Arsenal has extended its partnership with KONAMI for multiple years.
This deal keeps KONAMI as the Premier League club’s official football video gaming partner, continuing a collaboration that has spanned over eight years. As part of the renewal, fans will continue to see Arsenal prominently featured in KONAMI’s free-to-play game, eFootball, complete with club kits and Emirates Stadium included in-game.
To mark the extension, men’s first-team captain Martin Ødegaard has been named a new Club Ambassador. eFootball players can get a free Highlight: Martin Ødegaard player card and Avatar from August 7-13.
KONAMI will also retain various commercial rights, including promotional access to players and the use of official club branding and imagery within the eFootball series.
Juliet Slot, Chief Commercial Officer at Arsenal, expressed pride in the long-standing partnership: “We are incredibly proud of our longstanding partnership with KONAMI, and we’re excited to begin this next chapter of our journey together. The longevity of our partnership reinforces our shared values of innovation and progress, and we’re pleased to ensure Arsenal is a core part of the game for years to come.”
The World Supercross Championship has named Aurora Media Worldwide as its new host broadcast partner for the 2025 season.
Under the new agreement, Aurora Media Worldwide will produce a global broadcast and digital content package. This includes live coverage, an international highlights show, digital-first content, and live studio preview and review shows for each round. The 2025 season, spearheaded by SX Global, is set to take place across five continents.
Aurora’s coverage will focus on the series’ top stars, such as Eli Tomac, Ken Roczen, and Cooper Webb. The editorial approach aims to deepen fans’ connection with the sport’s action and personalities.
This appointment builds on Aurora’s existing motorsport partnerships, including Formula E, E1, and FIA World Rallycross. The company was recognized as Sports Production Company of the Year at the 2024 Broadcast Sport Awards.
Matt Beal, Director of Broadcast at Aurora, stated: “World Supercross is a bold and progressive championship with a global mindset. We’re excited to help shape its future with a broadcast and content model that brings together world-class production, strong editorial, and a digital-first sensibility. Our aim is to elevate the racing and the riders for fans everywhere — on any platform, in any time zone.”
Manchester United’s aspirations for a new £2 billion stadium have gained momentum as the Mayor of Greater Manchester indicated a willingness to compel the sale of necessary land.
The club intends to replace its current Old Trafford ground with a 100,000-seat venue. However, the project hinges on acquiring adjacent land. The landowners, Freightliner, have reportedly valued the plot at £400 million, approximately ten times Manchester United’s valuation.
The Greater Manchester Combined Authority has approved the establishment of a mayoral development corporation (MDC) to manage the land assembly process.
Andy Burnham, Mayor of Greater Manchester, informed BBC Radio Manchester: “The Greater Manchester Combined Authority has approved the establishment of a mayoral development corporation (MDC) to oversee a masterplan of the area to facilitate some of the land assembly. But there’s plenty that can be done if an agreement cannot be reached. The real action is only going to get going in the autumn with the MDC.”
Aston Villa has announced a new global partnership with the Irish stout brand Guinness.
This agreement designates Guinness as an official global partner for both the men’s and women’s teams of the Premier League club. Starting with the 2025/26 season, supporters will be able to purchase Guinness and Guinness 0.0 at Villa Park.
Building on its existing roles as the official beer and official responsible drinking partner of the Premier League, Guinness will leverage its global rights to promote responsible drinking practices at Villa Park.
Adrian Filby, Chief Commercial Officer at Aston Villa, commented: “We are delighted to be welcoming Guinness to the Aston Villa partner family, a global brand that is instantly recognisable to millions around the world. With so many options to choose from, we are extremely proud that Guinness recognised the significant growth of Aston Villa both on and off the pitch, particularly the exciting new developments in and around Villa Park itself.
“We very much look forward to working closely with Guinness to create authentic experiences for our supporters during the 90 minutes on a matchday and beyond.”
Liverpool FC’s new 2025/26 adidas home kit has become the most searched for in the club’s history, according to recent data from JD Sports.
Following its launch on August 1, 2025, there were 1,010,252 global Google searches for “liverpool kit” during that month. This figure represents the highest number of searches recorded for the term since Google Trends data became available in 2004.
The previous record, set in July 2006, saw 343,485 searches, also coinciding with an adidas kit launch. The recent launch generated over three times the search volume of that previous peak.
JD Sports also reported that on-site searches on its UK website containing the word “liverpool” were 134% higher during the launch weekend (August 1-3, 2025) compared to the equivalent weekend for the 2024/25 kit launch in May 2024.
This partnership signifies a return for the German sportswear brand, which previously supplied Liverpool’s kits for 17 seasons across two periods: 1985–1996 and 2006–2012.
Worcestershire County Cricket Club, in collaboration with principal partner Attivo, will feature the JB33 Foundation on their shirts for the Metro Bank One Day Cup.
The lifestyle financial planning firm has donated its front-of-shirt sponsorship position for all of the club’s matches throughout August. This gesture honors former Worcestershire player Josh Baker, who passed away in May 2024 at the age of 20.
The JB33 Foundation was established by his parents in his memory to provide support to local cricket clubs, including resources like defibrillators.
To further support the foundation, the club has also released a limited-edition run of 33 shirts bearing the JB33 Foundation logo. These shirts are priced at £100, with 100% of the profits going to the charity.
Ashley Giles, CEO of Worcestershire County Cricket Club, commented: “Josh was not only a gifted cricketer but also a cherished member of the club’s family and his passion, determination, and spirit touched those around him. Honouring him through our partnership with Attivo and the JB33 Foundation ensures his legacy will continue to inspire and benefit local cricket communities for years to come.”
