The Drum Awards Festival - Official Deadline

-d -h -min -sec Media

Goal partners with Soccer Manager 2020 to be the in-game news source


By John McCarthy, Opinion Editor

October 25, 2019 | 3 min read

Dazn-owned football media title Goal has partnered with Soccer Manager 2020 on a deal that makes it the transfer gossip and news vendor inside the game.

Football Manager

Goal integrates with Soccer Manager 2020 to be the player's news source

The appearance of real brands in sports simulation video games helps immerse gamers in the experience, but there's also a benefit to reaching a large gaming audience. It is the reason that the Fifa titles are saturated with brands and ads for example.

In-game managers will receive their football news from the publisher and Goal’s annual awards, the Goal 50 and NxGn awards, will also make it into the game’s calendar and appear across advertising hoardings during matches.

Goal’s marketing manager, Paul Rayment, said: “Our research shows that Soccer Manager performs strongly in a number of key markets for Goal, with average playtime being particularly impressive.

“Having Goal as the in-game news provider is something millions of our fans will be used to seeing in real life, making the in-game activation feel very natural.

An additional awards integration will see the game's best player awarded by Goal.

As part of the agreement, Goal is supporting the launch of Soccer Manager 2020 across its global editions and social channels, which combined with its websites receive 100m engagements a month.

Andy Gore, chief executive of Soccer Manager, said: "We are delighted to team up with Goal for Soccer Manager 2020. It will bring the game to a wider audience of football fans, allowing even more people to enjoy the experience of being a manager. Also, by having Goal provide the game news alerts, Goal 50 and the NxGn awards, it adds authenticity and improves the user experience of the game."

The mobile title will launch on Steam on PCs in December. Media

More from

View all


Industry insights

View all
Add your own content +