Footballco builds US production arm with Starting Eleven deal

Footballco has taken a controlling stake in Starting Eleven, marking its first investment in creative and production services as it expands its commercial offering in North America.Financial terms were not disclosed. The Kansas City-based agency will join Footballco’s wider network while strengthening its ability to produce long-form, branded and global football content.Starting Eleven has worked with Footballco on campaigns for clients including Modelo, Kia and E.l.f. Cosmetics. The acquisition formalises that relationship and gives Footballco an established production operation in the US market.The agency’s client base includes FIFA, EA Sports and Major League Soccer, providing Footballco with existing relationships across governing bodies, gaming and domestic competition.Starting Eleven’s work includes the MLS documentary series Breakaway for Apple TV, EA Sports FC cover shoots and campaigns, a DAZN series connected to the 2025 FIFA Club World Cup and the documentary Messi Mania.The agency also supplied more than 100 crew members to FIFA and official partners during the 2026 World Cup, supporting commercial, editorial, social, event and photography production.Its recent work has included four Adidas product campaigns during 2026 and an editorial project featuring United States international Cristian Roldan.The transaction gives Footballco greater control over the production process, allowing the group to combine its media reach, audience data and editorial brands with in-house creative services.That model is intended to create a broader offer for sponsors and rights holders seeking content that can be developed, produced and distributed through the same network.Footballco is led by its flagship Goal brand and says its football and culture portfolio reaches 20 million US fans each month.The company has expanded through a series of acquisitions focused largely on consumer-facing media, including Middle Eastern publisher Koora, football culture brand Mundial and animation channel 442oons.Its women’s football portfolio has also grown through the addition of US brand SoccerGrlProbs, which operates as the American extension of Footballco’s Indivisa platform.Footballco increased its physical presence during the 2026 World Cup through House of Goal, a two-week activation in Brooklyn combining music, fashion, art, gaming and street football.Starting Eleven adds a services business to that audience platform, creating opportunities to sell production, branded content and distribution as an integrated package.The agency will also give Footballco additional capacity to serve global clients seeking to activate around the continued growth of football in the United States.The deal leaves Starting Eleven positioned as Footballco’s production base in North America while giving the wider group a new source of commercial revenue beyond advertising and media partnerships.