinicius’ artistry and dance moves up close will hook the next generation of athletes. Beyond their on-field prowess, the marketability and social media presence of these stars could encourage more young athletes to embrace soccer over traditional American sports. The domestic league, Major League Soccer, will also benefit from heightened interest and engagement, leading to increased revenue opportunities. This surge in interest should bolster youth development programs and club teams across the U.S. as more aspiring athletes are drawn to the allure of the beautiful game.

Looking past 2026, the effects of a North American World Cup could sustain for years to come. Beyond record American engagement, the competitiveness of U.S. national soccer teams should increase as well. Notably, as the host nation, the U.S Men’s National Team (USMNT) will receive an automatic bid to play in the 2026 World Cup. This gives the USMNT invaluable experience on the biggest global stage, as well as increased recognition and support from American fans. Whether you plan to watch from the stadium or from the couch, we can all look forward to an electric year for U.S. soccer in 2026. With world-class stadium infrastructure and elite competition on U.S. soil, there’s no doubt the World Cup will serve as a pivotal moment for soccer in America, further elevating the sport’s popularity and prominence.

Sources:

Rising Fortunes: The Women’s Sports Revenue Boom

Posted on December 17, 2023November 12, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Gone are the days when women’s sports were relegated to the background, and it’s about time we all take notice. They are now front and center, dazzling us with sheer talent, grit, and an unapologetic flair for drama. Women’s professional sports have witnessed a remarkable upswing in revenue, reflecting a major shift in perception and commercial viability. This trend can be attributed to several key factors, including increased media coverage, greater corporate sponsorships, and a growing global audience. It’s simple: women’s sports are here, they’re fierce, and they’re reshaping the landscape of athletics as we know it.

Women’s Sports Have Hit a Revenue Inflection Point

In a landmark prediction by Deloitte, women’s professional sports are expected to surpass a revenue milestone of $1B by 2024, marking a 300% increase since 2021. This financial boom is a testament to the growing fanfare and marketing efforts in women’s sports. The 2023 FIFA Women’s World Cup, for example, brought in over $570M in revenue, produced record-breaking ticket sales, and experienced an all-time high in broadcasting viewership.

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Sports publishers like The Gist even reported greater ad revenue from the women’s World Cup than the men’s tournament, while Front Office Sports reported an even yield between both genders. Compared to years past, results like these are monumental. They challenge the traditional narrative around women’s professional sports, often seen as a cost center rather than a revenue generator, and reflect their growing commercial appeal.

Networks and media moguls alike are placing more focus than ever on tapping into women’s sports audiences. During a meeting with NCAA President Mark Emmert, Georgia Tech Coach Nell Fortner passionately announced: “We’re a huge potential revenue stream.” She highlighted the longevity of college athletes, their ability to attract new fans, and the need for a change in perspective. Her plea reflects a growing consensus that women’s elite sports represent a significant investment opportunity. Take the NCAA women’s basketball, for instance. Their games are now must-watch events, with last summer’s championship game between LSU and Iowa drawing 10M viewers. Thanks to gritty performances by Angel Reese and Caitlin Clark, the game became the most-watched college sporting event ever broadcasted on the ESPN+ platform.

Brand Strategy Meets Female Athlete Opportunity

Record-breaking viewership has caught the attention of major brands and venture capitalists who all want in on women’s sports growing appeal. Now more than ever, aligning with women’s sports isn’t just goodwill– it’s smart business. In recent years, we’ve seen AT&T, Deloitte, and Nike all become prominent WNBA partners. Sky Sports and the BBC are now committing an annual $20M to the Women’s Super League in the UK. In addition, Barclays’ recent sponsorship in the FA Women’s Super League and Gucci’s partnership with professional footballer Leah Williamson highlight the investment value behind female athletes. Even venture capitalists agree: a new NWSL team in Los Angeles, backed by Silicon Valley venture capital, points to the increasing valuation of female sports professional teams, now ranging between $20M to $100M. These developments underscore the rising importance of media and marketing in elevating the profile and profitability of women’s professional sports. It’s a win-win, with companies gaining positive exposure and women’s sports basking in the financial glow.

And let’s not forget the global audience – women’s sports have truly gone international, as events like the Women’s World Cup and the WNBA now draw record viewership in both the United States and Europe. As these leagues gain more recognition and visibility around the world, they are attracting a larger and more diverse audience. Fans from all corners of the world are tuning in, buying merchandise, and passionately following their favorite teams and athletes. This enthusiasm is evident in the Australian national team’s jersey sales during the last World Cup. Sales were up 19 to 1 compared to 2019, with the Matildas Nike kit quickly selling out in brick and mortar stores. Nike’s Pacific VP, Ashley Reade, told Octus Sports that the record sales are “a true testament to the power and pull of women’s sport” across the globe.

Sustainability, Investment and the Future of Women’s Sports

This shift in women’s athletics goes beyond financial aspects, marking a cultural renaissance in the sports world. The synergy of enhanced media coverage, sponsorships, and a growing global audience has propelled women to the forefront. As we approach 2024, the future of women’s athletics is filled with promise and excitement. This period is not just about athletic capability but also about the increasing influence of female athletes as role models. Their impact, combined with record-breaking global engagement, is setting the stage for 2024 to be a landmark year in shaping the cultural significance of women’s sports.

Sources:

Sports Technology Evolution: How Innovation Is Changing the Game

Posted on November 20, 2023December 3, 2025 by Athelo Group

By Madeline Lannigan

Athelo Group

In the dynamic realm of sports, where every second counts and every move can make or break a victory, the fusion of technology and athleticism has given rise to a revolution like never before. Now more than ever there is a fascinating intersection of sports and technology that is reshaping the landscapes of sports equipment, sports data, and athlete health. From sports gear innovations that push the boundaries of performance to data-driven analytics that unveil the intricacies of an athlete’s every move, we are witnessing an era where technology is not merely a spectator but an active player in the game. Many athletes like Alex Aust and Marcus Holman have bought into the technology and have seen incredible results in their performance and overall sports advancement.

Redefining Equipment, Materials & Performance

One of the most significant areas of technological advancement in sports is at the material level. Innovations in this field have given rise to lighter and more durable materials like carbon fiber and advanced polymers. This shift has notably impacted sports equipment from tennis rackets to golf clubs and helmets. The Paddletek Tempest Wave Pro Pickleball Paddle, for example, represents the advancement of material technology in paddle sports to reduce weight and increase performance. Material advancements also extend to the safety of athletes. In recent years, the design of football helmets has evolved to prevent life-altering head injuries. Energy-absorbent liners made of polystyrene and dual-density foams help mitigate the impact of hits. 3-D printing innovations help give players a customized, safer fit. The incorporation of slip-plane technology allows for the helmet’s shell to slightly rotate, addressing nonlinear impact.

Wearables, Analytics & Real-Time Athlete Monitoring

Like material technology, advancements in wearable devices have also revolutionized athlete performance and longevity. Wearable devices help athletes better monitor their physiological metrics by tracking factors like heart rate, sleep patterns, and physical activity. Gathering this invaluable data allows athletes to be more in tune with their bodies during training, optimizing performance on and off the field. The real-time insights these wearables offer empower athletes to make informed decisions about their performance, contributing to improved training and injury prevention. Products like the Whoop Band work off the field, tracking the sleep and recovery times of athletes to optimize their performance. On the field, hundreds of professional soccer clubs use devices from brands like STATSports to measure actionable insights in real time. Worn under a vest, a STATSports device utilizes a GPS, accelerometer, gyroscope, and magnetometer to gather 600 data points at once. As a result, the information provided can help prevent non-contact injuries and thwart physical overload. Paired with machine learning algorithms, devices like these can also predict outcomes and recommend strategic changes, giving coaches and players a competitive edge and enhancing overall team performance.

Integrity, Fair Play & Technology Safeguards

Technology has also become a guardian of fair play in sports. Employing advanced testing methods such as mass spectrometry and blood profiling helps detect doping. This aids in upholding the principles of fair competition, which have frequently been questioned, particularly in the international athletic field. Moreover, blockchain technology helps to decentralize information, securing the integrity of sports data and ensuring that records and results remain tamper-proof. These measures protect the game’s sanctity and foster a culture of fair play, ensuring that athletes’ hard work is rewarded.

Ensuring that athletes are able to consistently perform their best and avoid career-ending injuries is one of the most impactful uses of sports technology. A particularly impactful application of technology in sports is the Q-Collar, a collaboration between lacrosse stars Marcus Holman and Alex Aust. The Q-Collar aims to shield the brain from the damage caused by repetitive head impacts. Research indicates that athletes not using the Q-Collar were three times more likely to experience significant changes in their brain tissue. This partnership underscores the potential of technology to prioritize athlete well-being and ensure a safer playing experience.

The Future of Sports Technology & Industry Impact

As technology advances, its pervasive influence on sports becomes increasingly evident. From reshaping equipment materials to enhancing athlete monitoring analytics and maintaining fair play, technology is undeniably changing the game. The future promises even more exciting innovations, further blurring the lines between sports and cutting-edge technology. Here at Athelo Group, we can’t wait to see what comes next.

Sources:

The Impact of Soccer in the US, and Its Continued Rise in Our Culture

Posted on August 14, 2023November 12, 2025 by Athelo Group

By Jack Bluestine

Athelo Group

Soccer has been steadily increasing its influence amongst the American public. This once-niche sport has made significant strides in capturing the attention and hearts of Americans. With events like the ongoing 2023 FIFA Women’s World Cup, the highly anticipated European friendlies on display, and the upcoming 2026 FIFA Men’s World Cup – set to take place right on American soil – the future of soccer in the US is shining brighter than ever before. As the world’s attention turns to the backdrop of many iconic American cities, there seems to be a yearning for a collective moment that will galvanize the nation’s enthusiasm for soccer, solidifying its place in our culture.

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

Enter Lionel Messi. One of the most polarizing figures to ever step foot on the pitch, Messi’s arrival to the US to play for Inter Miami CF has revolutionized the way Americans will watch and interact with the world’s number one sport. The deal that helped coax Messi over from Europe will surely pay huge dividends in helping grow the MLS fanbase. Since he signed on, viewership has skyrocketed, attendance & jersey sales as well, and with MLS’ deal on Apple TV, it allows for 100+ other countries the ability to tune in and watch, substantially increasing the value of this deal overall. Technological advances such as the growth of social media and streaming platforms are creating new and easily accessible opportunities for Americans to indulge in the Messi mania. His impact has been seen early on with his debut for Inter Miami attracting a collection of high-profile celebrities such as Kim Kardashian, LeBron James, and Serena Williams. Attendance was well-worth the increased ticket price as Messi had a game-winning 94th-minute goal to secure the win. After the 2022 World Cup, the presence of soccer in the States is booming, creating growth amongst the biggest leagues in the US. With an icon like Messi as the face of the league, the MLS can begin to grow in many different avenues. This is a drastic change that no one in the early days of the MLS’ existence thought would occur.

How Soccer Is Expanding

What has always played second fiddle to the core four sports in America (NBA, NHL, MLB, NFL), the MLS has quietly grown and built its own unique empire within the US. After its initial rebranding in the early 2000s, the MLS changed directions to fit the styles of European soccer clubs worldwide. The US-based soccer clubs had names switched from the likes of the Miami Fusion and Tampa Bay Mutiny to more classic club names like NYC FC and Inter Miami CF. This switch helped further acclimate the US teams to the global standard of soccer worldwide. They also expanded the league overall, going from 10 to 29 teams, with plans to expand to 30 teams in 2025 – the hope being to eventually become a 32-team league. This expansion allows for the continued growth of soccer in cities across America, giving fans a new tie into the sport on a localized level. The MLS has made these numerous changes to keep pace within American sports culture, aiming to be seen in the same tier as the core four.

The impact that European teams and leagues have had on this growth can’t go unnoticed. This summer, America has witnessed some of the top European clubs across Europe come to the US and play in exhibition matches in front of American crowds. Clubs such as FC Barcelona, Real Madrid, Manchester United, Arsenal, and AC Milan have all taken part in the Soccer Champions Tour, to give a glimpse at the excitement of European competition in the US market. These efforts have paid off, with the average attendance of these matches being about 55,000. Real Madrid and FC Barcelona set an attendance record in late July. The match was held at AT&T Stadium in Dallas, Texas, with just over 82,000 fans, the record for the highest-attended El Clasico in US history. Progression has been tremendous this summer throughout the country, as people are all starting to take a serious look at the rise of soccer in the US.

The ongoing Women’s World Cup has also helped build and increase the exposure of soccer culture to the US. After the US Men’s team got knocked out in the Round of 16 in December, all eyes turned to the USWNT. With a third straight World Cup trophy on the line, a feat that had yet to be accomplished on both the women’s and men’s sides of the tournament, the hype for the women in 2023 was palpable. Headlined by stars such as Alex Morgan, Megan Rapinoe, and Julie Ertz, all looking to finish off their illustrious careers by adding another trophy for their home country into the books, this event held a lot of promise. Unfortunately, the USWNT was recently knocked out by Sweden in the round of 16, their first time not advancing to the quarterfinals – ever. This shocking exit so early in the World Cup, is drawing national attention to the USWNT again. Many have speculated if they are past their golden era and if a rebuild is needed in order to be back in the spotlight. Talks have begun on how the talent gap in women’s soccer has closed and there is a need to change to get back to global prominence.

The Commercial Face of U.S. Soccer

Outside of the negative press surrounding the USWNT’s unexpected exit, the highlights from this World Cup have created major buzz in American culture. The Women’s World Cup has provided many worthy stories which help to garner the attention of individuals outside of the typical soccer audience. Linda Caicedo of Columbia became the first soccer player (male or female) to score in three world cups in a calendar year. Despite inadequate funding from their federation, Jamaica’s team made it past the group stages for the first time, and Morocco has made headlines with defender Nouhaila Benzina being the first player to actively wear a hijab while competing at a senior-level global tournament. The celebration of and discussion around soccer is taking shape in America at unprecedented levels.

The Future Holds for Soccer in America

As many tournaments and events in the soccer world continue to commence on US soil over the next couple of years, especially the 2026 FIFA Men’s World Cup, the impact and importance of soccer in the US will only continue to grow. Messi has helped to pave the way for a global audience to be interested in the MLS, and the MLS followed by continuing their expansion and involvement in new communities. What is known as the world’s most popular sport outside of the States, soccer will continue its rapid growth in American culture. Five years from now, it is likely that MLS and soccer generally will be of the utmost importance in our society. It won’t take away from what the core four has built, but will add a completely new element to sports culture in the US. The love and compassion of clubs’ fan bases abroad will echo into America’s foundation for support of the game and the impact it will have on our society will be one that continues to enhance the rise of soccer culture in the US.

Sources:

Team Ownership: Lessons from Wrexham

Posted on June 17, 2023November 18, 2024 by Athelo Group

By Sophia Nadler

Athelo Group

In February of 2021, Hollywood stars Ryan Reynolds and Rob McElhenny shocked the world with their purchase of Wrexham’s soccer club. What did two American actors know about English football, and why did they want a stake in a dying, fifth-tier club? Two years later, their move appears more strategic and genuine than ever. Wrexham has since moved into the English Football League, its revitalized community is thriving, and there’s even a binge-worthy FX docuseries in the mix. McElhenny and Reynolds’ decisions exemplify how, when done right, team ownership can enhance a sports community and restore faith in a neglected club. The impact has undoubtedly had a ripple effect, leading to a recent surge in celebrity owners who hope to achieve similar results.

Authentic Interest

Part of McElhenny and Reynolds’ draw to Wrexham was the club’s ability to earn a “promotion,” which presented a much more dynamic structure than most American sports leagues. For example, Wrexham’s season in the National League is 44 games. Each team in the league earns three points for a win, one for a draw, and 0 for a loss. The team with the most points at the end of the season wins promotion into the higher-tier English Football League. As potential new owners, McElhenny and Reynolds identified this promotion as their primary goal.

Before McElhenney and Reynolds acquired ownership of the club, they went to great lengths to express this goal and to demonstrate how their commitment extended far beyond financial gains. Wrexham’s club had been under fan ownership since 2011, which meant that their takeover required the approval of over 2,000 members of the Club Trust. During their presentation to the Trust, Reynolds emphasized their mission statement to transform Wrexham into a global powerhouse and to “become a part of the Wrexham story” rather than the other way around. Following the meeting, an overwhelming 98% of the members voted in favor of the sale, acknowledging the actors’ deep respect for the club’s history and their recognition of Wrexham AFC’s significance as a pillar of the community.

First Steps

Even with the takeover incomplete, McElhenny and Reynolds invested money into Wrexham. They contributed to Wrexham’s Transfer Fund to help strengthen the squad roster in the upcoming season. As a result of their efforts, the team was able to secure better players and was one step closer to being a competitive force in the league.

Once the takeover was finalized, Wrexham’s new owners continued taking steps to garner community support. American owners of British clubs have historically had an uphill battle in this arena. Consider the Glazer family’s ownership of Manchester United: while their wealth and business acumen were highly regarded, their limited understanding of the British football community left fans feeling disdainful. If American outsiders Reynolds and McElhenny wanted to give the club comeback, they’d have to give the community one, too. With Wrexham’s nearby Queensway area ranked by the Welsh government as the third-most impoverished neighborhood in the country, the two had their work cut out for them.

The new owners recognized the club as a lifeblood for the town both financially and emotionally. McElhenny made his reverence clear, explaining that Wrexham players are “playing for their lives . . . You can see the passion. They’re playing with every last drop of their blood.” Both actors approached team ownership by balancing the town of Wrexham’s perspective and their own business expertise. They rallied around local businesses like Turf Pub, bought homes in the area to remain hands-on, and polled the community to supplement where their knowledge lacked and maintain integrity with the fans. Hiring top-tier head coach Phil Parkinson and high-ranking MLS soccer exec Fleur Robinson, they enlisted industry giants to make critical decisions. Wrexham’s stadium, Racehorse Grounds, underwent major renovations and grounds replacement through millions in investment money, elevating the overall onsite experience. In addition, they increased the budget for player salaries to bring on top players like striker Paul Mullin. In response, season ticket sales tripled and average game attendance rose to almost 10,000. In 2023– just two years into new ownership– the team achieved promotion to the English Football League.

Welcome to Wrexham

Along the way, Reynolds and McElhenny documented their endeavor in a wildly successful FX series, Welcome to Wrexham. Instead of focusing solely on their journey as team owners, the actors used the show as an opportunity to humanize the town and tell its stories. Considering Wrexham’s football club is rich with a 150-year-old history and deeply engrained in the town’s culture, its impact on the community is overwhelming. In the series, a citizen’s voice-over encapsulates the draw of Wrexham AFC, explaining: “Wrexham is a town that battles against odds constantly. It really is a place where people deserve a little bit more than they’ve got out of life. But the thing we love more than anything is the football club.”

From celebratory shots at the local pub to highlights of players’ stories, the show captures the essence of Wrexham football’s unifying power. Thanks to the documentary, audiences worldwide fell in love with Wrexham’s comeback story and the unlikely passion and conviction of two American outsiders. Tourism has increased alongside the show’s exposure as U.S. fans flock to the small town to experience the excitement in person.

The Ripple Effect

As a result of Reynolds and McElhenny’s ownership, other celebrities have followed suit with teams of their own. Joining the National Women’s Soccer League, Natalie Portman’s female-led Angel City Football Club debuted in Los Angeles just last year. The team is backed by a roster of sports figures including Billie Jean King, Mia Hamm, Abby Wambach, and Serena Williams. Just as Reynolds and McElhenny have done at Wrexham, Portman’s group made player pay and authenticity a priority. They recently signed Christen Press with a $700K 3-year contract, making her the highest-paid player in the league. The group hopes to use the team as a way to elevate women’s sports, support pay equity, and invest in the greater Los Angeles community.

As Wrexham lives out its promotion dreams next season, it will be interesting to see McElhenny and Reynolds’ continued oversight and the growth that ensues. New and veteran team owners alike should take note of how these two unlikely figures have transformed Wrexham. Their enthusiasm and devotion is palpable, and it’s secured a win for both the club and its surrounding community.

Sources:

Saudi Arabia Investing Billions of Dollars in Sports

Posted on January 20, 2023November 12, 2025 by Athelo Group

By Claire Brown

Athelo Group

Saudi Arabia, with its borders recently opened to tourism, has implemented the Saudi Vision 2030, an economic and social reform blueprint that is opening up the country to the world. The sports industry is one of the vital aspects of Saudi Vision 2030. The country’s idea to pursue sports did not come overnight; it materialized alongside growing sports popularity and their desire to compete at an international level.

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

While Saudi Arabia lacks history in the industry, the country is quickly making its mark. In November, Saudi Arabia was the only team to beat World Cup Champion Argentina in Qatar. This win proved that Saudi Arabia’s investment in soccer is paying off. In addition to soccer, Saudi Arabia is pouring millions into Winter Sports, Golf, F1 Racing, and more. It seems that the only sports the country is staying away from are America’s Big 4: Basketball, Baseball, American Football, and Hockey.

Saudi Arabia’s Investment in Soccer

One of Saudi Arabia’s primary investments is in soccer. Saudi Arabian club Al-Nassr recently signed a two-and-a-half-year contract with Cristiano Ronaldo, making the 37-year-old athlete the highest-paid soccer player in history, and the highest-paid athlete in the world. Ronaldo is expected to make $212 million per year. For context, Liverpool, which has a home roster of 77 players, pays their entire team a combined $244 million per year. A contract this high is almost unheard of for a player nearing retirement, especially since Ronaldo is no longer in his prime. His 2022 performance was subpar, as he was benched in the later parts of the World Cup and with his club team Manchester United.

So the question remains: why would Al-Nassr offer a nearly retired athlete so much money? The ROI resides in the idolized figure Ronaldo represents, not necessarily in his current level of play. Ronaldo’s presence means a steep increase in tourism as soccer fans around the world come to see him play before his career ends. Part of Ronaldo’s contract also includes commercial agreements, which enable the country to expand its marketing beyond natural resources, breaking the public’s strong perception of Saudi Arabia as a country solely associated with oil. Saudi Arabia also has a young population, so Ronaldo will serve as a role model who draws the younger generation to the sport and enhances youth development in the country. The financial cost of Ronaldo seems irrelevant compared to the societal, economic, and political gains he brings to Saudi Arabia.

In addition to Ronaldo, Saudi Arabia hopes to acquire even more soccer players and clubs. Lionel Messi’s two-year contract with Paris Saint-Germain F.C. expires this summer, and the Saudi Arabian club, Al Hilal, reportedly offered him $300 million per year. About 15 months ago, the Public Investment Fund (PIF) took ownership of the Premier League club, Newcastle United. The change left fans in England divided. Some found the political implications upsetting, while others saw this as a good opportunity for club growth. While Newcastle United typically finishes in the lower half of the Premier League table, they are currently ranked 3rd this season, sitting above usually dominant clubs Liverpool and Chelsea. The purchase of Newcastle United made sense for the PIF considering the Premier League possesses a massive fan base and is the most-watched league in Saudi Arabia. There are also rumors that the PIF may purchase Premier League giants, Liverpool and Manchester United, whose current owners are open to selling.

The Investment in F1 Racing

Saudi Arabia is now two races into a fifteen-year F1 Racing deal and expects to host four Grand Prix this year alone. Each Grand Prix reportedly costs $65 million in hosting fees, and over the next fifteen years, Saudi Arabia will likely spend over $900 million in hosting fees alone. With this investment, Saudi Arabia hopes to bring a Formula 1 racing team to their country. Their sights are currently set on McLaren and Aston Martin after relocating the companies’ headquarters to their country. Investing in motorsports is a no-brainer for Saudi Arabia– oil is what the country is most known for. The largest and most valuable oil company in the world, Aramco, produces one-third of the world’s oil and is based in Saudi Arabia. The country wants to use this F1 partnership to grow, build racing academies, and develop a Saudi Arabian team with drivers from their country.

How Saudi Arabia Has Invested in Golf

In 2021, the PIF backed LIV Golf, a new golf league founded by Greg Norman. This revolutionary league aims to eclipse the sport of golf’s premier tournament organization, the PGA tour. With the league’s large bank account, they are well on their way. In its first two years alone, the league has already spent over $2 billion. LIV used the money to entice veterans and rising talent into joining the league with signing bonuses and large sums of prize money. LIV reportedly offered Tiger Woods $700 million, the most lucrative deal known to date, to play in the league. Each regular season event consists of $25 million in prize money, with $20 million distributed among victors for the individual event and $5 million split in the team competition.

Saudi Arabia’s own government acknowledges that LIV is an expensive endeavor, however, the country isn’t necessarily looking for an ROI. They are more focused on the potential influence gained from backing the league.

Winter Sports: 2029 Asian Winter Games

Saudi Arabia recently won the bid to host the 2029 Asian Winter Games. The country plans on building a $500 billion megacity to host this event. Given their desert climate, this will be a challenging investment. Saudi Arabia’s winter temperatures range from 45° F to 68° F, which isn’t exactly ideal for a sport that requires mass amounts of snow. Despite the climate, Saudi Arabia is set on building a carbon-neutral winter wonderland in preparation for the Asian Winter Games. The year 2029 is a ways away, but it will be interesting to see how Saudi Arabia can create snow parks that meet the standards for a professional competition.

As Saudi Arabia invests billions of dollars into the sports industry, it’s apparent the country wants a piece of the sports world’s growing power and influence. Due to their investments, Saudi Arabia is already seeing a positive change in their country. Jobs at sports clubs increased in the past three years by 129%; administrative jobs rose by 156%, and career opportunities in sports jumped by more than 114%. Sports growth in Saudi Arabia also gave women unprecedented rights as the country opened sports participation to all genders. Saudi Arabia also implemented reforms to encourage female participation in sports, which helped increase female participation by 150% in the past 5 years.

Saudi Arabia was a closed country for many years and did not encourage much tourism or international visitors, which resulted in misconceptions about their culture. Now armed with the power of sports, Saudi Arabia is giving the world a chance to experience its culture firsthand.

Sources:

Qatar to Set Records: 2022 FIFA World Cup

Posted on October 24, 2022August 4, 2026 by Athelo Group

By Samson Wolpov

Athelo Group

For the first time since 2018, countries from all over the world will come together and unite to watch one sporting event: the 2022 FIFA World Cup. Starting on November 21st, 32 national teams will compete with the hope of hoisting up the World Cup, the gold trophy that is awarded to the winners of the tournament. Hosted in Qatar, this is the first time the tournament will be held in the Northern Hemisphere. They are hosting this tournament during their winter due to the summer time in Qatar becoming so overwhelmingly hot that it could have become a safety concern for players and attendees. On top of that, this is the first time that the World Cup will be hosted “in-season” as all leagues around the world are in the midst of their own season and will now be forced to take a break from competitions to allow players to compete. This World Cup will break down a lot of barriers and set a new standard for future tournaments to follow in terms of the venues, activations, and sponsorships that are incorporated into the month-long competition.

Recently, Saudi Arabian countries have been known for having lucrative amounts of money invested in different sporting events around the world. The PIF, Saudi Arabian Public Investment Fund, has backed the Premier League club Newcastle and the newly formed Golf league, LIV Golf. The Middle East is no stranger to spending money on sports, but Qatar has taken this to the next level. It is being reported that Qatar is spending a whopping $200 billion on various infrastructure projects that include stadiums, highways, and hotels. In response, football expert Kristiyan said, “Although Qatar is known for being one of the wealthiest countries in the region, no one expected it to spend that much money.” In comparison, in 2018 when Russia held the World Cup, they spent $14.2 billion; a significant difference when looking at Qatar’s spending, but this was not without cause. Qatar built seven brand new stadiums to host all games in their country, but the infrastructure alone is not the only record-setting number at play. It is being reported that the World Cup has a total prize money pool worth roughly $440 million. The winners will receive $42 million, a $4 million difference from 2018’s world cup when France received $38 million. The prize money alone amounts to over a quarter of FIFA’s budgeted investment for the event. FIFA and Qatar are not the only people shelling out large sums of money; companies around the world want to get involved in this global competition and do so by sponsoring the event in different capacities.

With the FIFA World Cup being a global tournament, it holds unique aspects that not many other tournaments or leagues have. With 32 different countries coming together, sponsoring this event is a privilege for companies. They have the ability now to reach so many different consumers from all over and bring awareness to their brand on a global scale. These companies are now not only able to increase their brand equity, but also create brand loyalty and cement themselves in the lives of the consumers. To do that, however, takes a large investment. For example, India’s largest Ed-tech company, Byju’s, has become the first Indian official sponsor of the FIFA World Cup after paying approximately $30-$40 million. While this is a first for Byju and Indian-based companies, certain companies like Budweiser have a long-standing relationship with FIFA World Cup and has been the official beer sponsor for the last 25 years. Additionally, companies such as Hisense, Vivo, Mcdonalds, and Crpyto.com, have all become official sponsors for the FIFA World Cup starting on November 21st.

On the consumer side of things, FIFA and Qatar have been working hand-in-hand to plan and construct different fan entertainment zones and activations. Throughout this event, there will be six different activation sites: Official Fan Fest – Al Biddah Park, The Corniche, Lusail Boulevard, 974 Beach Club, Arcadia Spectacular, and ARAVIA. The most notable of these is the fan fest at Al Biddah Park as it is reportedly the largest fan fest in 2022 and is relatively new as it was finished in 2018. At this park, fans will be able to purchase food and drinks, enjoy different entertainment, and tune into the matches. While it is important for Qatar to be able to hold this event in their country, it is even more important to be able to put on a show for these fans and encourage them to come back in the future. At this time of the year, Qatar will be a tourist hot spot and it is important to be able to show these fans the beauty of the country and the fun and memories that will come along with it.

Off the pitch, Qatar and helping parties have got everything figured out, but on the pitch, there is everything to play for. As the reigning champs, France has the second-best odds of +600 (6/1), according to PointsBet. After coming off a heartbreaking loss in the UEFA Euro tournament in 2020 to Switzerland, France has all the makings to become back-to-back World Cup champs but they have a red-hot Brazil team in their way. Brazil’s last loss came a little more than a year ago as they lost to Argentina in the Copa America tournament. This Brazilian team has vengeance on their mind as they have to make up for their quarter-final loss in the 2018 World Cup and the 7-1 thrashing they endured in the 2014 World Cup. Now for the hometown team, the US team is looking to make some noise after missing out on the 2018 World Cup in a disappointing fashion. While the US squad does not stack up to the other European teams, they have a lot to look forward to in the future as the average age of the squad is 24 years old. While the odds certainly favor Brazil and France, this tournament is truly anyone’s to win.

With Qatar getting ready to host the 22nd-ever World Cup, companies and fans around the world cannot wait to get in on the action. From fan zones and entertainment hubs to sponsorships and partnerships, the World Cup is truly one of the most unique and special tournaments that sports have to offer. With November 21st right around the corner, we will see who will be crowned champion of the world.

Sources:

Premier League Cracking Down on Gambling Sponsors

Posted on July 15, 2022August 27, 2025 by Athelo Group

By Samson Wolpov\

Although sports have reportedly been around for 3,000+ years, historians say sports betting has only been around since the mid-20th century. Recently, sports betting has seen a crackdown on regulations in some parts of the world because some countries or citizens perceive it as organized crime. In other parts of the world, it is seen as a revenue stream opportunity that, in return, provides services for citizens. In general, sports betting has become very commonplace with the ability to place bets from the comfort of your home instead of needing to go to an in-person sportsbook. To date, there are more than 45 legal online gambling platforms and almost twice that amount of illegal platforms. Despite this boom of online sportsbooks and an increase in their popularity, not all sports leagues are welcoming them with open arms.

At the beginning of the 2019-2020 season, gambling companies began infiltrating the Premier League clubs with lucrative amounts of money to be the title sponsor for ten clubs. These clubs earned a record £349.1 million in sponsorship deals during the season, a rise of more than 10% from the previous season. The prevalence of these companies has increased in the second division where 17 out of 24 club jerseys showcase a betting logo. This means that 27 out of the 44 top clubs in England – more than half of the clubs – have betting companies as main sponsors. None of the top six teams currently have gambling sponsors – their current sponsorship deals have generated enough revenue to keep them comfortable without pursuing this slightly more controversial path. However, the remaining 14 clubs need to find deals that will bring them the most possible money so that they can compete with the top clubs. That is exactly what West Ham United did when it struck a deal with Malta-based Betway for £10 million pounds. The most recent partnerships created this year were Everton’s deal with Stake.com and newly promoted Bourmoueth’s collaboration with Dafabet. Deals like these are providing clubs with the funds they need to sign talented players from around the world, elevating their status in the league.

Since soccer is the most popular sport in the world, it comes as no surprise that the most popular sport is also the most bet on. According to Sportradar’s betting and sports data analysis, about 70% of the world’s betting (both legal and illegal) comes from gambling on soccer. Although the World Cup witnesses the biggest betting volume, the Premier League is not foreign to gambling as sportsbook sponsors are among the ruling sponsors in the league. With the Premier League season only one month away, the U.K. government recently announced that it is looking to halt all online gambling business within the country. This news has serious implications for the Premier League as half of the teams in the top division are currently sponsored by gambling companies. The second-tier English Football League, whose title sponsor is a sports betting corporation – Sky Bet, announced that if the bans were to be imposed, the clubs within the league would lose north of £47 million per year.

Much of the pushback the league is setting stems from the U.K. government’s efforts to crack down on the promotion of gambling among the youth. In 2005, the Gambling Act in the U.K. was passed which dictates the protocols for all casinos, poker, sports betting, and lottery betting. Since then, it is estimated that there are around 24 million people betting on various games. In 2020, the Department for digital, culture, media, and Sport (DCMS) launched a review of the gambling laws amid the concern over youth exposure through various advertisements and football sponsorship. The reported changes that are under consideration are a betting limit on online and mobile casinos of £2.40 to £6 per wager, a ban on games that allow users to lose lots of money very quickly such as slots, and a ban on free bets.

Back in the states, there is the potential for the opposite to happen. Now that 19 states have legalized sportsbooks and gambling, these companies are starting to infiltrate professional and collegiate teams by adding in-person sportsbooks into stadiums and nearby buildings. Citi Field (New York Mets), Wrigley Field (Chicago Cubs), and Tiger Stadium (Louisiana State University) are among the many teams that have added gambling companies as sponsors. Professional sports leagues in the US are almost starting to welcome gambling company sponsorships as the NFL has partnerships with a dozen of sportsbooks and fills broadcasts with popular commercials from Draftkings, Fanduel, and Caesars.

Back across the pond, a decision on this voluntary ban will be decided by July 21. For the ban to be in place, 14 out of the 20 teams will have to come to an agreement. The sponsors won’t be banned right away but rather over a three-year phase. The Premier League had suggested a compromise to the DCMS in which instead of an outright ban on betting partnerships, which would see company logos completely removed from the front of team jerseys, the logos would remain on the sleeves where it is not as visible to the viewers. It is reported that the DCMS minister is considering the proposal but nothing is set in stone yet.

While Premier League Clubs may be hurting from this revenue change, the ultimate goal is to change society for the better. Being exposed to gambling at such a young age in the U.K. can be very detrimental in the long run. Commercials don’t often lean into responsible betting messaging, and viewers don’t often see the negative impact that gambling can have on someone. An interesting alternative approach to this subject matter that we’ve seen is with Sportradar, a sport technology company, who is using a lead-by-example approach to sports gambling. They’re launching a program that supports athletes in responsible gambling – with the core focus being education and prevention of gambling addictions. The program consists of on-demand virtual visits, pre-recorded webinars, and in-person workshops. With athletes being such strong role models to the youth, Sportradar is hoping that this program will trickle down and set a positive tone for sports gambling.

With all this being said, it is important to recognize when regulations are a crticial necessity, regardless of the positive benefit of extra funds. Irrespective of how this vote turns out, it will behoove leagues and teams to consider all angles when entertaining future partners, ensuring that they are handling sponsorships, and the inherent message that comes with them, responsibly.

Sources:

Tag: soccer

The World Cup Comes to North America: What to Expect in 2026

The Host Cities

The Final Destination

Future Impact

Rising Fortunes: The Women’s Sports Revenue Boom

Women’s Sports Have Hit a Revenue Inflection Point

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

Sports Technology Evolution: How Innovation Is Changing the Game

Redefining Equipment, Materials & Performance

Wearables, Analytics & Real-Time Athlete Monitoring

Integrity, Fair Play & Technology Safeguards

The Future of Sports Technology & Industry Impact

Team Ownership: Lessons from Wrexham

Authentic Interest

First Steps

Welcome to Wrexham

The Ripple Effect

Saudi Arabia Investing Billions of Dollars in Sports

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

Saudi Arabia’s Investment in Soccer

The Investment in F1 Racing

How Saudi Arabia Has Invested in Golf

Winter Sports: 2029 Asian Winter Games

Qatar to Set Records: 2022 FIFA World Cup

Premier League Cracking Down on Gambling Sponsors

Athletes

Brands

Athelo

The Host Cities

The Final Destination

Future Impact

Women’s Sports Have Hit a Revenue Inflection Point

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

Redefining Equipment, Materials & Performance

Wearables, Analytics & Real-Time Athlete Monitoring

Integrity, Fair Play & Technology Safeguards

The Future of Sports Technology & Industry Impact

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

How Soccer Is Expanding

The Commercial Face of U.S. Soccer

The Future Holds for Soccer in America

Authentic Interest

First Steps

Welcome to Wrexham

The Ripple Effect

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

Saudi Arabia’s Investment in Soccer

The Investment in F1 Racing

How Saudi Arabia Has Invested in Golf

Winter Sports: 2029 Asian Winter Games

Become a Sponsor.