Monday briefing: Premier League explores £750 million annual uplift from centralised ad sales
Monday briefing: Premier League explores £750 million annual uplift from centralised ad sales
IMAGO
16 February 2026 - 5:30 AM
The Premier League has told its 20 clubs it is exploring commercial changes that could generate an additional £750 million a year, according to Sky News.
Clubs were informed at a shareholder meeting this week that executives have begun examining plans to centralise 60 per cent of pitch-side perimeter advertising sales and expand the league’s top-tier commercial partners from seven to 10. Initial modelling presented to clubs suggested the changes could deliver the projected annual uplift.
The proposal would mirror commercial structures used in several leading US sports leagues. Sky sources said discussions were exploratory and that no formal decision had been taken to proceed.
Commercial structure under review
The league’s current roster of principal partners includes Barclays, Microsoft, EA and Guinness. It also holds licensing agreements with companies such as Topps, Football Manager and Sorare.
One club executive is said to have raised concerns that increasing the number of central partners could create conflicts with clubs’ own commercial arrangements.
AFCON 2027 set to be held in the summer
The 2027 Africa Cup of Nations (AFCON) will be staged in June and July, according to a report from The Athletic. The tournament will be co-hosted by Tanzania, Kenya and Uganda.
CAF president Patrice Motsepe, speaking after an executive meeting in Dar es Salaam, suggested the opening match will take place in Tanzania. He also dismissed reports that the hosting rights were at risk due to alleged infrastructure delays, saying the competition would be “enormously successful”.
Although no exact dates were confirmed, a summer schedule would leave many African nations facing a compressed qualifying period following this year’s World Cup.
Considers expanding tournament
Motsepe also said he intends to increase the number of participating teams from 24 to 28 once AFCON moves to a four-year cycle after 2028.
The proposed expansion would mark a further structural change to the tournament’s format, subject to approval by CAF’s decision-making bodies.
Ares seek $250 million recovery from Eagle Football amid Lyon dispute
Ares Management are seeking to recover around $250 million in outstanding loans to Eagle Football Holdings amid an escalating dispute with majority shareholder John Textor, according to Bloomberg.
Ares is exploring options including forcing a sale or taking control of Olympique Lyon, which is owned by Eagle. Eagle acquired the Ligue 1 club for around €800 million in 2022, with Ares providing more than $450 million in financing as part of one of its first major football investments.
Although Ares have recouped more than $200 million of the original loan, recent filings show the firm has marked the remaining debt down to roughly 32 cents on the dollar. People familiar with the matter said Ares believe Eagle have breached multiple covenants, a claim Textor disputes.
Dispute over alleged defaults
A spokesperson for Textor said Ares had destabilised Eagle and its portfolio clubs despite signing off on audited financial statements. “We dispute all alleged events of default,” the spokesperson said, while Ares said it would defend its position through legal channels.
Eagle’s portfolio includes RWD Molenbeek and Botafogo, and previously included Crystal Palace, which was sold last summer, allowing Ares to recover a significant portion of its exposure.
CEO to leave LFP Media after World Cup rights dispute
Nicolas de Tavernost has confirmed he will step down as director general of LFP Media, citing a lack of support following a dispute over World Cup broadcasting rights, according to Le Figaro.
De Tavernost announced his decision during a Ligue de Football Professionnel board meeting on Thursday afternoon, describing it as irrevocable. He will remain in post until a successor is appointed. Reports suggesting he might reverse his decision have been dismissed.
The situation intensified after beIN Sports secured rights to the next FIFA World Cup ahead of Ligue 1+, despite LFP Media’s platform having agreed a deal with FIFA for pay-TV coverage of all 104 matches. The agreement was valued at nearly €20 million, including €17 million in rights fees and €2.5 million in production costs.
Dispute over legal action
De Tavernost had considered pursuing action against FIFA to defend Ligue 1+’s position, but did not receive backing for that approach. Philippe Diallo, president of the French Football Federation, indicated earlier on Thursday that it was time to move on from the matter.
beIN Sports forms part of beIN Media Group, which is chaired by Nasser al-Khelaïfi, who also serves as president of Paris Saint-Germain.
Canada Soccer agrees 12-year rights deal projecting $100 million uplift
Canada Soccer has agreed a new 12-year commercial rights deal with Canadian Soccer Business (CSB), projecting “well over $100 million” in additional net revenue compared with the existing contract.
Chief executive Kevin Blue said the governing body expects the uplift across the term from 1 January 2026 to 31 December 2037, with a mutual option for a five-year extension. The previous arrangement with CSB, which this week rebranded as Canadian Soccer Media & Entertainment CSME), had drawn criticism from players and politicians who argued it undervalued the federation’s assets.
Under the revised structure, the parties will share the first $10 million of adjusted gross revenue annually, with Canada Soccer’s share rising to 70 per cent at $22.5 million and above. The deal also provides either $19.5 million in additional lump-sum payments at set points or a shift to a 70 per cent share of all adjusted gross revenue from 1 January 2029. A minimum annual guarantee remains in place.
Broadcast commitments
The contract commits to “wide broadcast distribution” of all senior national team home matches and international fixtures played in Canada-friendly time zones, with equal exposure for the men’s and women’s teams described as a guiding principle.
CSB, launched in 2018 to manage Canada Soccer’s marketing and broadcast rights alongside the Canadian Premier League, previously paid a guaranteed annual fee reported at $4 million, rising by around $500,000 per year ahead of the 2026 men’s World Cup.