How Football Clubs Are Partnering With Streaming & Gaming Platforms
Football clubs today are doing far more than training, playing matches, and selling merchandise. As audiences shift online, clubs are forming deeper partnerships with streaming platforms, gaming brands, and even online casinos to connect with fans and unlock new revenue. These alliances are helping teams reach global audiences, innovate their media output, and stay relevant in a digital-first world.
Borussia Mönchengladbach’s Queen Casino Deal
One example of this shift is Borussia Mönchengladbach’s partnership with Queen Casino. Announced in 2024, the deal focuses on the club’s growing fan base in Asia. Queen Casino, an online platform targeting Japanese and Southeast Asian markets, now features branded content across Mönchengladbach’s Japanese-language channels. This includes tailored videos, promotions, and digital fan experiences.
For other online casinos, sponsorships like this show how aligning with a major football brand can support regional growth and visibility. It also highlights what many platforms aim to offer: thousands of games, fast payouts backed by flexible transaction methods, and generous bonuses, which are features commonly found on gambling sites like this list of the online casinos not on GamStop 2025. The Queen Casino deal reflects how a football club like Borussia Mönchengladbach can help bring those offerings to a broader, global audience.
Borussia Dortmund and Pluto TV
Borussia Dortmund has embraced streaming directly by launching its own FAST (free ad-supported streaming TV) channel in partnership with Pluto TV. The channel offers matchday highlights, interviews, classic games, and even esports content, all available on-demand. This move expands Dortmund’s media presence beyond Germany and gives fans easy access to exclusive content without the need for expensive subscriptions. By tapping into Pluto TV’s existing infrastructure, Dortmund has positioned itself as a digitally accessible global club.
FC Barcelona and Spotify
FC Barcelona’s multi-year deal with Spotify made headlines not just because of the money involved, but because of what it represents. More than a kit sponsor, Spotify is now part of the club’s identity. Together, they have created player playlists, behind-the-scenes content, and music-related campaigns. The partnership also includes naming rights to the stadium, now known as Spotify Camp Nou. It’s an example of how clubs can use cultural platforms to bridge football, music, and storytelling in a way that keeps fans entertained between match days.
Houston Dynamo and Fubo Gaming
In the United States, the Houston Dynamo partnered with Fubo Gaming, linking live sports with interactive gambling features. While Fubo is best known for its sports streaming service, its gaming division has begun integrating betting and fan engagement tools directly into the platform. For Dynamo, this means increased visibility across Fubo’s ecosystem, plus the potential to explore in-game betting and exclusive content. The collaboration reflects a growing trend in North America where sports viewing, betting, and interactive media are merging into a single fan experience.
The FA and Xbox
England’s Football Association signed a multi-year partnership with Xbox that includes both the senior men’s and women’s national teams. The deal goes beyond simple sponsorship. Xbox has worked with the FA to host grassroots gaming tournaments, produce content that merges football and gaming, and promote inclusive campaigns. The collaboration shows how gaming platforms can support real-world football development while also tapping into digital audiences with a passion for both gaming and the sport.
FIFA, DAZN and the Club World Cup
FIFA’s global partnership with DAZN, signed in 2025, marks a significant turning point for the Club World Cup. For the first time, the entire competition will be hosted on a dedicated streaming platform. DAZN won exclusive rights to broadcast live matches, as well as produce behind-the-scenes content through the FIFA+ brand. This partnership ensures fans can access content from anywhere, on any device, and represents a move away from traditional pay-TV models. The Club World Cup now acts as both a tournament and a streaming showcase, offering year-round value to fans and sponsors alike.
Conclusion
Football clubs are now digital media brands with global reach. From Borussia Mönchengladbach’s Queen Casino deal in Asia to Barcelona’s Spotify tie-in and the FA’s partnership with Xbox, clubs are expanding through streaming and gaming. These partnerships boost fan engagement, open new revenue channels, and reflect how modern football thrives both on and off the pitch.
