Sports
Fenerbahçe enter new era with Chobani’s global sponsorship deal
Fenerbahçe have entered a new era with a historic sponsorship deal that not only renames their iconic stadium but redefines their place in the global football landscape.
In a landmark agreement with U.S.-based food company Chobani, Fenerbahçe have signed a 5+5-year contract for stadium naming rights and a parallel 2+3-year kit sponsorship for European matches.
The deal will see the club earn 10 million euros ($15 million) annually for the stadium rights, with additional income from jersey sponsorships tied to its performance in European competitions.
High-profile ceremony
The partnership was officially announced at a high-profile press conference held at the newly renamed Chobani Stadium.
Club president Ali Koç, secretary general Burak Çağlan Kızılhan, Chobani founder and CEO Hamdi Ulukaya, CFO Tarkan Gürkan and other senior officials gathered to unveil what they described as a transformative step in Fenerbahçe’s journey to becoming a global sports brand.
“Value to Turkish sport”
Kızılhan opened the proceedings by expressing gratitude to Ülker, the previous stadium sponsor for over a decade.
He called the new partnership one of the most significant in Fenerbahçe’s history and highlighted the club’s lengthy search for a global partner that shared its values and ambitions. After months of negotiations, he said, the club found that partner in Chobani, one of the fastest-growing food brands in the world.
“This is not just a deal for Fenerbahçe,” Kızılhan said. “It is a partnership that adds value to Turkish sport. Hamdi Ulukaya is a name that built something from nothing in America, a true entrepreneur who never forgot his roots and never turned his back on this country.”
“Shared dream”
President Ali Koç followed with a powerful address, describing the agreement as the most valuable sponsorship in Turkish football history and among the highest of its kind in Europe.
He noted that this is only the second time the club has entered into a naming rights deal, emphasizing that such moves are still relatively rare on the continent.
Koç praised Ulukaya’s devotion to Fenerbahçe, calling him a lifelong supporter whose involvement gave the partnership a deeper significance.
“This isn’t just a sponsorship. This is a commitment to a shared dream,” Koç said. “We’re not just changing the name of a stadium. We’re underlining our determination to grow as a club that commands global attention. Fenerbahçe are taking measured steps toward becoming a world-renowned brand.”
Transfer questions and financial independence
When asked whether Chobani would be involved in player transfers, Koç dismissed the need, saying Ulukaya had already gone above and beyond expectations and hadn’t even negotiated terms. He left the door open for a surprise, adding, “Even today, something could happen.”
Koç also used the moment to underline the club’s improved financial position, revealing that Fenerbahçe have paid nearly 133 million euros in interest since the beginning of their debt restructuring program and that financial independence was now within reach. He said partnerships like the one with Chobani could pave the way for more international collaborations.
“This is personal”
Hamdi Ulukaya, who emigrated from Türkiye to the U.S. at 22 with little more than a suitcase and a dream, said becoming a sponsor of the club he grew up loving was deeply personal. He recounted leaving home that morning with his wife, pausing for a photo and remarking, “There could be no better day than this.”
“If Ali Koç hadn’t called, if he hadn’t convinced us, we wouldn’t be here today,” Ulukaya said. “This is not just about naming a stadium or putting a logo on a jersey. This is a long-term commitment. We’re not just Fenerbahçe’s sponsor. We’re their partner.”
Broader impact in Türkiye
He pledged one million dollars annually to support the education of children – especially girls – in Türkiye’s earthquake-affected regions and said that Chobani’s presence in the country would extend beyond sport.
Plans are already in motion to launch Chobani’s operations in Türkiye, and Ulukaya expressed confidence that the partnership would set an example for other global companies to invest locally.
“There’s no better time to invest in Türkiye,” he said. “No country in the world offers this much opportunity, even amidst all the challenges. Fenerbahçe are Türkiye’s gateway to the world. If Fenerbahçe succeed in Europe, everyone will talk about them, and the whole ecosystem benefits.”
He also revealed plans to finalize a similar sponsorship deal in the United States within the next two months, ahead of the 2026 FIFA World Cup, which the U.S. will co-host.
Ulukaya said that if Fenerbahçe’s brand value continues to rise, Chobani will meet any future sponsorship valuation – or help secure another brand that can.
Ülker’s continued commitment
While the sponsorship marks the end of Ülker’s naming rights at the stadium, the company announced it would continue supporting Fenerbahçe across multiple fronts.
Ülker will remain the kit sponsor for the club’s football team under its “Halley” brand and maintain its branding within the stadium.
It will also continue sponsoring the club’s men’s and women’s basketball teams at the Ülker Sports and Event Hall, opened in 2012 in Ataşehir.
Türkiye is expanding its zero-waste and sustainability efforts across the sports sector through a new partnership between the Turkish Olympic Committee and the Zero Waste Foundation.
The Turkish Olympic Committee (TMOK) and the Zero Waste Foundation signed a cooperation protocol aimed at promoting zero-waste practices and environmental sustainability throughout the sports community and the Olympic movement.
The agreement was signed by Samed Ağırbaş, president of the Zero Waste Foundation and COP31 High-Level Climate Champion, and Prof. Dr. Veli Ozan Çakır, president of TMOK, during a ceremony hosted by the foundation.
The partnership builds on the global expansion of the Zero Waste movement, which was launched in Türkiye under the leadership of Emine Erdoğan, founder of the Zero Waste Movement, chair of the United Nations Advisory Board of Eminent Persons on Zero Waste and honorary president of the Zero Waste Foundation.
Using sport to promote sustainability
Ağırbaş said the agreement would help take the zero-waste message to wider audiences by using sport’s broad reach and influence.
“We see this cooperation protocol with the Turkish Olympic Committee as an important step toward reaching wider audiences with the zero-waste approach through the power of sport,” Ağırbaş said.
He credited Erdoğan’s leadership with helping the Zero Waste movement develop in Türkiye and grow into a global environmental initiative.
Ağırbaş said sport has a unique ability to influence behavior and habits because of its reach among millions of people.
“Sport is a universal language with the power to reach millions and transform behaviors and habits,” he said.
He added that the goal was not simply to reduce waste at sporting events but to create a broader sports ecosystem built around efficient use of resources, preventing waste and promoting sustainable living.
The initiative will cover the Olympic movement’s various stakeholders, including athletes, coaches, sports administrators, facilities and event organizers.
Athletes as role models
Çakır said the Olympic movement had a responsibility that extended beyond sporting performance and international competition.
He thanked Ağırbaş and Erdoğan for their work to promote environmental awareness and sustainable living, saying sport has a particularly strong influence on young people and their everyday habits.
“We do not see sport solely as sporting performance or success at national and international competitions,” Çakır said. “We also aim to raise our athletes and prospective athletes as exemplary citizens in every sense.”
Çakır said the partnership would help athletes develop greater awareness of sustainability and zero-waste practices and encourage them to set an example for younger generations.
Zero-waste measures at sports facilities
Under the agreement, TMOK and the Zero Waste Foundation will work together to establish and expand zero-waste practices across the sports community.
The partnership will encourage the exchange of knowledge and expertise while developing strategies for sports facilities and events.
TMOK will support measures at the Olympic House and other sports facilities to separate waste at its source, improve recycling, use resources more efficiently and reduce unnecessary consumption.
Sustainability measures will also be incorporated into national and international competitions, training camps and other sporting events.
The partners plan to promote more sustainable consumption habits, prevent waste and increase environmental awareness through communication campaigns and public awareness initiatives.
Education and awareness for athletes and coaches
Sustainability and zero-waste principles will also be incorporated into Olympic education and athlete development programs.
Athletes, coaches and representatives of sports federations will receive training designed to increase their understanding of environmental sustainability and responsible resource use.
The Zero Waste Foundation will support TMOK in organizing educational, communication and awareness programs for athletes, coaches, sports administrators and wider sections of society.
The two organizations also plan to develop and share successful zero-waste practices at national and international sporting events.
Seminars, workshops and awareness events will form part of the cooperation, alongside pilot projects at selected facilities and model sporting events.
The partners aim to establish sports facilities and events as examples of how zero-waste principles can be incorporated into large-scale sporting operations.
Long-term vision for sustainable sports
The two-year protocol is intended to establish a lasting coordination mechanism between TMOK and the Zero Waste Foundation and provide a framework for long-term cooperation on environmental sustainability in sport.
The organizations will collaborate on the planning, implementation and evaluation of joint projects. They will also support one another, when needed, through academic research, data and resource sharing, document exchanges and the development of educational materials.
The broader objective is to position sport as a force for environmental sustainability alongside its traditional roles in physical and social development.
Arsenal begin their Premier League title defense with Mikel Arteta still at the helm, giving them rare continuity after an offseason that has seen a wave of managerial changes reshape English football.
Arteta’s methods remain firmly established at Arsenal after nearly seven years in charge, but their biggest rivals are entering new eras. Manchester City, Liverpool and Chelsea have all appointed new managers, adding another layer of uncertainty to the title race.
In total, a record nine Premier League clubs will start the season with a new permanent manager.
Whether that upheaval clears the path for Arsenal to retain their crown or sets the stage for one of the most unpredictable Premier League seasons in years could become the defining storyline of the campaign.
Arsenal must evolve
For Arsenal, it is a case of “if it’s not broken, don’t fix it” as they seek to prove last season’s first league title in 22 years was the start of something bigger.
Unless your name is Pep Guardiola, however, building a dynasty has proved difficult in the Premier League recently.
Guardiola made winning titles look routine, with six in nine seasons, but the last manager to retain the Premier League crown before him was Alex Ferguson at Manchester United in 2009.
There was a sense that opponents had begun to figure out Arteta’s tactics toward the end of last season, and the Spaniard is only too aware that standing still is not an option.
Rather than sprint across the line in a blaze of glory, Arsenal ground through last season’s title run-in.
It wasn’t pretty, with their reliance on set pieces and hard work taking a toll on the likes of Declan Rice and Bukayo Saka, who looked physically and mentally spent at the World Cup.
Staying ahead of Manchester City was all that mattered last season, though, for the tens of thousands of fans who celebrated on the streets of north London as Arsenal finally shed the nearly-men tag.
“Now we have to show that we belong to this level and we want to increase and take this football club to a different dimension,” Arteta said.
There was surprise when Leandro Trossard, a key part of Arsenal’s title-winning side, was sold to Beşiktaş, although there are high hopes that Greece winger Christos Tzolis, signed from Club Brugge, will bring goals and creativity.
Arteta also predicted that the arrival of midfield warrior Bruno Guimaraes from Newcastle United can help take his team to the next level.
Main title rivals
It is hard to look beyond Manchester City as Arsenal’s chief rivals once again, although much depends on how quickly Enzo Maresca can put his stamp on a squad built by Guardiola but now deprived of several familiar faces.
Guardiola had begun building a new model with the attacking flair of Rayan Cherki, Antoine Semenyo and Jeremy Doku supplying Erling Haaland, but it was prone to misfiring. The hope is that England midfielder Elliot Anderson, signed for a club-record 116 million pounds ($156.6 million), will link it all together.
Liverpool talisman Mo Salah’s departure has left the club seeking a new identity as Andoni Iraola attempts to bring the intelligent football that won so many admirers at Bournemouth to Anfield. Few would bet against the Spaniard succeeding.
Former Liverpool midfielder Xabi Alonso is the latest manager tasked with trying to assemble the Chelsea jigsaw.
The club finished 10th and out of Europe last season after parting company with Maresca and then Liam Rosenior. Challenging for the top four will be the minimum requirement for Alonso as he tries to complete the seemingly never-ending Chelsea rebuild.
Once again, the west London club has spent heavily, with Morgan Rogers arriving from Aston Villa and Maxence Lacroix from Crystal Palace, while veteran Jordan Henderson, signed from Brentford, will be invaluable as an old head in a young squad.
Manchester United finished third last season and returned to the Champions League, so there will be high hopes that Michael Carrick can continue where he left off as he embarks on his first full season in charge.
Manager Unai Emery guided Aston Villa to an outstanding last campaign and, despite the loss of Rogers and Lucas Digne, they should challenge again for a place in the top six.
Who has gone where?
While the appointments of Maresca, Iraola and Alonso dominated the headlines, nearly half the division will start the season under new management.
Germany’s Marco Rose will try to continue Iraola’s work at Bournemouth. Nottingham Forest are relying on Oliver Glasner to bring the magic that delivered two major trophies to Crystal Palace, who themselves will hope Pierre Sage proves a worthy replacement.
Fulham appointed Spaniard Alvaro Arbeloa as Marco Silva’s replacement, promoted Ipswich Town turned to Gary O’Neil after Kieran McKenna’s decision to take a break, and Newcastle United begin the post-Eddie Howe era with Matthias Jaissle in charge.
Surprise packages?
Roberto De Zerbi’s successful rescue mission at Tottenham Hotspur has been rewarded with one of the biggest spending sprees in the club’s history.
Whether the likes of 100 million pounds Italy midfielder Sandro Tonali and Netherlands center-back Jan Paul van Hecke can turn a side that finished 17th in the last two seasons into challengers for Europe remains to be seen.
Of the promoted clubs, Frank Lampard’s Coventry City will be worth watching as they return to the top flight for the first time in 25 years.
Six Arab football federations backed Gianni Infantino on Thursday, giving the FIFA president a show of support as opposition to his leadership grows following the collapse of a controversial private investment plan involving the World Cup.
The federations of Morocco, Qatar, Egypt, Mauritania, Lebanon and Sudan said they had “full support” and “confidence” in Infantino and praised his efforts to expand the global reach of the sport.
“We, the undersigned leaders of our respective football associations, express our full support for Mr. Gianni Infantino, President of FIFA, and reaffirm our confidence in his leadership and continued commitment to the development of football worldwide,” the federations said in a joint statement.
The statement also praised Infantino for advancing football in different regions and strengthening its role in bringing communities together.
The endorsement came as Infantino faces his most serious challenge to his leadership since becoming FIFA president in 2016. He is seeking a fourth term at next year’s FIFA Congress in Morocco and had appeared certain to win re-election unopposed before the dispute over the investment proposal triggered a backlash across several confederations.
Four of the six Arab federation presidents who signed the statement are members of the FIFA Council: Qatar’s Sheikh Hamad bin Khalifa Al Thani, Egypt’s Hany Abo Rida, Morocco’s Fouzi Lekjaa and Mauritania’s Ahmed Yahya. The other signatories were Lebanese Football Association president Hashem Haidar and Sudan Football Association president Moatasem Gafar.
Morocco will co-host the 2030 World Cup, while Qatar staged the 2022 tournament.
The latest support contrasts sharply with the growing opposition from several of FIFA’s regional confederations.
UEFA, the Asian Football Confederation and CONCACAF, which represents North and Central America and the Caribbean, have called for greater scrutiny of Infantino’s leadership after FIFA withdrew its plan to bring private investment into the commercial rights of its competitions.
The proposal, known as FIFA Forward Enterprise, would have involved selling a 20% stake in World Cup commercial rights to private investors. FIFA had estimated that the plan could raise about $4.2 billion.
The proposal also included a $20 million payment to each member association during the next funding cycle, with that amount potentially doubling for federations that agreed to participate.
The plan was withdrawn after widespread criticism, including an open letter from UEFA, the AFC and CONCACAF that described the proposal as a “fundamental breach of trust” and accused FIFA of “deception.”
FIFA subsequently apologized to its 211 member associations for the way the proposal had been handled and said its leadership retained full support for Infantino.
But the fallout has continued.
The Football Association of Ireland said Thursday it had withdrawn its support for Infantino’s re-election, citing concerns over governance, transparency and the lack of meaningful consultation.
England and Wales had already withdrawn their backing, while Northern Ireland said it supported UEFA’s position.
New Zealand Football became the latest national federation to break ranks with its regional confederation, announcing Friday that it had withdrawn its support for Infantino and was calling for an independent review of the abandoned investment plan.
“We’ve called for an independent review specifically because what we don’t want to see is a sort of in-house quick washover of this,” New Zealand Football chief executive Andrew Pragnell told Reuters.
“An independent review is something else that has been called for by other confederations that will help restore some of the trust.”
New Zealand, the only Oceania Football Confederation member to qualify for this year’s World Cup, said the review should examine how the investment proposal was developed, who was involved and how decisions were overseen.
Pragnell also said the review should examine the proposed involvement of Thrive Capital, a U.S. investment firm with family ties to President Donald Trump, in the venture.
“I think the scope needs to be considered really carefully, but what’s most important is that all confederations should agree on the scope, and it needs to get underway with urgency,” Pragnell said.
The Oceania Football Confederation, however, stopped short of criticizing Infantino personally.
The OFC welcomed FIFA’s decision to abandon the proposal and said the organization should use the review to identify any changes needed while recognizing what it described as significant progress in developing football across the region during Infantino’s tenure.
The split highlights the increasingly complicated battle for support ahead of the FIFA presidential election.
The three confederations opposing or questioning Infantino represent 136 of FIFA’s 211 member associations, giving them significant influence over the March election. At the same time, Infantino retains powerful allies.
The Confederation of African Football’s executive committee unanimously reaffirmed its support for him, although that decision does not guarantee that all 54 African federations will vote as a bloc.
Several Arab federations have also continued to publicly back the FIFA president, while Infantino’s official Instagram account has previously featured letters of support from Morocco, Qatar and the United Arab Emirates.
Qatar and Lebanon’s latest endorsement puts them at odds with the AFC, whose leadership has joined UEFA and CONCACAF in demanding greater scrutiny of FIFA’s handling of the investment proposal.
Australia, another AFC member, has also called for an independent review without publicly taking a position on whether Infantino should remain FIFA president.
FIFA has set Nov. 18 as the deadline for candidates to enter the presidential race.
Infantino, who succeeded Sepp Blatter in 2016, has been widely expected to secure a fourth term. The growing number of federations withdrawing their support, however, has transformed what once appeared to be a routine re-election campaign into an increasingly contested fight over FIFA’s leadership, governance and financial direction.
Serbian international Dusan Vlahovic signed a three-year deal with Turkish club Beşiktaş Thursday, after an injury-marred final year in Italy with Juventus.
The 26-year-old forward, whose contract with the Serie A giants expired this summer, will earn 7.5 million euros ($8.6 million) per season in Istanbul, Beşiktaş said in a statement.
The 41-times capped player was greeted by a crowd of supporters as he touched down in Istanbul on Wednesday night.
“We want to be champions,” the Serb declared on his arrival.
In Türkiye, he will play alongside Belgian forward Leandro Trossard, who joined from Arsenal in mid-July.
Vlahovic began his professional career with Serbian club Partizan before moving to Italian Serie A side Fiorentina in 2018.
He scored 49 goals in 108 appearances across all competitions for Fiorentina before joining Juventus in the summer of 2022. He scored 68 goals in 168 matches for the Turin club.
However, Serie A’s second-highest scorer in the 2023-2024 season with 16 goals subsequently fell down the pecking order of strikers.
After returning last April from a long layoff due to a thigh injury, the Serbian suffered a calf problem, finishing the league season with just seven goals to his name.
Last crowned Turkish champions in 2021, Beşiktaş have since struggled to compete with Galatasaray and Fenerbahçe, the city’s other two major clubs.
Beşiktaş advanced to the UEFA Europa League playoff round after defeating Czech side Hradec Kralove in the third qualifying round tie on Thursday.
The Black Eagles, who had won the first leg 1-0 away, sealed qualification with another 1-0 victory at Tüpraş Stadium.
The match’s only goal came from Czech forward Vaclav Cerny.
The result also guarantees Beşiktaş a place in European competition for the 2026-27 season.
If they win their playoff tie, they will qualify for the Europa League league phase. If they are eliminated, they will enter the UEFA Conference League league phase instead.
New signing Leandro Trossard made his Beşiktaş debut after coming on as a substitute in the 66th minute. He joined the club from Arsenal in mid-July.
Another major transfer, Serbian international Dusan Vlahovic, watched the game from the stands.
The 26-year-old forward, whose contract with the Serie A giants Juventus expired this summer, signed a three-year deal with Beşiktaş on Thursday.
Beşiktaş will face Lithuanian club Kauno Zalgiris in the Europa League playoff round.
Xavi Hernandez has been appointed coach of the Netherlands, taking charge of the Dutch national team on a four-year contract that will run through the 2030 World Cup.
The former Barcelona midfielder and coach succeeds Ronald Koeman, who resigned after the Netherlands were eliminated by Morocco on penalties in the round of 32 at the 2026 World Cup. The Dutch lost 3-2 in the shootout after a 1-1 draw in Guadalupe, Mexico, marking their earliest exit in 12 World Cup appearances.
Xavi, 46, will oversee the Netherlands through the 2028 European Championship and the 2030 World Cup. His first match is scheduled for Sept. 24, when the Dutch face Germany in the Nations League at the Johan Cruyff Arena in Amsterdam.
The appointment gives Xavi an opportunity to apply the football philosophy that defined much of his playing career to a national team with a long history of possession-based, attacking football.
“As someone who received his training at the Barcelona academy, with strong influences from Johan Cruyff and Rinus Michels, among others, I feel a special connection to Dutch football,” Xavi said.
“You could say that I am a bit of a son of Dutch football.”
Xavi said Dutch football’s emphasis on possession, creativity and attacking play closely matches his own approach.
“The Netherlands has a rich football culture and a clear vision that also appeals to me enormously: attacking football, based on possession, with creativity, passion, and conviction,” he said.
“Of course, the most important goal is and always will be to win, but I prefer to do so in a way that reflects those characteristics and that people can enjoy.”
Xavi’s appointment also carries a strong historical connection. He was heavily influenced by Dutch football during his development at Barcelona, where coaches such as Louis van Gaal and Frank Rijkaard helped shape his understanding of the game.
He also played a major role in one of the Netherlands’ most painful defeats. Xavi was in Spain’s midfield when the Dutch lost 1-0 after extra time in the 2010 World Cup final in Johannesburg, South Africa. He later helped Spain win the European Championship in 2012, adding to the continental title he won in 2008.
His club career with Barcelona was equally decorated. Xavi won eight La Liga titles and four Champions League trophies and made 767 appearances for the Catalan club, second only to Lionel Messi.
For much of that era, he formed one of football’s most celebrated midfield partnerships with Andres Iniesta and Sergio Busquets.
His coaching career has been considerably shorter.
Xavi’s first senior coaching job came at Al-Sadd in Qatar, where he spent two years before returning to Barcelona in November 2021. He guided Barcelona to the 2022-23 La Liga title but left the club in 2024 and has not held a head coaching position since.
Now, he inherits a Netherlands team trying to overcome a familiar problem: coming close without winning the biggest prizes.
The Dutch have reached three World Cup finals but lost each time, the most World Cup final defeats by a nation that has never won the tournament. Their only major international trophy remains the 1988 European Championship.
Netherlands football director Nigel de Jong believes Xavi’s playing and coaching background makes him a natural fit for the job.
“As a player alone, Xavi has experienced and won everything, with a World Cup, multiple national titles, and Champions League titles to his name,” de Jong said.
De Jong also pointed to Xavi’s education under coaches whose football philosophy closely resembles the Netherlands’ traditional style.
“As a coach, he has been shaped by years of working with top coaches who espouse a football vision that aligns very well with the way we want to play with the Dutch national team,” de Jong said. “Taking initiative, dominant and attractive football, combined with the flexibility that modern elite football demands.”
Xavi now has the chance to bring those principles to a national team that has often been associated with attractive football but has struggled to turn that style into major international success.
As a player, he was part of the Spain team that transformed from perennial underachievers into one of the dominant sides of his generation, winning three consecutive major international tournaments between 2008 and 2012.
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