Published on November 10th, 2026
Location: Global
SPORTFIVE Retains Global Football Business of the Year Award
London, 10 November 2026 – Sports marketing agency SPORTFIVE has been named Global Football Business of the Year for the second consecutive year at the Global Football Industry Awards.
Held on Thursday 5 November in London and hosted by football legends Jamie Carragher and Theo Walcott, the second annual Global Football Industry Awards brought together the sport's most influential business leaders, brands and organisations to celebrate excellence, innovation and impact across the global football ecosystem.
The Global Football Business Award recognises the often-overlooked heroes driving the game’s success behind the scenes. Those shortlisted have demonstrated outstanding leadership, growth and innovation while making a significant contribution to the development of football worldwide.
SPORTFIVE were shortlisted alongside an esteemed group of industry leaders including City Football Group, Red Bull Football, Gestifute, Hudl, eFootball, Pixellot, TransferRoom Limited, Unique Sports Group and The Friedkin Group.
The award recognises SPORTFIVE's unique position at the centre of the global football industry, connecting brands, clubs, leagues, federations, media platforms, talent and fans across continents through commercially impactful partnerships and innovative solutions.
Winning the Global Football Business Award for a second straight year makes this recognition particularly meaningful. It reflects not just what we have achieved, but the consistency of our work and the trust our partners place in us. I’m incredibly proud of our teams around the world and the impact they continue to make across the game.
Stefan Felsing, Chief Executive Officer, SPORTFIVE
Across its international network, SPORTFIVE works across some of football’s most established and fastest-growing markets. A key driver of this success is SPORTFIVE’s market-leading football business in Germany, representing more than 30 rightsholders across the Bundesliga, 2. Bundesliga and 3. Liga. This includes long-standing partnerships with some of German football’s leading clubs, most notably Borussia Dortmund, whose collaboration with SPORTFIVE dates back to 1999 and was recently extended ahead of schedule until 2034.
Through its e-commerce platform OFFICIAL VIP, SPORTFIVE also sold more than 37,000 hospitality tickets and served over 4,000 customers during the 2025/26 season.
In France, SPORTFIVE provides comprehensive marketing services for clubs including LOSC, RC Lens, Olympique Lyonnais, OL Lyonnes, AJ Auxerre, Le Mans FC, Le Havre AC and Toulouse FC. Teams across the UK and Spain also work with leading clubs, brands and football organisations on sponsorship, media, hospitality and fan engagement.
This international reach enables SPORTFIVE to connect markets, expertise and opportunities across regions. In 2026, the agency became an Official Hospitality Agent for Real Madrid, further strengthening its advertising and hospitality activities across Europe. In Southeast Asia, SPORTFIVE continued to support the growth and commercial development of the game through its role as exclusive partner to the ASEAN Football Federation, working across ASEAN United FC competitions.
The agency also played a significant role around the FIFA World Cup 2026™, serving as exclusive hospitality sales agent for Germany and Austria on behalf of On Location, while producing and operating the FIFA Fan Festival in Houston. Over 34 days, SPORTFIVE brought together global brands, local vendors and community partners to create a vibrant destination that welcomed more than 500,000 fans and broadcast all 104 tournament matches live on large-format screens, giving supporters a place to gather, celebrate and experience the World Cup together.
SPORTFIVE also delivered Concacaf’s official creator campaign, The Call Up, alongside creator-led activations for EA SPORTS FC26 and represented creator BFordlancer’s journey across 11 of the tournament’s 16 host cities.
By connecting opportunities across regions and markets, SPORTFIVE has helped brands access some of football's most valuable audiences while supporting clubs, leagues and federations in accelerating their international growth ambitions.
It was a privilege to accept this award on behalf of SPORTFIVE and our colleagues across the world. To retain the Global Football Business of the Year Award in such a competitive category is a fantastic achievement. It reflects not only the scale of our global business, but also the quality of the relationships we continue to build between brands, rightsholders, media platforms and fans.
Tim Birt, Managing Director UK, SPORTFIVE
Throughout 2026, SPORTFIVE continued to innovate across sponsorship, media, hospitality, talent management, fan engagement and event operations. Standout projects included TCL's Inspire Greatness campaign with Arsenal, EA SPORTS FC 27 sales and activations, CONCACAF's Crowned documentary series and Volkswagen's FIFA World Cup 2026™ programme with the French Football Federation.
Beyond commercial success, SPORTFIVE also continued to use football as a force for positive social impact through SPORTGIVE and Football for Worldwide Unity, supporting education, inclusion and community development initiatives across the globe.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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James Chadderton
Director, Global Marketing Communications
james.chadderton@sportfive.com
