The inaugural 2025 Global Football Industry Awards were held in London last night, celebrating the figures behind the beautiful game’s biggest deals and innovations.
Hosted by former England stars and Liverpool FC teammates Peter Crouch and Jamie Carragher, the ceremony brought together senior representatives from clubs, global brands, agencies, and governing bodies.
Backed by headline partners Panini, WSC Sports, SHEIN, and SportsRadar, the event has quickly become a key date in the football calendar, reflecting the sport’s global reach and commercial clout.
Entain and Adidas were crowned joint winners of the Grassroots Initiative of the Year award, while Skechers claimed the Outstanding Corporate Social Responsibility prize. Rising star Christina Taylor was recognised for her impact on the industry, while the Premier League received the Equality, Diversity & Inclusion Award. Brighton & Hove Albion FC was celebrated for Best Fan Engagement. Other winners included Juventus FC, Ecotricity, Sport Five, DAZN, Sky Bet, AXA, Guinness, PLG, Unique Sports Group, and Iberdrola/ScottishPower, highlighting football’s vast ecosystem.
Peter Crouch, co-hosting the ceremony, said the awards recognised the people who quietly power the global game, both on and off the pitch.
“Football has a remarkable ability to command global attention, yet the people who keep the sport functioning day in, day out are too often overlooked. At the Global Football Industry Awards tonight, those individuals and organisations were finally given the recognition they deserve. These are the innovators and problem-solvers who ensure the game runs smoothly, from community pitches to the international stage. They are, in many ways, the midfield engine room of football.
“The work being celebrated spans the full breadth of the modern game: from sustainability projects that are reshaping how clubs think about their responsibilities, to initiatives creating genuine opportunities for young players; from digital developments changing the way fans connect with their teams, to commercial strategies that allow clubs and brands to continue thriving. These contributions may not always be visible to supporters, but their impact is felt every single day.
“For the first time, an event of this kind has given that work a truly global platform. It serves as an important reminder that football is far more than the ninety minutes we see on the pitch. It is a complex, constantly evolving industry powered by talent, creativity and dedication behind the scenes. Tonight’s awards offer a well-deserved moment of recognition for those driving that progress.”
A particularly poignant moment came when world-renowned agent Jorge Mendes was presented with the Lifetime Achievement Award. Widely regarded as one of the most powerful figures in football, Mendes has steered the careers of global icons including Cristiano Ronaldo and José Mourinho, shaping the modern game in ways few others can claim. His recognition underscored the awards’ mission: to celebrate the influential figures whose work often goes unseen but touches millions of fans worldwide.
Jamie Carragher added that the awards were a crucial step in highlighting football’s broader impact.
“Football has grown into one of the most powerful industries in the world, shaping media, technology, finance, culture, and the communities built around it. But far too often, all the attention goes to what happens on the pitch, while the people and organisations who keep the sport running are left out of sight. That’s why the Global Football Industry Awards matter. They shine a light on the professionals, agencies, clubs, and global brands whose work ensures the game continues to grow.
“This ceremony recognises the innovation, strategic thinking, and social impact that are driving football forward. It highlights those building the partnerships that change how the sport is funded, the platforms transforming the fan experience, and the community projects making football more inclusive and sustainable. These are the people who genuinely move the game on.
“For the first time, they’re getting the platform they deserve. This is about celebrating vision, creativity, and commitment right across the football landscape. It’s more than an awards night – it’s a clear reminder that football isn’t just a match every weekend. It’s a global industry that depends on sharp ideas and serious expertise to keep progressing.”
Carmen Alexander, Event Director of the Global Football Industry Awards, praised the international engagement.
“The response from across the football world has been extraordinary. From global brands to volunteer-led grassroots programmes, every winner contributes to the sport’s future. With the support of Panini, WSC Sports, SHEIN and SportsRadar, we are committed to building this into a global benchmark for excellence in football.”
The Global Football Industry Awards remains the first-ever international ceremony dedicated to recognising the visionaries, innovators, and unsung heroes whose work powers the sport. Preparations are already underway for the 2026 edition, which organisers say will expand international categories to reflect the sport’s continuing global growth.
Full list of winners – Global Football Industry Awards 2025:
- Grassroots Initiative of the Year (Joint Winners): Entain, Adidas
Highly Commended: AO - Outstanding Corporate Social Responsibility Award: Skechers
Highly Commended: Reflo - Football Industry Rising Star Award: Christina Taylor
Highly Commended: Joe McLoughlin - Equality, Diversity & Inclusion Award: Premier League
Highly Commended: Vertu Motors & Birmingham City - Best Breakthrough Business: Destination Sport
Highly Commended: Football Careers - Best Fan Engagement: Brighton & Hove Albion FC
Highly Commended: TikTok - Legal/Professional Services Team of the Year: RPC
Highly Commended: Lawrence Stephens - Sustainable Game Award (Joint Winners): Juventus FC, Ecotricity
Highly Commended: Unilever - Global Football Business of the Year: Sport Five
Highly Commended: Eagle Football Holdings - Best Social Media Campaign: DAZN x TikTok
Highly Commended: Tottenham Hotspur FC - Agency of the Year (Joint Winners): PLG, Unique Sports Group
Highly Commended: Agency CMG - Broadcast or Media Team of the Year: DAZN
Highly Commended: Sky Sports - Sponsorship or Partnership of the Year: Guinness x The Premier League
Highly Commended: Hill Dickinson & Everton Football Club - Game-Changer Award: Sharon Brittan
Highly Commended: Paul Barber OBE - Football Industry Leader: Michael Williamson
Highly Commended: Gary Hughes - Best Marketing Campaign: Sky Bet
Highly Commended: Persil - Women’s Football Impact Award: Iberdrola / ScottishPower
Highly Commended: SHEIN - Brand of the Year: AXA
Highly Commended: Visa - Corporate Football Trailblazer: Liesel Jolly, VISA
Highly Commended: Ellie Cross, Starling Bank - Lifetime Achievement Award: Jorge Mendes
- Inspirational Role Model: Anna Deignan
- Inspirational Global Football Business: Gestifute
- Women’s Football Investment Award: SHEIN
- Next Generation Award: Tyler Alexander-Arnold
- Outstanding Commitment to Youth Development: Steven Gerrard Academy