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NEOM, AFC Announce Four-Year Global Sponsorship Rights Deal

NEOM has become a Global Partner of the Asian Football Confederation (AFC) from 2021-2024. (NEOM)
NEOM has become a Global Partner of the Asian Football Confederation (AFC) from 2021-2024. (NEOM)
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NEOM, AFC Announce Four-Year Global Sponsorship Rights Deal

NEOM has become a Global Partner of the Asian Football Confederation (AFC) from 2021-2024. (NEOM)
NEOM has become a Global Partner of the Asian Football Confederation (AFC) from 2021-2024. (NEOM)

NEOM has become a Global Partner of the Asian Football Confederation (AFC) from 2021-2024.

The agreement encompasses major AFC national team competitions, including but not limited to the AFC Asian Qualifiers - Road to Qatar Final Round featuring the Continent’s top-12 football nations, and Asia’s flagship national team competition – the AFC Asian Cup China 2023 – which is set to take place in China, as well as the AFC Women’s Asian Cup India 2022 and the AFC U23 Asian Cup Uzbekistan 2022. In addition, NEOM will be a strong supporter of the AFC Champions League and AFC Cup globally.

NEOM is a project of global significance currently under development in Saudi Arabia, focused on creating a new model for sustainable living and accelerating human progress. With an ambition to become a global center for sport, its partnership with the AFC will provide NEOM with a long-term platform to grow its profile on the world stage, develop a culture of active lifestyles within its own communities, and leverage its investment in technology, innovation, performance and sustainability to benefit football across the whole of Asia.

The partnership was secured by the AFC's commercial partner Football Marketing Asia (FMA) who will manage the rights delivery and work closely with NEOM and the AFC on launching a range of activation campaigns in the coming months, initially with a digital focus and over time also presenting opportunities for fans to experience NEOM in person.

Dato’ Windsor John, the AFC General Secretary, said: “The AFC is delighted to welcome NEOM to the fast-expanding AFC family of global partners, which once again reinforces the undeniable stature and prestige of the AFC’s brand and its competitions.

“NEOM’s partnership with AFC not only underscores the attractive and engaging platform the AFC provides through its many world-class competitions but also emphasizes the profound and lasting impact Asia’s number one sport can have on strengthening communities.

“We look forward to creating and sharing historic moments with NEOM and realising our common ambitions.”

Nadhmi Al Nasr, CEO of NEOM said: “NEOM is extremely excited about its ambitious partnership with the AFC. Football is by far Saudi Arabia’s favorite sport. It holds a special place in the hearts of our people and therefore provides a unique opportunity to inspire and enable NEOM’s citizens to lead active lifestyles, as we move towards our goal of having the most physically active population on the planet.

“We regard and value the AFC as a progressive and innovative partner who is committed to taking football in Asia to greater heights. This reflects NEOM’s own ambition to become a globally recognized center of sporting excellence, to provide a world class environment for the brightest minds and best talent to excel, and to contribute to the growth and economic prosperity of the Kingdom.”

Patrick Murphy, Board Member and CEO at Football Marketing Asia commented: “NEOM represents a wonderful fit with the new commercial rights cycle of AFC competitions, being a project fueled at its very core by innovation and celebrating futuristic thinking. Our team at Football Marketing Asia is incredibly excited to begin collaborating with NEOM to promote its unique story to fans of Asian football and elevate their experience of the game they love.”

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Tottenham Hotspur Sack Head Coach Thomas Frank

(FILES) Tottenham Hotspur's Danish head coach Thomas Frank gestures on the touchline during the English Premier League football match between Burnley and Tottenham Hotspur at Turf Moor in Burnley, north-west England on January 24, 2026. (Photo by Oli SCARFF / AFP)/
(FILES) Tottenham Hotspur's Danish head coach Thomas Frank gestures on the touchline during the English Premier League football match between Burnley and Tottenham Hotspur at Turf Moor in Burnley, north-west England on January 24, 2026. (Photo by Oli SCARFF / AFP)/
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Tottenham Hotspur Sack Head Coach Thomas Frank

(FILES) Tottenham Hotspur's Danish head coach Thomas Frank gestures on the touchline during the English Premier League football match between Burnley and Tottenham Hotspur at Turf Moor in Burnley, north-west England on January 24, 2026. (Photo by Oli SCARFF / AFP)/
(FILES) Tottenham Hotspur's Danish head coach Thomas Frank gestures on the touchline during the English Premier League football match between Burnley and Tottenham Hotspur at Turf Moor in Burnley, north-west England on January 24, 2026. (Photo by Oli SCARFF / AFP)/

Thomas Frank was fired by Tottenham on Wednesday after only eight months in charge and with his team just five points above the relegation zone in the Premier League.

Despite leading Spurs to the round of 16 in the Champions League, Frank has overseen a desperate domestic campaign. A 2-1 loss to Newcastle on Tuesday means Spurs are still to win in the league in 2026.

“The Club has taken the decision to make a change in the Men’s Head Coach position and Thomas Frank will leave today,” Tottenham said in a statement. “Thomas was appointed in June 2025, and we have been determined to give him the time and support needed to build for the future together.

“However, results and performances have led the Board to conclude that a change at this point in the season is necessary.”

Frank’s exit means Spurs are on the lookout for a sixth head coach in less than seven years since Mauricio Pochettino departed in 2019.

Sports

Marseille Coach De Zerbi Leaves After Humiliating 5-0 Loss to PSG 

Marseille's Italian coach Roberto De Zerbi looks on from the technical area during the French Cup round of 32 football match between FC Bayeux and Olympique de Marseille (OM) at the Michel-d'Ornano Stadium in Caen on January 13, 2026. (AFP) 
Marseille's Italian coach Roberto De Zerbi looks on from the technical area during the French Cup round of 32 football match between FC Bayeux and Olympique de Marseille (OM) at the Michel-d'Ornano Stadium in Caen on January 13, 2026. (AFP) 
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Marseille Coach De Zerbi Leaves After Humiliating 5-0 Loss to PSG 

Marseille's Italian coach Roberto De Zerbi looks on from the technical area during the French Cup round of 32 football match between FC Bayeux and Olympique de Marseille (OM) at the Michel-d'Ornano Stadium in Caen on January 13, 2026. (AFP) 
Marseille's Italian coach Roberto De Zerbi looks on from the technical area during the French Cup round of 32 football match between FC Bayeux and Olympique de Marseille (OM) at the Michel-d'Ornano Stadium in Caen on January 13, 2026. (AFP) 

Marseille coach Roberto De Zerbi is leaving the French league club in the wake of a 5-0 thrashing at the hands of PSG in French soccer biggest game.

The nine-time French champions said on Wednesday that they have ended “their collaboration by mutual agreement.”

The heavy loss Sunday at the Parc des Princes restored defending champion PSG’s two-point lead over Lens after 21 rounds, with Marseille in fourth place after the humiliating defeat.

De Zerbi's exit followed another embarrassing 3-0 loss at Club Brugge two weeks ago that resulted in Marseille exiting the Champions League.

De Zerbi, who had apologized to Marseille fans after the loss against bitter rival PSG, joined Marseille in 2024 after two seasons in charge at Brighton. After tightening things up tactically in Marseille during his first season, his recent choices had left many observers puzzled.

“Following consultations involving all stakeholders in the club’s leadership — the owner, president, director of football and head coach — it was decided to opt for a change at the head of the first team,” Marseille said. “This was a collective and difficult decision, taken after thorough consideration, in the best interests of the club and in order to address the sporting challenges of the end of the season.”

De Zerbi led Marseille to a second-place finish last season. Marseille did not immediately announce a replacement for De Zerbi ahead of Saturday's league match against Strasbourg.

Since American owner Frank McCourt bought Marseille in 2016, the former powerhouse of French soccer has failed to find any form of stability, with a succession of coaches and crises that sometimes turned violent.

Marseille dominated domestic soccer in the late 1980s and early 1990s. It was the only French team to win the Champions League before PSG claimed the trophy last year. It hasn’t won its own league title since 2010.

Sports

Olympic Fans Hunt for Plushies of Mascots Milo and Tina as They Fly off Shelves 

Fans take selfies with the Olympic mascot Tina at the finish area of an alpine ski, slalom portion of a women's team combined race, at the 2026 Winter Olympics, in Cortina d'Ampezzo, Italy, Tuesday, Feb. 10, 2026. (AP)
Fans take selfies with the Olympic mascot Tina at the finish area of an alpine ski, slalom portion of a women's team combined race, at the 2026 Winter Olympics, in Cortina d'Ampezzo, Italy, Tuesday, Feb. 10, 2026. (AP)
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Olympic Fans Hunt for Plushies of Mascots Milo and Tina as They Fly off Shelves 

Fans take selfies with the Olympic mascot Tina at the finish area of an alpine ski, slalom portion of a women's team combined race, at the 2026 Winter Olympics, in Cortina d'Ampezzo, Italy, Tuesday, Feb. 10, 2026. (AP)
Fans take selfies with the Olympic mascot Tina at the finish area of an alpine ski, slalom portion of a women's team combined race, at the 2026 Winter Olympics, in Cortina d'Ampezzo, Italy, Tuesday, Feb. 10, 2026. (AP)

For fans of the Milan Cortina Olympic mascots, the eponymous Milo and Tina, it's been nearly impossible to find a plush toy of the stoat siblings in Milan and Cortina d’Ampezzo.

Many of the official Olympics stores in the host cities are already sold out, less than a week into the Winter Games.

“I think the only way to get them is to actually win a medal,” Julia Peeler joked Tuesday in central Milan, where Tina and Milo characters posed for photos with fans.

The 38-year-old from South Carolina is on the hunt for the plushies for her niece. She's already bought some mascot pins, but she won't wear them on her lanyard. Peeler wants to avoid anyone trying to swap for them in a pin trade, a popular Olympic pastime.

Tina, short for Cortina, is the lighter-colored stoat and represents the Olympic Winter Games. Her younger brother Milo, short for Milano, is the face of the Paralympic Winter Games.

Milo was born without one paw but learned to use his tail and turn his difference into a strength, according to the Olympics website. A stoat is a small mustelid, like a weasel or an otter.

The animals adorn merchandise ranging from coffee mugs to T-shirts, but the plush toys are the most popular.

They're priced from 18 to 58 euros (about $21 to $69) and many of the major official stores in Milan, including the largest one at the iconic Duomo Cathedral, and Cortina have been cleaned out. They appeared to be sold out online Tuesday night.

Winning athletes are gifted the plush toys when they receive their gold, silver and bronze medals atop the podium.

Broadcast system engineer Jennifer Suarez got lucky Tuesday at the media center in Milan. She's been collecting mascot toys since the 2010 Vancouver Games and has been asking shops when they would restock.

“We were lucky we were just in time,” she said, clutching a tiny Tina. “They are gone right now.”

Friends Michelle Chen and Brenda Zhang were among the dozens of fans Tuesday who took photos with the characters at the fan zone in central Milan.

“They’re just so lovable and they’re always super excited at the Games, they are cheering on the crowd,” Chen, 29, said after they snapped their shots. “We just are so excited to meet them.”

The San Franciscan women are in Milan for the Olympics and their friend who is “obsessed” with the stoats asked for a plush Tina as a gift.

“They’re just so cute, and stoats are such a unique animal to be the Olympic mascot,” Zhang, 28, said.

Annie-Laurie Atkins, Peeler's friend, loves that Milo is the mascot for Paralympians.

“The Paralympics are really special to me,” she said Tuesday. “I have a lot of friends that are disabled and so having a character that also represents that is just incredible.”