This week we dive into:
In football, strategy and talent are essential, but one factor can make the difference between success and failure: communication. Within a club, the relationship between the Board of Directors, players, and coaching staff must be aligned through a unified message. When communication is clear and consistent, the team can focus on performance without distractions. On the other hand, when there are contradictory messages or a lack of transparency, tensions, uncertainty, and negative effects on team performance arise.
Players and coaching staff not only represent the club on the pitch but also embody its identity and values. The Board of Directors must clearly communicate the club’s short- and long-term sporting objectives so that the entire team understands its direction.
In football, decisions made by the Board (such as coaching changes, transfers, or contract renewals) directly affect the locker room. When these decisions are communicated late or ambiguously, rumors and speculation arise, affecting team morale.
Every season has its ups and downs, and in difficult moments, clear communication from the Board to players and coaching staff is crucial.
In the digital era, any statement from a player or coach can have an immediate impact on the media and fans. That’s why clubs must prepare their squad to handle external communication in a way that aligns with the club’s philosophy.
A successful football club does not just rely on talent on the pitch, it also needs a clear and well-structured communication framework. When the Board of Directors, coaching staff, and players are aligned in their objectives, decisions, and messaging, the team can focus on what they do best: competing and winning.
A well-communicated team is a stronger team.
FIFA imezindua mabadiliko makubwa ya kimuundo kwenye Mtihani wa Wakala wa Mpira wa Miguu, ambayo yataanza kutekelezwa kuanzia tarehe 4 Machi 2025. Mabadiliko haya yanaashiria mabadiliko kutoka kwenye mtihani wa awali unaofanyika kimwili hadi kwenye mtindo wa mtandaoni, pamoja na taratibu kali za ufuatiliaji na mahitaji ya kiteknolojia yaliyosasishwa. Mabadiliko yanalenga kuongeza haki, uwazi, na uboreshaji wa kiwango, kuhakikisha kwamba wagombea wote, bila kujali eneo, hufanya mtihani chini ya hali sawa na zilizodhibitiwa kikamili.
Awali, wagombea walitakiwa kufanya mtihani kimwili katika maeneo maalum yaliyowekwa na Mashirika ya Mpira wa Miguu ya Kitaifa (NAs). Ingawa mfumo huo uliruhusu udhibiti wa hali za mtihani, kulikuwa na tofauti kubwa katika mazingira ya mtihani, ikiwa ni pamoja na tofauti za ufadhili wa kiteknolojia, ufikiaji wa mtandao, na uboreshaji wa vifaa vya maeneo. Zaidi ya hayo, sheria kuhusu vifaa vilivyoruhusiwa hazikuwa sawa: baadhi ya NAs ziliruhusu wagombea kuleta nakala za kuchapwa (zikiwemo zile zilizoandikwa kwa mikono), wakati nyingine zilizuia kikamili.
Kwa sasa, FIFA imeondoa mtihani wowote unaohusisha maeneo maalum na kuchukua nafasi yake kwa mtindo wa mtandaoni pekee. Hii inamaanisha kwamba wagombea lazima wafanye mtihani katika mazingira binafsi yaliyojengwa na wao wenyewe. Mabadiliko haya yanaweka mzigo mkubwa kwa wagombea kuhakikisha kuwa wana teknolojia inayohitajika, mtandao thabiti, na eneo linalofaa la kufanya kazi. Mfumo mpya unaanzisha hatua za usalama zilizoimarishwa, ikiwa ni pamoja na lazima ya kutumia kamera na kipaza sauti kwenye kompyuta ya mgombea, pamoja na ufuatiliaji wa sekondari kupitia kifaa cha simu janja. Tofauti na awali, ambapo walinzi walikuwa wakishuhudia wagombea kimwili, FIFA sasa itatumia zana za ufuatiliaji zinazotumia akili bandia (AI) kufuatilia tabia na kugundua shughuli za kushuku kwa wakati halisi.
Mabadiliko mengine muhimu ni uondoaji wa vikomo yoyote wakati wa dakika 60 za mtihani. Awali, wagombea waliruhusiwa kuchukua vikomo vya msalani chini ya udhibiti, lakini hii haikubaliki tena. Mara tu mtihani unapoanza, wagombea lazima waonekane kwenye kamera na kukaa kwenye kiti hadi muda utakapokwisha. Kama mgombea ataondoka, ataangalia kwingine kwa muda mrefu, au kupoteza muunganisho wa mtandao, jaribio lao litabatilishwa mara moja, na watalazimika kujiandikisha tena kwa kipindi kijacho.
FIFA pia imeanzisha sheria kali zaidi kuhusu ukiukwaji wa sheria za mtihani. Chini ya mfumo wa awali, ukiukwaji kama mawasiliano yasiyoidhinishwa, kufikia vyanzo vya nje, au kutumia vifaa vya kielektroniki vingeweza kusababisha kufutwa kwa muda wa mtihani huo, lakini wagombea walikuwa wakiweza kujiandikisha tena kwa mtihani ujao bila adhabu zaidi. Chini ya kanuni mpya, ukiukwaji mkubwa (kama kudanganywa, kupiga picha ya skrini, au kushiriki maudhui ya mtihani) unaweza kusababisha kufutwa kwa ushiriki katika mitihani ijayo. Kwa hali mbaya, wagombea wanaweza kupigwa marufuku kudumu kupata leseni ya wakala wa FIFA.
Kwa mabadiliko haya, FIFA inalenga kuunda mchakato wa mtihani unaodhibitiwa kikamili na kuondoa tofauti za mazingira ya mtihani. Wagombea lazima wawe tayari kikamili, kwa mujibu wa mahitaji ya kiteknolojia na uelewa wa sheria, kwani kushindwa kufuata masharti yoyote kunaweza kusababisha kufutwa kwa jaribio lao.
Mtihani wa Wakala wa FIFA sasa unafanyika mtandaoni kikamili, badala ya mtindo wa awali wa kimwili. Mabadiliko haya yanaondoa hitaji la kusafiri kwenda kwenye vituo maalum. Mtihani bado una muda wa dakika 60, na wagombea wanatakiwa kupata angalau 75% ili kupita.
Maswali ni ya kuchagua jibu sahihi na yanahusu kanuni za FIFA kama vile uhamisho wa wachezaji, mikataba, majukumu ya wakala, na utawala wa mpira wa miguu. Maswali pia yanalenga kujaribu uwezo wa mgombea kutumia kanuni za FIFA katika hali halisi za mazoezi.
Moja ya mabadiliko makubwa ni marufuku ya vikomo wakati wa mtihani. Awali, wagombea waliruhusiwa kuomba vikomo vya msalani chini ya usimamizi, lakini sasa hakuna uwezekano wa kusitisha mtihani. Hivyo, wagombea lazima wawe wamejitayarisha vyema kabla ya kuanza mtihani.
Kwa kuwa mtihani unafanyika mtandaoni, FIFA imeweka mahitaji madhubuti ya kiteknolojia:
– Kompyuta yenye kamera na kipaza sauti vinavyofanya kazi kikamili.
– Simu janja kwa ajili ya ufuatiliaji wa sekondari.
– Muunganisho thabiti wa mtandao. Kuvurugika kwa mtandao kunaweza kusababisha kufutwa kwa mtihani.
FIFA inashauri wagombea kujaribu vifaa vyao na mtandao kabla ya tarehe ya mtihani.
✔️ Vinavyoruhusiwa:
– Vyanzo vya kusoma vya kidijitali kwenye kompyuta.
– Miwani ya matibabu (ikiwa inahitajika).
– Kalamu na karatasi moja tupu kwa ajili ya kuchukua maelezo (inaonyeshwa kwenye kamera kabla na baada ya matumizi).
– Kikokotoo kilichojengwa ndani ya jukwaa la mtihani.
❌ Visivyoruhusiwa:
– Simu janja (isipokuwa ile inayotumika kwa ufuatiliaji).
– Vifaa vya kielektroniki kama vile smartwatch au vipokezi sauti.
– Nakala za kuchapwa, maandishi ya mikono, au vyanzo vya nje.
– Vikokotoo vya nje.
FIFA ina sera kali ya “kutokubaliana kabisa” na ukiukwaji wowote, ikiwa ni pamoja na:
– Udanganyaji (kutumia vyanzo visivyoruhusiwa).
– Kuchukua skrini au kushiriki maudhui ya mtihani.
– Mawasiliano yasiyoidhinishwa.
– Kuacha mtihani bila idhini.
Ukiukwaji unaweza kusababisha kufutwa kwa mtihani, marufuku ya muda, au hata kudumu. FIFA pia inatumia mfumo wa AI kuchunguza tabia za kushuku wakati wa mtihani.
Matokeo yatatumwa kwa barua pepe ndani ya siku 14. Hakuna ruzuku ya matokeo. Kama mgombea atashindwa, anahitaji kusubiri mtihani ujao.
Mabadiliko ya FIFA yanaonyesha mwelekeo wa kuimarisha usalama na haki katika mtihani. Kwa kufuata miongozo kwa makini na kujiandaa kikamili, wagombea wanaweza kuongeza nafasi zao za mafanikio.
This week we explore:
The Kingdom of Saudi Arabia is revealing a string of modern stadiums that combine innovative architecture with cultural relevance in anticipation of hosting the 2034 FIFA World Cup. The five cities of Riyadh, Jeddah, Al Khobar, Abha, and NEOM will host the fifteen venues that will make up the tournament. Each one is a reflection of the country’s determination to provide an unforgettable sporting experience and make a lasting impression.
King Salman International Stadium
This Riyadh stadium, with its 92,760 seats, is going to be the showpiece of Saudi Arabia’s World Cup infrastructure. Its architecture, by the world-renowned Populous, blends in with the surrounding environment, making use of natural shading and ventilation. It will play host to the first match and the championship when it opens in 2029.
King Fahd Sports City Stadium
This iconic stadium will be refurbished and enlarged to accommodate 70,200 spectators. The design, which draws inspiration from Bedouin tents, will be updated to meet FIFA standards while preserving its essence.
New Murabba Stadium
Inspired by the layered bark of native acacia trees, this 46,000-seat stadium is part of Riyadh’s pioneering New Murabba stadiums urban development. Its exterior features textured, angular forms and illuminated entrances. The stadium is designed for adaptability, equipped with immersive technology and features that prioritize the needs of fans. After hosting World Cup group and knockout matches, it will transform into a multi-use arena for public gatherings, concerts, and gaming events. This building embodies the vision of Saudi Arabia, which is to combine urban vitality with architectural artistry.
Prince Mohammed bin Salman Stadium
This one-of-a-kind cliff-top venue, situated atop picturesque Tuwaiq Mountain, will have a retractable roof and a planned capacity of 46,979 spectators. It will provide an unparalleled atmosphere for matchdays and expansive views of the desert.
ROSHN Stadium
With a focus on sustainability and innovation, ROSHN Stadium will offer a 46,000-seat experience with advanced technology and enhanced spectator amenities.
Prince Faisal bin Fahd Sports City Stadium
A complete redesign will transform this 1971-built venue into a 46,865-capacity stadium. Emphasizing energy efficiency and Salmani architecture, it will be set within a new green park zone.
King Saud University Stadium
Originally a 25,000-seat venue, this stadium will expand to host over 46,000 spectators. A lightweight elliptical roof design will cap this venue, which will return to university and community use post-World Cup.
South Riyadh Stadium
Among the most eco-friendly stadiums in the Kingdom, South Riyadh Stadium is located close to Wadi Namar. With a design influenced by Salmani and eco-friendly features like solar panels and rainwater collection, this stadium can accommodate more than 47,000 spectators. It strikes a balance between old-fashioned reverence for nature and cutting-edge ecological consciousness with its drought-resistant landscaping and site-specific architecture. The stadium is set to become an iconic part of the Saudi Pro League and a thriving community hub after playing host to early-stage World Cup matches.
King Abdullah Sports City Stadium
Nicknamed “The Shining Jewel”, this iconic stadium will retain its faceted architectural identity while being upgraded to meet FIFA’s highest standards.
Qiddiya Coast Stadium
Representing innovation combined with natural beauty, Qiddiya Coast Stadium will seat more than 46,000 spectators and be located along the picturesque Red Sea shoreline close to Jeddah. The venue’s design, which takes design cues from the nearby coastline, is reminiscent of waves. Group stage and knockout matches will be held at the stadium, which is set to open in 2032. Removable upper tiers and flexible spaces for concerts, esports, and exhibitions will highlight its long-term versatility and entertainment potential as it transforms into a dynamic complex after the World Cup.
Jeddah Central Development Stadium
A brand-new stadium with a 45,794 capacity, it will be a central piece in Jeddah’s urban transformation, combining modern flair with traditional design elements.
King Abdullah Economic City Stadium
This 45,700-seat stadium is situated in KAEC, north of Jeddah. The architectural firm AFL drew design inspiration from coral reefs in the Red Sea for its shape. In addition to hotels and retail spaces, the precinct will house sports clinics.
Located in Al Khobar, Aramco Stadium showcases the perfect blend of modern architecture with industrial history. Supported by Saudi Aramco, a global powerhouse in the energy sector, this stadium is being constructed with an anticipated capacity of more than 46,000. With Aramco’s help, the Kingdom is showing that it is serious about improving its sports infrastructure by using its economic might. The stadium’s design echoes Aramco’s tradition of innovation and precision through its emphasis on sustainability, efficiency, and amenities for fans’ comfort. In addition to hosting crucial group and knockout matches during the World Cup, Aramco Stadium, located in the Eastern Province, will also function as a regional sports and entertainment center in the long run.
Abha Stadium
Located in the picturesque Asir Mountains, this 45,428-seat stadium will blend in with its natural surroundings, providing fans with a refreshing atmosphere, panoramic views, and an international football experience like no other.
NEOM Stadium
Situated 350 meters above ground inside the revolutionary city of The Line, NEOM Stadium will seat 46,010 spectators. As a symbol of futuristic urbanism, it will incorporate the highest levels of sustainability, smart technology, and architectural ambition.
These stadiums are more than venues; they are monuments to Saudi Arabia’s transformation and cultural pride. Each one tells a story of heritage, innovation, and the Kingdom’s unwavering commitment to hosting a groundbreaking 2034 FIFA World Cup.
As preparations for the next FIFA Football Agent exam begin, let us provide you with our top 10 tips for passing the exam and some final points to remember. Pay close attention, following these may just be the difference between passing and failing!
Perhaps the most demanding of the top 10 tips is to take sufficient time to sit down and read through the entirety of the 800 page FIFA Study Materials document. Although this may seem a mammoth task, by taking a bit of time each day you can work through each section of the document and will quickly become accustomed to the content of each of the smaller documents contained within it. The FIFA Agent Exam questions will be formed from questions on the FIFA Football Agent Regulations (FFAR), the Regulations on the Status and Transfers of Players (RSTP), FIFA Code of Ethics, FIFA Disciplinary Code, FIFA Statutes, Clearing House Regulations, Procedural Rules Governing the Football Tribunal, and two FIFA Child Safeguarding components. Therefore, it is essential to have read each one at least once to ensure you are aware of everything that is covered within the document.
As you work through the Study Materials, it is also worth using a coloured pen or highlighter on a printed version to emphasise key clauses and articles of the different documents. For example, key sections such as definitions and the most difficult topics or lengthy paragraphs can be simplified by highlighting the relevant parts that can then help you remember which information is in which section of the document and can make answering questions more efficient.
Remember though, that in the exam it is no longer possible to have a printed version of the study materials with you. You should ensure that you focus on finding the digital version easier to navigate, but may find benefit in utilising a printed copy during your preparation.
We have just mentioned the use of a highlighter and this is one way of exercising this next tip; to develop an efficient, accurate and fast navigation system to find an answer quickly during the time-pressured exam. Navigation is of utmost importance as it can relieve a lot of stress and pressure during the exam if a candidate has a useful system in place. One way of doing this is to ensure you have repeatedly read and understood the table of contents at the beginning of the study materials and for each separate document.
For example, if a question comes up on registration periods, as one of the most challenging examinable topics, it will enhance the chances of successfully answering the question correctly if you can immediately know the relevant location in the digital Study Materials. Due to time constraints, it is best to avoid spending time trying to find where each section is before you can even get around to reading it and locating the answer. We would advise that the best way of preparing a navigation system is to use another piece of paper and write out the pages where each new document begins and noting down which bits of content are covered in each one, as well as also identifying the page numbers and article numbers of the most difficult topics that are commonly examined such as training compensation, solidarity contributions, the FIFA Football Tribunal, and Protection of Minors. We have given some examples in the table below to give you an idea for formulating your own navigation system:
| Topic | Document | Study Material Page |
| Training Compensation | RSTP | Page 195 Pages 234-237 |
| Solidarity Mechanism | RSTP | Page 195 Pages 238-239 |
| FIFA Football Tribunal | Procedural Rules Governing the Football Tribunal | Pages 258-282 |
| Protection of Minors | RSTP | Pages 188-193 |
For many, this may be the first examination setting they have been in for a particularly long time, since their days in school. It can be a foreign environment and creates uncertainty for how to prepare to take the exam and how to conduct yourself when actually sitting it. In reality, preparing for this exam is very similar to how one might prepare for an exam at school. At school, teachers were on hand to explain everything to you, answer questions and help you be best prepared to take an exam successfully. For the agent exam, this should be the same.
By registering for our course via thefootballweek.org/course, you have access to experts and teachers, Daniel Geey and Dr Erkut Sogut, who can do exactly this. Our course has an 88% pass rate, nearly double the global pass rate for the exam. It is composed of two different courses, one 8-hour full day session which takes place approximately one month before the exam, and then another shorter 5-hour course which takes place in the week preceding the exam to iron out your final queries. The course brilliantly compliments what you will have learned in this book, it brings everything together and allows you to ask questions, interact and to network and learn with others in the same position as you.
If you wish to compare courses, the key things to remember is to check the pass rates, reviews, credibility and reputation of each course. There are now several available to candidates which offer different approaches to preparation such as live webinars over several weeks, a one day live course, practice question access, and written reading material. Depending upon your own learning preferences some may appeal more than others but in simple terms, it is vital that you take a course which provides accurate information and useful guidance for the exam. We would advise taking a live preparation course as you can ask questions and learn with others which is often more beneficial.
Financial constraints may make taking a course, as well as paying the examination fee, seem less attractive but we would advise that it is worth the money if it is a course that is guaranteed to increase your chances of success. Remember that the pass rate for the exam is very low and therefore courses that have pass rates well above this level are worth the money to avoid retaking and paying the exam fee twice.
We would also strongly encourage you to subscribe to the “Agents Week,” your go-to magazine for all the latest updates and essential information in the agents’ world. Stay informed on recent changes in regulations, get insights into the FIFA Football Agent exam, and discover many other intriguing topics. This weekly publication is designed to keep you ahead in your career. To further enhance your preparation, you can also read our Monday blogs and engage with the LinkedIn Questions on Sports Agent Academy, starting 50 days before the exam. Don’t miss out on these valuable resources!
Do feel free to reach out to the Sports Agent Academy on all of our relative social media platforms to ask us any questions about our available courses and further exam support resources.
As with the majority of things in life, practising answering questions will create the most improvement and preparation. Most of the courses available as mentioned above will offer access to a large number of practice questions which can be a benefit to attendees. There are also questions available as a ‘mock exam’ via the FIFA Agent Platform and Portal which we would highly recommend attempting as it is also presented and structured in the exact manner of the real exam. It can help candidates learn how the exam appears and the logistics of answering questions, skipping and returning and time management.
Specific topics and content within the FIFA Study Materials create more anxiety for candidates than others. However, we have found that those that engage directly with these topics by answering many practice questions around the subject quickly begin to develop a smart method of correctly answering them. This will help them feel more confident going into the exam if the topic comes up.
As well as taking a course with experts in the FIFA Football Agent Exam, communicating and interacting with your personal network can be one of the best ways to learn. Different people in the industry have different areas of knowledge. This means that some of the topics you are finding easier or more difficult will not be the same for others. Reach out to your network, have phone calls and coffee meet-ups and go through different areas of the Study Materials. This will help you identify which topics you are most comfortable with and also those which you need to dedicate more revision time to. It may also raise some uncertain questions and queries that you can discuss and discover the correct answer. Fundamentally, it is important to remember that almost every candidate taking the exam will be concerned about at least one area of questioning in the exam. Working together can help squash these worries and increase the chances of success for everyone!
We have the luxury of a very simple task. Answer 20 questions in 60 minutes. This means that the average time available per question is 3 minutes. Hence, one of our top 10 tips concerns time management. When practising answering questions and working through different examples, it is key to bear in mind these time constraints. Try to answer each question within the 3 minutes.
Then when it comes to sitting the real exam, remember your timings. The worst possible scenario would be to finish the hour period having to leave several questions unanswered. You stand a better chance of getting 15 questions right if you answer all 20 questions. Therefore, a candidate needs to have good awareness and a time management system to ensure they are not rushed or panicked within the exam.
Yes this is an exam for football agents, but something you may be asked to do is maths! Topics such as training compensation and the solidarity mechanism will require accurate mathematical calculations to accurately determine the exam figure of the fee due to training clubs from a new buying club. Don’t try and attempt these purely mentally. It becomes a lot easier when you use a piece of paper to write out all the key details such as the category being used for the contribution as well as the age of the player in each calendar year. Take the time to write down these calculations and be careful not to make simple mathematical mistakes. Practice, as always, is key for these to familiarise yourself with ‘football maths’!
There are two key points that you may quickly notice when you begin trying practice questions for the FIFA Agent Exam. By reading each question thoroughly and attentively you will avoid making unnecessary simple errors.
Firstly, you must identify whether the question is asking ‘positively’ or ‘negatively’. For example a question may begin ‘which of the following is the best definition of…’ or it will say ‘which of the following is NOT part of the definition of…’. Looking for a keyword such as not will help make sure you answer the exact question being asked rather than assuming what it is asking.
Secondly, FIFA have commonly included questions which ask candidates to ‘select one or more’. This means that of the answer options provided, more than one of these may be right. A common mistake is for candidates to choose the first correct answer they see and presume it is the only right option and will move on to the next. Even if you select two correct options, but a third is also correct, you score 0 on this question so it can make a real difference to your result. Make sure that if it asks you to select one or more, you highlight EVERY correct option.
It is likely that you will encounter at least one question in the exam that you may not immediately know the answer to. Our top tip in such a situation is to work methodically through each option, paying attention to the key words and components in the question, and begin to dismiss each incorrect option. This is known as the ‘process of elimination’ and can be an effective method of pinpointing the right answer. Once you know that it definitely cannot be two of the options, suddenly finding the right option becomes a lot simpler. Just be careful that using this process may take up a significant portion of the 3 minutes per question.
After the first exam since its reintroduction in April, many candidates we spoke to that failed to pass on this attempt told us that their biggest issue was getting flustered and losing their composure when faced with a difficult question. The exam is designed to challenge your knowledge so it can be expected that several questions may seem challenging initially. Don’t panic. Depending on the time you have left, there are different options available. Firstly, you can turn to our previous tips such as navigating to the right part of the Study Materials and using the process of elimination to narrow down the answers. Alternatively, you can move on for now, if time allows, and continue to answer the other questions you are more confident on. Once these are done, you can return to the skipped question and approach it with a fresh mind, hopefully arriving at the correct answer.
Have we missed anything? Let us know your best tip to pass the exam by getting in touch today!
Sports entertainment is undergoing a transformation. From high-profile crossover events like Logan Paul vs. Mike Tyson in boxing to LIV Golf’s unconventional format and the NBA’s All-Star Celebrity Game, the industry is rapidly evolving. Football is now stepping into this new era with the launch of Baller League—a groundbreaking competition that blends traditional football with an entertainment-first approach tailored for today’s digital and interactive audience.
Baller League is not just another football tournament—it’s a complete reimagination of the game’s structure and how it engages fans. Spearheaded by German entrepreneur Felix Starck, the league aims to revolutionize football’s appeal by merging high-energy gameplay with digital innovation and real-time fan participation, making the sport more immersive than ever.
Starck’s vision is to modernize football in a way that resonates with Gen Z, millennials, and those seeking more than a conventional 90-minute match experience. To achieve this, Baller League seamlessly integrates sports, entertainment, gaming, and social engagement, creating a product that extends beyond the pitch and into the everyday digital habits of fans.
At the core of Baller League is its fast-paced six-a-side format, with matches split into two 15-minute halves to maintain intensity. While retaining essential football rules such as offsides and throw-ins, the league introduces innovative elements to amplify excitement. Players are selected through a draft system similar to American sports leagues, featuring a mix of seasoned professionals and up-and-coming talent identified through regional tryouts. A key differentiator is the introduction of “Galaxy Minutes” and “Gamechanger” moments in the final three minutes of each half, where a randomized rule twist—determined by a virtual wheel spin—shakes up the game, forcing players to adapt their tactics in real time. This condensed format ensures relentless action, making the matches more thrilling and accessible to modern audiences.
Understanding the evolving viewing habits of fans, Baller League embraces a digital-first approach. Instead of relying on traditional stadium experiences, the league focuses on online streaming, broadcasting all matches live and free via Twitch and YouTube. This strategy meets younger audiences where they already engage with content, ensuring maximum accessibility and interaction. Beyond the live matches, the league fosters engagement through social media, exclusive behind-the-scenes content, and interactive fan-driven initiatives. Additionally, select live match days will take place in smaller venues across London, offering a more immersive, close-up experience that strengthens the connection between players and supporters.
A major appeal of Baller League lies in its fusion of football icons and digital influencers. Legends such as Lukas Podolski, Mats Hummels, and Luis Figo provide credibility and legacy, attracting traditional football enthusiasts. Meanwhile, social media powerhouses like KSI, Miniminter, and Chunkz introduce a new level of excitement, managing teams and promoting the league to millions of followers. This unique blend of sports and online culture creates a hybrid entertainment experience that traditional leagues lack. Brand partnerships also play a crucial role, with industry leaders like Samsung Galaxy, Vodafone, Nivea, Gatorade, and Citroën integrating their presence through key activations, from sponsoring the player draft to engaging in dynamic in-game moments. These collaborations allow brands to interact with audiences in innovative and meaningful ways.
Following a successful debut in Germany in early 2024—where match days amassed over three million digital viewers—Baller League is now expanding into the UK. The first season will feature 12 teams composed of elite footballers, street football talents, and top futsal players, all managed by prominent figures from sports, music, and entertainment. Spanning 11 live match days and culminating in a Final 4 showdown, the competition is set to redefine how football is consumed and experienced.
Baller League is more than just a tournament—it’s a bold step forward in the evolution of football entertainment. By fusing rapid-fire gameplay, digital interactivity, and a star-studded lineup of football legends and influencers, the league reinvents the sport for the modern era. In a landscape where traditional formats are being challenged, Baller League offers a fresh, engaging alternative that transforms football into an immersive spectacle.
This week we dive into:
In today’s football landscape, there is a phrase agents hear more often than they would like:
“Bring me an offer from a club, and then we can work together.”
It sounds simple. Logical, even. But beneath this seemingly straightforward request lies one of the biggest challenges modern agents, especially young and upcoming ones, are facing.
This has become a routine practice, almost a ritual. Players, and more commonly their family members, repeat this to several agents at once. It turns the player’s representation into an open contest: whoever delivers the first club offer gets the right to represent them.
More and more players today are being “represented” by family members, most often the father. On Transfermarkt, this is even reflected in the Agent section, where instead of a licensed intermediary or agency, it simply says:
“Family Member”
This small detail speaks volumes. It highlights how common it has become for players to rely on a relative, often someone with no formal training or experience, to handle one of the most critical aspects of their career.
These family members often act as the decision-makers and gatekeepers, telling interested agents:
“Bring us an offer, and then we’ll talk.”
And so begins a chaotic process where multiple agents chase club contacts with no agreement in place, while the family reserves the right to choose whichever option looks best later, if they respond at all.
This is a fundamental misunderstanding of what agents do. We do not offer contracts. We facilitate them.
Only agents with strong, long-term relationships with clubs can even attempt to deliver serious interest. And even then, clubs will be cautious if they hear the same player has been pitched by multiple different agents. It makes the situation look unprofessional and desperate.
When ten different agents approach the same club with the same player, it devalues the player’s image. Clubs are less likely to respond, and the player risks missing out entirely.
Let’s assume you do everything right. You manage to secure interest from a club. Maybe you even get them to put together an official offer. Great, right?
Not necessarily.
Because the moment you go back to the family with that offer, you may hear:
“Thank you. We’ll think about it.”
And just like that, you are out of the picture.
Why? Because you never had a written agreement. The player or the family can now take that offer, or even just the idea of interest, and shop it around. They may hand the deal to another agent to finalize. Or they may go directly to the club themselves.
Even the club may not want to talk to you.
When there is confusion about who represents the player, most clubs will ask:
“Do you have a representation contract?”
And if you do not, many clubs will avoid the risk and go straight to the source—the player or the family. In fact, clubs often rely on this method. When in doubt, they ask the player directly, “Who is your agent?”
And the answer, more often than not, is:
“My father” or “My family”
So even if you bring value, create the connection, or spark the interest, without a contract you have no ground to stand on.
Yes, relationships in football often begin with trust. But trust alone will not protect your work.
If there is no signature, there is no structure. And in football, verbal trust without a written agreement leaves you wide open to being used, replaced, or ignored.
Support your existing clients. Build their careers and deepen the trust.
Scout and sign players who are ready to commit, not just those testing the market.
Collaborate with trusted agents, those with players in hand who need support in specific regions.
Build relationships with clubs. That is the long game that creates real opportunities.
The agent-player relationship should be built on trust, alignment, and long-term vision, not on who can bring the fastest offer.
Players and families must understand that good representation is not about quick transactions. It is about shared goals, strategy, and continuity.
And agents must remember their value, protect their time, and stop being baited into an unwinnable game.
Being an agent is about more than just delivering offers. It is about building futures. And that starts with mutual respect, clear roles, and written agreements.
Football clubs have undergone a remarkable transformation over the past three decades, evolving from local sporting institutions primarily focused on match results into sophisticated global entertainment brands with diverse revenue streams. This shift represents one of the most significant changes in the business of football, with merchandise and kit deals now forming a cornerstone of club finances.
Unlike the traditional revenue sources of ticket sales and broadcasting rights, merchandise offers clubs a direct connection to global fanbases that transcends geographical boundaries. According to Deloitte’s Annual Review of Football Finance, merchandise and commercial partnerships now account for approximately 40% of revenue for elite European clubs, with kit deals specifically representing between 5-15% of total annual income.
The financial machinery behind football kit sales reveals a surprising reality about where fan money actually goes. When supporters purchase a standard replica shirt at the typical price point of £75, the revenue distribution creates a complex ecosystem that often leaves clubs with a surprisingly small slice of the pie. Manufacturers like Nike and Adidas command the lion’s share, capturing approximately 60% (£45) of each sale to cover design, production, marketing, and profit margins. Retailers claim the next largest portion at roughly 20% (£15), covering their operational costs and markup. Government taxation through VAT accounts for another 10% (£7.50), leaving clubs with just the final 10% (£7.50) from each shirt bearing their crest and colors.
This stark breakdown explains why clubs only receive approximately £31 from the average seasonal fan expenditure of £317 on merchandise, despite the emotional connection supporters feel when purchasing official club products. The economics become even more fascinating when examining outlier cases like Real Madrid, who have vertically integrated their merchandise operation by owning their distribution network. This strategic business decision allows the Spanish giants to capture around £38 per shirt, roughly five times what most clubs receive, creating a significant competitive advantage in merchandise revenue that helps fund their galáctico transfer policy and stadium investments while demonstrating how innovative commercial structures can dramatically alter the financial equation for ambitious clubs.
The financial scale of kit manufacturing partnerships has entered truly staggering territory, reflecting both football’s global commercial power and the fierce competition between sportswear giants for prestigious club associations. Real Madrid’s landmark deal with Adidas, valued at £1.2 billion over eight years, represents an unprecedented financial commitment that provides the club with approximately £150 million annually, a figure that exceeds the total operating budget of many respectable European clubs.
Arsenal’s partnership, worth £600 million over five years, similarly demonstrates how these arrangements have become fundamental financial pillars rather than supplementary income streams. Perhaps most telling is Barcelona’s emergency sale of future kit rights for £171 million upfront cash during their 2021 financial crisis, effectively mortgaging a future revenue stream to address immediate liquidity challenges. This desperate measure illustrates how kit deals have evolved far beyond simple manufacturer relationships into sophisticated financial instruments that can be leveraged, restructured, or even collateralised.
Modern kit partnerships now commonly include complex clauses related to performance bonuses, minimum guarantees, and international marketing commitments that require specialised legal and commercial expertise to negotiate. The evolution of these arrangements reflects how thoroughly the business of football has professionalised, with clubs increasingly operating as sophisticated global enterprises where commercial partnerships can become as strategically important as the players on the pitch or the tactics employed by managers.
The most forward-thinking clubs have recognised that maximising kit revenue requires creative approaches that transcend traditional designs and release schedules. Paris Saint-Germain’s groundbreaking collaboration with Jordan Brand represents perhaps the most successful example of football-fashion crossover, driving an astonishing 3 million sales in 2024 and establishing the Parisian club as a legitimate lifestyle brand that appeals to consumers far beyond traditional football supporters. This partnership specifically targeted the lucrative North American and Asian markets where basketball aesthetics command significant cultural currency, demonstrating how strategic collaborations can unlock entirely new consumer segments.
Arsenal’s meticulously designed retro collection, which sold 300,000 units within just 48 hours of release, capitalised on the powerful combination of nostalgia and limited availability, creating a sense of urgency among supporters while appealing to the growing vintage football aesthetic popular with younger demographics.
Perhaps most emblematic of football’s commercial future is Inter Milan’s cryptocurrency-based kit launch that generated £4.2 million through NFT revenue alone, completely separate from physical shirt sales. This pioneering approach created digital scarcity and collectability while engaging tech-savvy supporters in an innovative ownership model. The most successful merchandise strategies now incorporate elements from luxury fashion marketing—including limited drops, designer collaborations, and artificial scarcity—suggesting that football’s commercial future increasingly resembles the strategies employed by premium lifestyle brands rather than traditional sporting goods manufacturers.
The contemporary approach to kit releases has evolved into a sophisticated global marketing strategy that carefully targets distinct geographical and demographic segments. Manchester United exemplifies this approach by strategically releasing multiple kits annually, each designed with specific markets and consumer preferences in mind.
The traditional home kit maintains continuity with club heritage to satisfy core supporters and preserve brand identity. The away kit typically incorporates European design sensibilities and historical references that resonate with the club’s continental fanbase. Third kits increasingly feature bold, experimental designs with particular color schemes and cultural references calibrated to appeal to Asian markets, where merchandise sales are growing exponentially and younger fans embrace distinctive aesthetics. Fourth kits often incorporate streetwear influences and contemporary fashion trends to capture the North American market, where football competes with established sports for cultural relevance and commercial attention.
This meticulously segmented approach, combined with region-specific marketing campaigns and strategic ambassador relationships, has enabled Manchester United to generate a remarkable £267 million in annual merchandise revenue, a figure that exceeds the total operating income of most professional football clubs worldwide.
The sophistication of these global marketing strategies demonstrates how thoroughly data-driven and consumer-focused top clubs have become, treating different geographical markets as distinct segments requiring tailored approaches rather than applying the one-size-fits-all model that characterised football merchandise in previous decades.
The football kit industry stands at the intersection of multiple transformative trends that promise to reshape how supporters engage with club merchandise in the coming years. Sustainability has emerged as a significant frontier, exemplified by Forest Green Rovers’ groundbreaking kit produced from recycled coffee grounds, a carbon-negative product that appeals to environmentally conscious supporters while generating significant positive press coverage for a relatively small club.
This approach reflects growing consumer demand for ethical production processes, with several Premier League clubs now incorporating recycled ocean plastic and other sustainable materials into their official merchandise. Technological integration represents another evolving frontier, demonstrated by AC Milan’s augmented reality-enabled home shirt that allows supporters to access exclusive digital content, player interactions, and match highlights by scanning elements of the physical jersey with their smartphones. Barcelona’s development of smart fabric technology takes this concept further by incorporating biometric sensors that can track movement and performance metrics, creating a direct connection between professional player analytics and the consumer experience.
These innovations point toward a future where football kits transcend their traditional function as team identifiers or fashion statements to become interactive platforms that offer digital experiences, performance insights, and evolving content. The convergence of sustainability, technology, and interactive experiences suggests that football merchandise is entering a new era where the physical product serves as merely the starting point for a more comprehensive relationship between supporters and their clubs, potentially creating entirely new revenue streams and engagement opportunities.
Perhaps most interestingly, smaller clubs are finding success through design-focused approaches. Venezia FC, despite playing in Italy’s lower divisions, has achieved remarkable sales in Japan by prioritising distinctive design and limited-edition releases.
Football clubs have undergone a remarkable transformation over the past three decades, evolving from local sporting institutions primarily focused on match results into sophisticated global entertainment brands with diverse revenue streams. This shift represents one of the most significant changes in the business of football, with merchandise and kit deals now forming a cornerstone of club finances.
Unlike the traditional revenue sources of ticket sales and broadcasting rights, merchandise offers clubs a direct connection to global fanbases that transcends geographical boundaries. According to Deloitte’s Annual Review of Football Finance, merchandise and commercial partnerships now account for approximately 40% of revenue for elite European clubs, with kit deals specifically representing between 5-15% of total annual income.
Liverpool FC’s recent announcement of a multi-year partnership with Adidas serves as a perfect case study of how these relationships have evolved into complex financial arrangements with far-reaching implications for both parties.
This reunion carries significant historical weight. Liverpool and Adidas first collaborated from 1985 to 1996, a golden period that saw the club win multiple league titles and European trophies while sporting iconic designs that remain collector’s items today. Their second partnership from 2006 to 2012 coincided with Liverpool’s transition into American ownership under Fenway Sports Group (then New England Sports Ventures).
The club’s outgoing arrangement with Nike represents the modern template for kit deals. Rather than the fixed-fee models of the past, Liverpool received:
This innovative structure, negotiated by Liverpool CEO Billy Hogan, pushed the total value beyond £60 million annually—significantly outperforming the previous New Balance deal despite the lower guaranteed base payment.
Sources with knowledge of the new Adidas agreement indicate it represents a substantial increase over these figures. Industry analysts estimate the guaranteed component could reach £50-60 million annually, with the royalty percentage potentially rising to 22-25%. Over the likely 5-7 year term, the deal could be worth between £350-500 million depending on Liverpool’s sporting performance and global sales figures.
The timing of this announcement is particularly notable as it comes after:
For context, this deal follows other recent manufacturer partnerships including:
The performance-based component of Liverpool’s new deal represents the cutting edge of kit partnership models. Rather than fixed payments regardless of outcomes, Liverpool’s earnings will fluctuate based on:
This alignment of incentives encourages both parties to maximise commercial opportunities while giving Adidas greater confidence in their significant investment. For Liverpool, it potentially increases the total value while creating additional revenue certainty compared to pure royalty models that are vulnerable to market fluctuations.
Industry analysts note that these performance-incentivised structures are becoming the norm among elite clubs, with Arsenal, Tottenham, and Juventus all implementing similar models in their recent manufacturer agreements. This represents a significant evolution from the fixed-fee approaches that dominated until the mid-2010s.
The football kit business has evolved from simply outfitting teams to becoming a cornerstone of club finances. As Liverpool’s return to Adidas demonstrates, these partnerships continue to grow in financial significance while becoming increasingly sophisticated in their structure and global marketing approach.
The most successful clubs recognise that merchandise is no longer just about producing team wear, it’s about creating cultural artifacts that resonate with fans worldwide, regardless of their connection to the actual sport.
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