? Kickstart 2025: Catch up on Soccer's Top Stories

As we get back into the swing of things and kickstart 2025, check out some of the soccer industry stories from the holidays and this past week.

??Denver secures NWSL franchise

The Denver bid, led by IMA Financial Group CEO Robert Cohen, was awarded the league's 16th franchise with an expansion fee of $110 million—a fee more than double the previous NWSL record for a new team and an American record for expansion fee in women's sports. The Denver team will join the league in the 2026 season, alongside the Boston-based team.

???San Diego FC, Club América announce partnership

The San Diego club—Major League Soccer's 30th—is still roughly two months from its first game, but club officials have been busy. In addition to unveiling their first-ever jersey and filling out its roster, San Diego FC announced a multiyear partnership with the back-to-back-to-back Liga MX champions, América. The duo will collaborate on several community and marketing initiatives, including a friendly on June 21 at San Diego's Snapdragon Stadium.

?? Red Bull increases soccer presence with new Club partner

The energy drink brand has agreed to a new sponsorship deal with Atlético Madrid. Details of the agreement haven't been revealed beyond the partnership running through summer 2027. The Madrid-based club reportedly beat out FC Barcelona for the partnership. This deal continues good sponsorship momentum for the Atlético Madrid, which, in the past two years, struck separate deals with Saudi-owned?airline Riyadh Air for both jersey sponsorship and stadium naming rights.

???New MLS docuseries coming to Apple TV+

Apple TV+ and MLS unveiled the trailer for the new eight-part documentary showcasing the 2024 season. Onside: Major League Soccer will premier on the streaming platform on February 21 and feature key moments and storylines from last season. The series is produced by Box to Box Films, who also produced Formula 1: Drive to Survive. Read more about the series?and check out the?trailer here.

???Concacaf seeking betting partner for competitions

An invitation process for interested parties has been launched to become Concacaf's first-ever official betting partner/sponsor of the Confederation's senior men's and women's national team and club team competitions through 2028. Among the competitions included in the partnership are the Gold Cup, Nations League, Champions Cup, W Championship, W Nations League, and W Champions Cup.

?? Investors eyeing MLS NEXT Pro clubs

Several groups, including Diamond Baseball Holdings and a group led by former NYCFC president Tom Glick, have discussed commercial opportunities for the lower-division league launched in 2022, per Sportico. Talks remain preliminary, but investment would further?connect club academies and their first teams, as well as expose teams to?new fans in new markets.

?? Former USMNT star joins American football ranks

In December, Jozy Altidore was announced as one of 10 new Buffalo Bills minority owners, alongside former NBA stars Vince Carter and Tracy McGrady. In speaking with GOAL.com, Jozy described how he jumped at the opportunity—and why wouldn't he? The trio (pictured above) all have one thing in common: they each played parts of their?careers in Toronto—a market important to the Bills as they expand their brand.

?? David Beckham scoring big off the field

His branded businesses, under DRJB Holdings, dished out $124 million in dividends in 2024, fueled by profits from endorsements, digital content, and new product launches. From licensing deals with Boss and Stella Artois to producing the hit Netflix documentary Beckham through Studio 99, the Beckham brand continues to prove it's a global powerhouse.

???Messi receives America's highest civilian honor

Inter Miami and Argentina player Lionel Messi was recently included among the recipients of the Presidential Medal of Freedom for his contributions to sport, as well as his work through the Leo Messi Foundation.?While Messi was unable to attend due to a prior commitment, he did send a letter to the White House expressing his gratitude and appreciation for the recognition. Other notable?recipients joining Messi were Magic Johnson, Denzel Washington, Anna Wintour, and Michael J. Fox.

?? Fan investment helping?drive?Orange County SC

The LA Times profiled?USL Championship club Orange County SC, which offered fans the ability to invest in the team. The fan ownership opportunity, similar to one used by fellow USL Championship clubs Oakland?and Detroit, has garnered more than 1,400 fans to contribute as little as $100. In total, the club raised nearly $650,000. Read more about the club and how ownership gives fans a unique relationship with the team.

?? Did a great year for women's sports increase marketing spend?

In 2024, brands sprinted to support women's sports. This surge was especially evident in soccer, where, among other accomplishments,?NWSL saw TV audiences rise by almost 20% compared to the previous season. Read this from Digiday, as the author expands on a successful 2024 for women's sports, and looks into whether brands are spending more or if there are now more brands spending in the space.

???Disney to merge Hulu + Live TV and FuboTV

Closing out this edition of The Assist with two noteworthy streaming stories. First up, Disney is combining the two streaming entities to form one of the largest digital pay-TV providers. Disney will control 70% of FuboTV and provide the streaming platform with $220 million in immediate cash and an additional $145 million in financing in January 2026. Fubo will continue to focus on sports and news, but now include more to its subscribers, including ESPN+.

?????Illegal streaming crackdown just before 2025

And finally, if you've ever illegally streamed a game?you may be among those who mourned the shutdown of two well-known streaming sites ahead of 2025. With media companies paying billions for exclusive broadcast rights to live sporting events, illegal streams are noteworthy—especially in soccer. Per the Harvard Busines Review, these sites cost the global sports industry an estimated $28 billion in annual revenue. Read more on this?from Sportico.?