Footballco Acquires Controlling Stake in Starting Eleven

Footballco has expanded its North American footprint after acquiring a controlling stake in US-based creative agency Starting Eleven, marking the company's first investment in specialist creative and production services.

Financial terms of the transaction were not disclosed, but the acquisition strengthens Footballco's ability to deliver integrated marketing, branded content and commercial campaigns for clubs, leagues, federations and global brands. Founded in 2019, Starting Eleven has built a reputation for producing premium football content, working with leading rights holders, governing bodies and commercial partners across the United States.

The deal forms part of Footballco's wider growth strategy as it evolves beyond digital publishing into a broader sports media and marketing business. The company already owns a portfolio of football media brands including GOAL, Mundial, INDIVISA, Soccerdonna and FC Player, reaching more than 700 million fans each month across digital platforms.

By bringing creative production capabilities in-house, Footballco aims to offer clients a fully integrated service spanning audience development, content creation, creative strategy and commercial activation. The acquisition also strengthens its position in the rapidly growing North American football market ahead of the 2026 FIFA World Cup, where demand for premium football content and brand engagement is expected to accelerate.

The transaction reflects a broader trend across sports media, where publishers are increasingly acquiring creative agencies and production businesses to diversify revenues, deepen client relationships and move further up the commercial value chain.