Sports.com Enters Into Multi-Year Partnership Agreement With Soccerex

Rhea-AI Summary

Sports.com, a brand of Lottery.com (NASDAQ: LTRY), has entered into a multi-year global partnership with Soccerex, the world's leading football business event organizer. The agreement makes Sports.com the title sponsor for six global events, including Soccerex 2025 in Cairo, Amsterdam, and Miami.

The partnership aims to provide Sports.com with a platform to engage with key stakeholders in the football industry while building brand awareness for its gaming, content, and entertainment brands. Sports.com is also exploring the potential acquisition of a UK football club, with Marc Bircham, Sports.com Director and Head of Football Acquisitions, leading the initiative.

Soccerex has a nearly three-decade history of connecting clubs, leagues, federations, investors, sponsors, and media, having partnered with major organizations like LALIGA, Serie A, and Major League Soccer.

Positive

• Strategic partnership with Soccerex provides access to key football industry stakeholders
• Title sponsorship of six major global events enhances brand visibility
• Potential acquisition of UK football club indicates expansion plans
• Partnership with established industry leader (Soccerex's 30-year history)

Negative

• Significant sponsorship costs not disclosed
• Football club acquisition plans still in early discussion phase
• No immediate revenue impact disclosed

Insights

Sports Industry Analyst

The partnership with Soccerex marks a calculated entry into football's commercial ecosystem, positioning Sports.com strategically at the nexus of sports business networking. Title sponsorship of six major events across MENA, Europe and USA provides extensive brand visibility and access to key decision-makers in the football industry.

The timing is particularly noteworthy as it coincides with Sports.com's exploration of UK football club acquisition opportunities. This follows a growing trend of technology companies entering sports ownership, seeking to leverage digital innovations and create new revenue streams. The multi-club ownership model has gained traction, with City Football Group and Red Bull as prominent examples.

The appointment of Marc Bircham, a QPR legend, as Head of Football Acquisitions adds credibility to their football operations strategy. His extensive industry experience and connections could prove valuable in navigating potential club acquisitions and establishing relationships with key stakeholders.

However, investors should note several key considerations:

• Football club acquisitions require significant capital investment and careful financial planning
• Regulatory hurdles, including fit-and-proper-person tests and financial fair play rules, could impact acquisition plans
• The success of technology integration in traditional football operations remains unproven

This strategic move represents a significant pivot for Lottery.com, diversifying beyond its core lottery business into sports entertainment. The partnership and potential club acquisition could create new revenue streams through digital content, fan engagement and technology solutions in football.

Company Eyes the Potential for UK Football Club Acquisition

FORT WORTH, Texas, Feb. 11, 2025 (GLOBE NEWSWIRE) -- Sports.com, a global leader in digital sports entertainment and a key brand of Lottery.com Inc. (Nasdaq: LTRY, LTRYW) (“Lottery.com” or the “Company”), announces that it has entered into a multi-year global partnership agreement (the “Agreement”) with Soccerex, the world’s leading soccer (hereinafter referred to as “football”) business event organizer. The Agreement makes Sports.com the title sponsor for six global events including Soccerex 2025 for MENA, Europe and USA to be held in Cairo, Amsterdam and Miami, respectively. 

This collaboration will provide the Company with an influential platform to engage with key stakeholders in the football industry, further solidifying Sports.com’s position at the intersection of sports, technology and entertainment. Working with the Soccerex team and its community presents an opportunity to build brand awareness internationally for the Company’s gaming, content and entertainment brands.

For nearly three decades, Soccerex has been bringing together clubs, leagues, federations, investors, sponsors and media and has served as the premier destination for networking and deal-making discussions on the commercial and technological evolution of the sport. Soccerex has partnered with some of the biggest names in the football world, including LALIGA, Serie A and Major League Soccer (MLS). Its events have attracted thousands of attendees and featured high-profile speakers, industry panels and exhibitors. Football icons such as David Beckham, Pelé and Sir Alex Ferguson have shown their support at events, reinforcing Soccerex’s status as the go-to platform for football business leaders.

The partnership agreement between Sports.com and Soccerex comes at an optimal time for Sports.com as it continues down a path towards the potential acquisition of a professional football club. Sports.com has been engaged in discussions to narrow its scope for prospective acquisition targets.

The strategic alliance with Soccerex will see Sports.com play a key role in upcoming Soccerex events, creating new opportunities for collaboration and industry advancement. By joining forces, Sports.com and Soccerex together look to redefine the business of football, unlocking new revenue streams and revolutionizing the way fans, brands and clubs connect. With innovation at the forefront, this partnership is set to push the boundaries of football’s digital, technological and commercial landscape.

Marc Bircham, Sports.com Director and Head of Football Acquisitions, is spearheading the partnership with Soccerex. A former player and coach in English football with Queens Park Rangers FC, Bircham is known as a QPR legend. Bircham brings more than 25 years of experience in professional football and has been instrumental in crafting a strategy that aligns with Sports.com’s broader goals of global expansion, community engagement and innovative sports entertainment.

Marc Bircham, Sports.com Director and Head of Football Acquisitions, commented:

“We are excited to be working so closely with what is arguably the leading football expo in the world, Soccerex. This partnership aligns perfectly with our goal of making Sports.com a leading brand in the global football market. By leveraging our deep industry relationships and expertise, we aim to create a powerful synergy between sports, technology and entertainment. By joining forces, Soccerex and Sports.com are redefining the business of football, unlocking new revenue streams and revolutionizing the way fans, brands and clubs connect. With innovation at the forefront, this partnership is set to push the boundaries of football’s digital and commercial landscape.”

Patrick McCreanor, Soccerex CEO also emphasized the importance of the partnership in driving growth and innovation within the global football ecosystem with a shared vision for innovation. He added:

“We’re looking forward to a long and successful partnership with Sports.com. Together, we will help structure their plans to execute their multi-club ownership program in world football. The partnership with Sports.com reinforces Soccerex’s mission to drive innovation and growth in global football. This strategic alliance will see Sports.com play a key role in our upcoming events, creating new opportunities for collaboration and industry advancement.”

Matthew McGahan, Chairman of Lottery.com, commented:

“The Soccerex partnership and its long-term benefits are a direct result of Lottery.com’s turnaround efforts and continued strengthening of its financial position due to fund raising efforts under our effective S-1. Beyond its role as title sponsor, Sports.com has actively pursued strategic initiatives within the football industry, including a potential acquisition of a UK football club. The partnership with Soccerex represents a significant milestone in Sports.com’s long-term vision to deepen its involvement in the global sports market. We will continue to expand our footprint through strategic acquisitions and sponsorships and are very excited about the potential to shape the future of sports entertainment through technology, innovation and community engagement.”

For more information, please visit www.lottery.com or contact our media relations team at press@lottery.com.

Important Notice Regarding Forward-Looking Statements

This press release contains statements that constitute “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended (the “Securities Act”) Section 21E of the Securities Exchange Act of 1934, as amended (the “Exchange Act”). All statements, other than statements of present or historical fact included in this press release, regarding the Company’s future financial performance, as well as the Company’s strategy, future operations, revenue guidance, projected costs, prospects, plans and objectives of management are forward-looking statements. When used in this press release, the words “could,” “should,” “will,” “may,” “believe,” “anticipate,” “intend,” “estimate,” “expect,” “project,” the negative of such terms and other similar expressions are intended to identify forward-looking statements, although not all forward-looking statements contain such identifying words. These forward-looking statements are based on management’s current expectations and assumptions about future events and are based on currently available information as to the outcome and timing of future events. Except as otherwise required by applicable law, Lottery.com disclaims any duty to update any forward-looking statements, all of which are expressly qualified by the statements in this section, to reflect events or circumstances after the date of this press release. Lottery.com cautions you that these forward-looking statements are subject to numerous risks and uncertainties, most of which are difficult to predict and many of which are beyond the control of Lottery.com. In addition, Lottery.com cautions you that the forward-looking statements contained in this press release are subject to the following factors: (i) the outcome of any legal proceedings that may be instituted against Lottery.com; (ii) Lottery.com’s ability to maintain effective internal controls over financial reporting, including the remediation of identified material weaknesses in internal control over financial reporting relating to segregation of duties with respect to, and access controls to, its financial record keeping system and Lottery.com’s accounting staffing levels; (iii) the effects of competition on Lottery.com’s future business; (iv) risks related to Lottery.com’s dependence on its intellectual property and the risk that Lottery.com’s technology could have undetected defects or errors; (v) changes in applicable laws or regulations; (vi) risks related to the COVID-19 pandemic and its effect directly on Lottery.com and the economy generally; (vii) risks relating to privacy and data protection laws, privacy or data breaches, or the loss of data; (viii) the possibility that Lottery.com may be adversely affected by other economic, business and/or competitive factors; (ix) the ability of Lottery.com to achieve its strategic and growth objectives as stated or at all; and (x) those factors discussed in the proxy statement/prospectus filed by Lottery.com with the SEC under the heading “Risk Factors” and the other documents filed, or to be filed, by Lottery.com with the SEC. Should one or more of the risks or uncertainties described in this press release materialize or should underlying assumptions prove incorrect, actual results and plans could differ materially from those expressed in any forward-looking statements. Additional information concerning these and other factors that may impact the operations and projections discussed herein can be found in the reports that Lottery.com has filed and will file from time to time with the SEC. These SEC filings are available publicly on the SEC’s website at www.sec.gov.

This press release was published by a CLEAR® Verified individual.

FAQ

What is the scope of Sports.com's partnership with Soccerex for LTRY shareholders?

The partnership makes Sports.com the title sponsor for six global Soccerex events in 2025, including events in Cairo, Amsterdam, and Miami, providing access to key football industry stakeholders and enhancing brand visibility.

Is LTRY (Sports.com) planning to acquire a football club in 2025?

Yes, Sports.com is actively pursuing the potential acquisition of a UK football club, with discussions ongoing to narrow down prospective acquisition targets.

Which major football organizations have previously partnered with Soccerex?

Soccerex has partnered with major organizations including LALIGA, Serie A, and Major League Soccer (MLS).

Who is leading Sports.com's football acquisition strategy for LTRY?

Marc Bircham, Sports.com Director and Head of Football Acquisitions, a former Queens Park Rangers FC player and coach, is leading the football acquisition strategy.

What are the locations for Soccerex 2025 events sponsored by LTRY's Sports.com?

The Soccerex 2025 events will be held in Cairo (MENA), Amsterdam (Europe), and Miami (USA).