FC Cincinnati extend partnership with SeatGeek
SeatGeek, the high-growth technology platform transforming the live event experience for fans, teams, and venues, announced a multi-year extension of its partnership with FC Cincinnati, continuing as the club’s Official Ticketing Partner. The club is among nine MLS teams powered by SeatGeek, representing nearly one third of the league.
As the club's footprint grows, SeatGeek will help FC Cincinnati create a more connected campus – bringing together data across the club's venue, campus, and fandom to unlock a more engaging, delightful fan experience and a clearer picture of fan journeys to drive acquisition, retention, and long-term value.
Powering the partnership is SeatGeek IQ, SeatGeek’s AI event intelligence engine built on data from across its network of teams, venues, and fandoms. For FC Cincinnati, that means access to insights that help the club sell smarter, run smoother, and build deeper fan connections – turning real-time data into a superior matchday experience and maximized revenue across its entire footprint.
“SeatGeek has been an essential partner in how we connect with our fans, from our earliest MLS seasons to the incredible environment we’ve built at TQL Stadium,” said Jeff Berding, President and Co-CEO of FC Cincinnati. “Like SeatGeek, FC Cincinnati is a challenger brand that seeks out innovation. This renewed partnership ensures we’re continuing to invest in technology that enhances the matchday experience, deepens fan relationships, and supports the long-term vision of this club.”
FC Cincinnati and SeatGeek first partnered in 2019, a relationship that carried through the club’s landmark move into TQL Stadium, one of the most celebrated venue openings in MLS history. Since then, SeatGeek has helped welcome hundreds of thousands of passionate Orange and Blue supporters through the gates with its modern, mobile-first ticketing platform.
Through the partnership, FC Cincinnati has made it easier than ever for fans to discover, purchase, and manage their matchday plans. SeatGeek enables fans to browse available seats, compare options using Deal Score, preview the view from their seat before buying, and buy, sell, or transfer tickets in just a few taps – all with the confidence of secure mobile ticketing and seamless entry on matchday.
“FC Cincinnati has shown what a club can become when it invests in the full fan experience,” said Russ D’Souza, Co-founder and President of Supply at SeatGeek. “Extending our partnership is a testament to what we’ve built together, and what happens when a club and its technology move together. There’s a lot more to build and we’re proud to continue powering the experience at TQL Stadium and beyond.”
Croke Park to host Man Utd vs Leeds in August
Croke Park Stadium and TEG Sport have announced that Manchester United will take on Leeds United in a pre-season fixture at Dublin’s iconic Croke Park Stadium in August. Tickets go on pre-sale from April 2nd and general sale on April 10th.
Kicking off at 19:30 on Wednesday August 12th, the fixture will see one of English football’s biggest rivalries brought to Ireland for the first time, in what will be one of the standout sporting events of the summer.
The match marks a historic return of elite association football to Croke Park and will be the first football fixture at the venue since November 2009, when the Republic of Ireland faced France in a FIFA World Cup play-off in front of 79,000 fans.
With a huge following for both clubs across Ireland, the game, which has been sanctioned by the FAI, is expected to attract a capacity crowd and create a unique atmosphere at the iconic venue.
Both clubs have a rich Irish heritage with football icons Roy Keane, Denis Irwin, John O’Shea and Frank Stapleton among the legends to have starred for Manchester United, while Gary Kelly and Ian Harte had memorable careers at Leeds. Johnny Giles played for both clubs over the course of his career.
Croke Park Stadium, one of Europe’s largest venues with a capacity of 82,300, hosted a landmark NFL regular-season game between the Pittsburgh Steelers and the Minnesota Vikings in September last year. The stadium has also staged FIFA World Cup and UEFA European Championship qualifiers, Six Nations matches, and European Rugby Champions Cup fixtures, alongside major concerts by global artists such as Oasis, Coldplay, and Taylor Swift.
Jason Wilcox, Manchester United Director of Football, said: “We’re excited to be heading to Dublin to face Leeds United as part of our pre-season preparations ahead of a big campaign. Playing an important fixture against one of our biggest rivals gives us a fantastic opportunity to connect with our supporters in Ireland. Their passion and energy will be invaluable as we build momentum and ensure the squad is in the strongest possible shape for the start of the 2026/27 season.”
Leeds United Chief Business Officer Morrie Eisenberg said: “We are excited at the prospect of returning to Dublin again this summer, our support in Ireland is huge which was demonstrated last year. Croke Park is one of the most historic venues in the world and we are looking forward to renewing our rivalry with Manchester United in what will be the first football match at the stadium since 2009, which will also serve as important preparation for the campaign ahead.”
Peter McKenna, Croke Park Stadium Director, commented: “We are absolutely delighted to welcome two of football’s most iconic clubs to Croke Park for what promises to be a very special occasion. Following the success of hosting the NFL in 2025, this is another opportunity to bring world class sport to Dublin and Irish fans. We know there is a huge following for both clubs in Ireland and look forward to delivering a special experience in Croke Park Stadium.”
Granada CF reveal stadium upgrade plans
Granada Club de Fútbol has unveiled its most ambitious and immediate structural project to date: the modernisation of access points to the Nuevo Los Cármenes Stadium, alongside an increase in spectator capacity.
Phase One: Access and Heritage
The initial phase will focus on stadium access, involving a complete refresh of the various turnstiles and entrances. Work will begin at the well-known ‘Puerta de la Afición’. In addition to updating the physical structures, the project features a significant nod to the club’s heritage: the restoration of the iconic archway that originally welcomed fans to the old Los Cármenes stadium. This three-arched feature—comprising two smaller side curves and a larger central one—serves as a tribute to the club's history.
Increasing Capacity
Following the access works, the club will undertake the stadium expansion, which is set to be carried out in progressive stages. The timeline for these phases will be staggered, tied to the terms of the stadium lease, the first of which spans four years.
- Initial Expansion: Work will start on the Preferencia (East) Stand, where a fourth tier will be added, constructed from the exterior of the current structure.
- Phased Growth: This expansion will serve as the starting point for a rollout that will eventually reach the Tribuna (Main Stand).
- Independent Structure: Crucially, each phase will be structurally independent, allowing work to proceed in different areas of the ground without the need to wait for the corners or joins between stands to be completed first.
A New Era for Los Cármenes
Once the works are finished, the capacity of the Nuevo Los Cármenes is expected to reach approximately 30,000 spectators, including hospitality areas. The project is made possible through joint funding from Granada City Council, the Granada Provincial Council (which has already approved its budget allocation), and the club’s own contribution via CVC funds under the LaLiga Impulso plan. Through this redevelopment, the club aims to create new commercial assets that will generate revenue via sponsorship opportunities. With this ambitious scheme, Granada CF is addressing a long-standing demand from its supporters and tackling a key structural requirement for the future of the stadium.
GiveVision headsets offered at every Edgbaston matchday
Visually impaired cricket fans will be able to experience the action at Edgbaston Stadium like never before in 2026, as the venue becomes the first cricket ground in the world to offer GiveVision headsets at every matchday.
Following a successful trial period in 2025, GiveVision technology will be available for visually impaired fans at every matchday in 2026. The service, which will be free of charge, aims to improve accessibility in live sport, enabling visually impaired fans to follow the action in real time and enjoy the match experience alongside friends and family.
Edgbaston joins the likes of Crystal Palace Football Club, the Principality Stadium and Glastonbury Festival in implementing the service, which is designed to help visually impaired spectators follow live events like never before.
The headset enhances the user’s remaining vision by stimulating the photoreceptor cells of the eye, bringing the live action directly to the user. Real-time broadcast feeds are streamed directly into the headset, with user-controlled visual adjustments tailored to individual sight loss.
The technology is not made to replace commentary or existing accessibility tools – it fills a gap by enabling fans to visually follow the game themselves. Around two million people live with sight loss in the UK, a number which is expected to double by 2050 highlighting the growing importance of innovations that make live sport more accessible. However, despite this, visually impaired fans remain significantly underrepresented at live sporting events. According to the RNIB, around 1 in 30 people in the UK live with sight loss, yet typically only one in 3,000 spectators are visually impaired – a 100-fold gap. This disparity means over one million visually impaired fans are effectively excluded from the live matchday experience.
Joanna Liddington, Head of Operations at GiveVision, said: “Edgbaston is setting a new benchmark for accessibility in cricket. By introducing GiveVision technology, they are opening up the live match experience to visually impaired fans in a completely new way. It’s a powerful step forward for inclusivity in sport.”
Thomas Cunningham-Smith, who is overseeing the project at Edgbaston Stadium, said: “Live sport is at its best when it can be shared, and we want Edgbaston to be a place where everyone feels able to experience the game. After a successful trial last year, we’re proud to be the first cricket venue in the world to introduce GiveVision technology at every matchday in 2026. It’s an exciting step forward in improving accessibility and ensuring visually impaired fans can follow the action and feel part of the atmosphere in the stadium.”
The rollout marks another step in Edgbaston’s commitment to making the live match experience accessible to more fans. Details of how to reserve your GiveVision headset will be announced in due course.
NCC to build Fredrikstad Sports Arena
NCC has been commissioned by Fredrikstad Municipality to construct an ice center and multi-purpose arena in the city. A construction contract has now been signed following completion of the development phase, which was conducted in partnering form. The order value is approximately SEK 580 million.
“NCC, Fredrikstad Municipality, architects, consultants and future users of the arena have come together at an early stage of the project to develop a modern, future-oriented and flexible facility. This is a great starting point as we enter the construction phase,” says Catarina Molén-Runnäs, Head of NCC Building Nordics.
The new arena will feature twin ice rinks and will be eligible to host games in the premier Norwegian ice hockey league. It will also be possible to use the arena for concerts, trade fairs, exhibitions and other major events. Arena Fredrikstad will replace the Municipality’s current ice center.
“It was important to involve users in the process to ensure that Arena Fredrikstad is a functional and future-oriented facility. We are now looking forward to realizing the project together with NCC,” says Dag Marius Andersen, Project Manager, Fredrikstad Municipality.
Construction will commence in the second quarter of 2026 and the arena is scheduled for completion at the end of 2028.
Jaguars to temporarily move to Orlando
The Jaguars will be home in Orlando – officially and temporarily.
NFL owners on Tuesday unanimously approved terms of a temporary, one-year stadium lease between the Jaguars and Florida Citrus Sports for the Jaguars to play home games in Camping World Stadium in Orlando during the 2027 NFL season.
The league's 32 owners approved Orlando as the Jaguars' temporary home during the NFL's 2026 Annual Meeting in Phoenix, Arizona. Camping World Stadium will be designated as the Jaguars' home stadium in 2027, with the team unable to play at EverBank Stadium in Jacksonville because of ongoing renovations.
The renovated Stadium of the Future is expected to be complete and ready to be the Jaguars' permanent home field in time for the 2028 regular season. The Jaguars will play home games at EverBank Stadium in 2026 at limited capacity.
"The Jaguars couldn't ask for a better scenario than Orlando and Camping World Stadium as our temporary home in 2027. This couldn't have happened without the endorsement of the league and team owners who approved our plan two years ago for a renovated Stadium of the Future in Downtown Jacksonville, and we're especially appreciative of the support of the Tampa Bay Buccaneers during the process. We're also grateful to the team at Florida Citrus Sports that made this solution a reality that will benefit all, including Jaguars fans just a few hours away in Jacksonville. This is a win that everyone can celebrate," said Jaguars Owner, Shad Khan.
"Following the comprehensive evaluation of our 2027 season playing options, we are pleased that the NFL and NFL owners unanimously agree that Orlando is the location that best meets the needs of the Jaguars, our 2027 opponents, and the National Football League. This temporary relocation is a necessary and important step to facilitate the 2028 completion of Jacksonville's Stadium of the Future. We are deeply grateful to our fanbase for their continued support, patience, and enthusiasm during this interim period. We are also incredibly thankful for the support of Florida Citrus Sports, the City of Orlando, Orange County and other stakeholders for making this 2027 home for the Jaguars possible," added Jaguars President, Mark Lamping.
"We couldn't be more excited for the opportunity to welcome the Jacksonville Jaguars and their fans to Orlando for the 2027 season. Hosting NFL regular-season football is a major milestone for our city, and we're grateful to the Jaguars and NFL ownership for their belief in our community. Orange County and the City of Orlando have invested significant resources in our stadium campus, and the 2027 season will provide a tremendous opportunity to deliver a first-class fan experience and further elevate Orlando's standing as a host for major sporting events," said Florida Citrus Sports CEO, Steve Hogan.
England signs multi-year partnership with Pepsi MAX
The partnership comes at an exciting moment for England supporters, with the men’s senior team preparing for a summer of major international football.
Together, England and Pepsi MAX will look to capture the energy and optimism of fans across the nation, creating moments that bring supporters closer to the teams throughout the tournament to come and beyond.
As part of the agreement, Pepsi MAX will become a founding partner of a new FA initiative designed to harness the buzz of the women’s game. The programme will create more opportunities for emerging talent and help build a sustainable pathway for future Lionesses.
The partnership reflects England’s commitment to working with brands that understand the importance of fan culture and bringing supporters closer to the teams.
With a long-standing heritage in football, Pepsi MAX will play a key role in elevating matchday and off-pitch experiences, through engaging content, fan activations and shared celebrations across the country.
To mark the launch, Pepsi MAX has released a high-energy social film featuring England internationals Lauren James and Elliot Anderson alongside comedian Tom Davis.
The film takes place at St. George’s Park, the home of England’s national teams, celebrating the connection between players, staff and supporters.
James Gray, FA commercial director, said: “We’re incredibly excited to partner with Pepsi Max, a brand that truly understands fan culture and shares our ambition to elevate the experience around the game far beyond the 90 minutes.
“From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”
Natalia Filippociants, general manager for International Beverages at PepsiCo, added: “Football has always been at the heart of Pepsi MAX. Partnering with England ahead of a major summer tournament makes this even more special. We’re excited to play our part in the journey—supporting the team and celebrating the fans who will be behind them every step of the way.”
The partnership will come to life through a multi-channel campaign, including digital and social activations, limited-edition packaging, and immersive fan experiences throughout the season, with a particular focus on capturing the passion and rituals of fans during the summer tournament.
Bayer Leverkusen partner with AB InBev from 2026/27 season
Bayer 04 Leverkusen have a new global beer partner from the 2026/27 season. The Bundesliga club has agreed a partnership with the internationally renowned brewery group Anheuser-Busch InBev to 30 June 2031, with the Anheuser-Busch InBev Group taking over from Bitburger. The private brewery from the southern Eifel region has been the official beer partner of Bayer 04 since 1995.
With Anheuser-Busch Bud lager as the main product in its portfolio, AB InBev will provide a new catering offer at the BayArena. The international premium lager will be complemented by the brewery group's well-known German brands, Beck's and Spaten Hell, as well as other products from the AB InBev world. Früh Kölsch will remain a partner of Bayer 04 and will continue to be served at matches involving all the Werkself teams.
"We would like to take this opportunity to thank Bitburger for their remarkable loyalty and constant reliability over many years. For the future, we are now looking forward to a long-term partnership with a top global brand and market leader in the beer industry," says Markus Breglec, Bayer 04 Chief Marketing & Innovation Officer. "Together with Anheuser-Busch InBev, we will be able to actively pursue this partnership both nationally and internationally and set new standards in the combination of sport and beer enjoyment," said Breglec.
"We are delighted to be starting the new season together with Bayer 04 Leverkusen. Bayer 04 have been one of the top five clubs in Germany for years and they also know how to impress on the European stage. This club is backed by a strong and loyal fan base, who we want to supply and inspire with our premium brands at home games," says Philipp Rosar, On-Trade Director at Anheuser-Busch InBev Germany. And Axel Senker, Key Account Manager On-Trade, adds: "Anyone who knows our company knows that AB InBev is closely and successfully associated with major sports and professional football in particular." For example, Anheuser-Busch InBev has been the official beer partner of FIFA for four decades and is naturally also involved in the coming World Cup in June and July in the USA, Canada and Mexico.
From next summer, the Anheuser-Busch Bud brand will also be very prominently displayed at the BayArena as part of the agreed co-operation: Bayer 04 will present and serve the top product of its new global beer partner on static boards, on LED boards, at kiosks and also in the north-east beer garden. AB InBev will also have hospitality allocation at the Leverkusen stadium and will also appear in various joint promotional campaigns.
AMEX becomes official payments partner of NFL
American Express and the National Football League today announced a multi-year global partnership naming American Express the NFL’s Official Payments Partner, beginning with the 2026 NFL season.
The partnership will bring American Express’ incredible experiences, ticket access and perks to Card Members and football fans around the world, at select events from the preseason to the postseason, including NFL International Games. At tentpole events including the NFL Draft and Super Bowl, American Express® Card Members will have access to on-site activations along with special offers and promotions at other NFL moments throughout the year.
Renie Anderson, EVP and Chief Revenue Officer, NFL, said: “Partnering with American Express brings even more momentum to the NFL’s efforts to deliver world‑class experiences to fans around the globe. This collaboration will allow us to expand access to unforgettable moments, from international games and tentpole events such as the Draft and Super Bowl to enhanced on‑site experiences and presale opportunities. American Express has a proven track record of elevating major sports moments, and together we’ll provide our fans and their Card Members with more ways than ever to engage with the sport they love.”
Elizabeth Rutledge, Chief Marketing Officer, American Express, said: “Sports are central to our legacy – our portfolio includes some of the most popular leagues, teams, and events while bringing our Card Members closer to the games they love. Partnering with the NFL is a natural extension for us and our commitment to delivering meaningful perks, exclusive access, and elevated experiences. Our Card Members are football fans and we’re proud to deepen that connection in ways that add even greater value to American Express Membership.”
As American Express builds on their successful global sports partnerships and sees continued growth in their international business, they will support the NFL in expanding the league’s global reach, including offering Amex Presale Tickets® for all league-owned International Games, alongside localised activations in select countries.
At the NFL Draft in Pittsburgh, American Express will pop up with an open-to-all fan experience and Card Member priority lanes for select NFL operated experiences. Plus, eligible Card Members can make a reservation to enjoy a session in the Card Member Lounge and can enrol an eligible Card in an offer for purchases at NFL Shop locations on-site at the NFL Draft
The NFL joins American Express’ world-class sports portfolio that spans more than fifty premier sports leagues, teams, venues and marquee events around the world, further cementing the company’s dedication to bringing Card Members incredible access and experiences to their favourite sports.
American Express has been expanding its football presence in key markets through club deals. For Atlanta Falcons, New York Giants, New York Jets and Miami Dolphins home games, Card Members have access to perks that include Amex Presale Tickets for select events (while supplies last) and a dedicated entrance or fast lane at each stadium. Plus, eligible Card Members can access a Card Member Lounge at select stadiums (subject to capacity limitations) and enroll in an exclusive concessions offer.
Later this year, American Express and the NFL will introduce the NFL Extra Points American Express® Credit Card, on the Amex Network*, giving fans in the U.S. enhanced opportunities to earn rewards and unlock access to unforgettable NFL experiences, from game tickets and merchandise to one-of-a-kind events.
Daktronics partner with Wake Forest for end zone display
Daktronics has partnered with Wake Forest to manufacture and install an improved end zone video display, two side displays and an upgraded Show Control system featuring Camino at Allegacy Stadium in Winston-Salem, North Carolina. The main video display will total more than 3,800 square feet, adding an additional 1,300 square feet of digital space with upgraded pixel quality and resolution. The project is currently underway and will be completed ahead of the football season kicking off this fall.
“We are excited to continue to enhance the Best Fan Experience in North Carolina with upgrades to the Bob McCreary Video Board Honoring Class of 1961,” said Wake Forest’s Vice President and Director of Athletics John Currie. “We are thankful for Bob’s transformational gift that made the first board possible in 2011. We are continually analyzing unique ways to improve both the student-athlete and fan experience.
“Working with our partners at Daktronics, this new board will make an impact on our game-day experience, providing added flexibility while also helping us create and share new Demon Deacon memories inside Allegacy Federal Credit Union Stadium, starting September 3 on Opening Night against Akron.”
Video Display Details
The main video display will measure 43 feet high by 90 feet wide and incorporate an 8-millimeter pixel spacing, an increase in pixel spacing and resolution from the previous display. This display is capable of variable content zoning, allowing it to show one large image or to show multiple zones of content ranging from live video and instant replays, to graphics and animations, to game-day statistics and even sponsorship messages.
“It's a privilege to continue our partnership with Wake Forest University on this exciting upgrade at Allegacy Stadium,” said Corey Williams, Daktronics sales representative. “The new video board brings enhanced, dynamic visuals and engaging content to fans, while providing the capability for unique in-game content. We're proud to help enhance the game-day experience for Wake Forest Football.”
Additionally, two new side LED displays are being installed in place of the previous fixed ad panel. Each of these displays will measure 43 feet high by 15.5 feet wide with the same 8-millimeter pixel spacing as the main display. These displays allow for greater flexibility throughout game day to highlight sponsors while also sharing more statistics, graphics and animations as needed by the university.
These displays feature Daktronics industry-leading environmental protection ensure they operate as expected in the North Carolina outdoors.
Daktronics is also including a complete Show Control solution including Camino with this installation. This industry-leading control system provides a combination of display control software, world-class video processing, data integration and playback hardware that forms a powerful yet user-friendly production solution. The addition of Camino to the control system will provide a new level of functionality to create dynamic, real-time rendered content never before possible in a Daktronics system.
Camino opens up creative possibilities to display visuals in a 2D/3D space, incorporating data-based logic to automate production elements, and developing timelines within a single piece of content so it can react in real time as the event unfolds.
Included in the equipment installation, the Demon Deacons will also receive a digital content package to be produced and delivered by Daktronics Creative Services.
Daktronics has grown with the sports industry from the company’s beginning in 1968. Today, the company has LED video display installations at hundreds of colleges and universities across the United States. For more information on what Daktronics can provide for the collegiate market, visit www.daktronics.com/college.