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    Luton Learns the Power of Premier League Status

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    Having a team in the world’s richest sports competition might alter how people think of Luton, a place long dogged by a ramshackle image and links to extremism.As the announcement trilled out over Kenilworth Road, the jumble of rusted metal and peeling paint that Luton Town F.C. calls home, the tone started to shift. At the start of the sentence, it was little more than the traditional polite welcome to the stadium for that evening’s visiting team, Manchester City.By the end, though, the voice of the announcer seemed overcome by what sounded a little like awe. Luton, the fans in the stands and the players on the field were reminded, was about to face “the champions of the F.A. Cup, the champions of England and the champions of Europe.” Luton seems to be having a hard time believing the company it now keeps.There is a reason for that. Fifteen years ago, Luton Town had been relegated to the fifth tier of English soccer, a world away from the power and the prestige of the Premier League. There was, for a time, a genuine risk that the club, founded in 1885, several years before the invention of the zipper, might fold altogether. For years afterward, money remained tight, ambitions modest.Now, Luton Town’s horizons are much grander. Last summer, it won an unexpected promotion to the world’s richest, most popular sports league. Three decades after it last played in England’s top division, it could again call Manchester City, Manchester United and the rest its peers.Outside Luton Town’s Kenilworth Road stadium, which offers none of the polished sheen of the homes of many of its Premier League rivals.Andrew Testa for The New York TimesThat meant an immediate transformation in the club’s financial outlook: Playing in the Premier League for a single season is worth around $150 million. More important, the status that came with it gave the town — a place that has long suffered a chronic reputation problem — a global platform on which to change not just how it is perceived by others, but how it thinks of itself.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      FIFA Said to Be Close to TV Deal With Apple for New Tournament

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      The agreement would give the tech company worldwide rights for a monthlong World Cup-style competition between top teams set to take place next year.FIFA, soccer’s global governing body, is close to an agreement with Apple that would give the tech company worldwide television rights for a major new tournament, a monthlong, World Cup-style competition for top teams that will be played for the first time in the United States next summer.The agreement could be announced as soon as this month, according to three people familiar with the matter, who were not authorized to discuss the deal publicly because it has yet to be officially confirmed. It comes after several false starts for a competition championed by FIFA’s president, Gianni Infantino. Plans to hold it in China in 2021 were scuttled because of the pandemic.The value of the deal might be as little as a quarter of the $4 billion FIFA had first estimated, the people said. It is unclear if the deal with Apple will include any free-to-air rights, meaning the entire event could be available only to subscribers of Apple TV+, a factor over which senior executives at FIFA have raised concerns.Should the deal go through, it would be the first time that FIFA, which will stage the first expanded 48-team men’s World Cup in the United States in 2026, has agreed to a single worldwide contract. It would also represent the latest foray into soccer for Apple, which in 2022 signed a 10-year, $2.5 billion agreement for the global streaming rights to Major League Soccer.Streaming services have become increasingly interested in live sports, as they seek to woo more subscribers. Peacock streamed a National Football League playoff game last season and Amazon Prime has been streaming Thursday night N.F.L. games since 2022. Apple also has a deal to stream Major League Baseball games. Netflix focuses more on sports documentaries, though it recently pushed into live “sports-adjacent programming,” including a multibillion deal to stream World Wrestling Entertainment’s flagship weekly wrestling show, “Raw.” It also announced that it would stream a boxing match between the former heavyweight champion Mike Tyson and the social media influencer Jake Paul in July.FIFA was hoping that the tournament, which will feature a mix of successful teams from across the globe, including 12 from Europe, where most of the world’s top talent plays, would create huge demand from broadcasters and commercial partners. But a combination of poor planning and delays prompted broadcasters to balk at the figures FIFA had sought. Sponsors have so far also been reluctant to commit the $150 million that the organization is seeking for sponsorship packages, according to the people.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      A Perpetual Bridesmaid Gets the Crown, and Germany (Mostly) Likes the Look

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      Bayer Leverkusen can win its first Bundesliga title this weekend. For its rivals, the real joy comes in seeing Bayern Munich lose it.Executives at Bayer Leverkusen, the longstanding but habitually middleweight German soccer team, have been fielding the messages since at least February. Some were delivered in person, a quiet blessing after yet another victory. Others came via WhatsApp, unsolicited and unexpected notes from peers and acquaintances and, to their occasional surprise, traditional foes.Soccer, after all, is fiercely tribal. Rivals do not easily offer one another encouragement or congratulations. But as the German league season gathered pace, plenty wanted to laud Leverkusen’s impending achievement: It was, with each victory, getting closer and closer to being crowned national champion for the first time.And, that meant — just as importantly — that Bayern Munich was not.Leverkusen will, this weekend, surge over the line and end a run of Bayern championships that stretches back more than a decade. At least it should: All Leverkusen requires to seal the title is a single victory, which could come as soon as its game against Werder Bremen on Sunday, or for Bayern to lose.The triumph has been a long time coming, in one sense; the club was founded 120 years ago, in 1904, before the city of Leverkusen technically existed. But in another sense it has arrived more swiftly than anyone anticipated.Xabi Alonso, coach of the soccer club Bayer Leverkusen, which could clinch the Bundesliga title with a win on Sunday or a loss by its rival Bayern Munich on Saturday.Tom Weller/DPA, via Associated PressSix months ago, the team’s charismatic coach, Xabi Alonso, 42, said he would countenance the idea that his side might win the championship only if it was still in contention in April. As it is, it might claim the title so early that it cannot celebrate it properly: The season is still in full swing, and Leverkusen has at least two more trophies to chase.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Paris F.C. Set Tickets To $0. Should Others Do the Same?

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      When Paris F.C. made its tickets free, it began an experiment into the connection between fans and teams, and posed a question about the value of big crowds to televised sports.Neither Paris F.C. nor St.-Étienne will have much reason to remember the game fondly. There was, really, precious little to remember at all: no goals, few shots, little drama — a drab, rain-sodden stalemate between the French capital’s third-most successful soccer team and the country’s sleepiest giant.That was on the field. Off it, the 17,000 or so fans in attendance can consider themselves part of a philosophical exercise that might play a role in shaping the future of the world’s most popular sport.Last November, Paris F.C. became home to an unlikely revolution by announcing that it was doing away with ticket prices for the rest of the season. There were a couple of exceptions: a nominal fee for fans supporting the visiting team, and market rates for those using hospitality suites.Everyone else, however, could come to the Stade Charléty — the compact stadium that Paris F.C. rents from the city government — free.In doing so, the club began what amounts to a live-action experiment examining some of the most profound issues affecting sports in the digital age: the relationship between cost and value; the connection between fans and their local teams; and, most important, what it is to attend an event at a time when sports are just another arm of the entertainment industry.When Paris F.C. made its tickets free in November, it did so with a few exceptions: fans supporting the visiting team and those using hospitality suites still have to pay.Dmitry Kostyukov for The New York TimesWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      How European Soccer Made Peace With Fasting During Ramadan

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      In competitions like the Premier League, Muslim pros who once faced pressure to avoid daily fasts during the monthlong holiday now benefit from custom diets and in-game breaks.Youseff Chippo had a secret.A few months into his life as a soccer pro in Europe, Chippo, a Moroccan midfielder, was pushing to prove himself and didn’t want to do anything that might hurt his chances of success. That included revealing he was fasting for Ramadan, a normal practice for the world’s billion Muslims but not in the locker room of Portugal’s F.C. Porto in the winter of 1997.The team’s double practice sessions — morning and afternoon — were arduous. Taking part while going without food and water from sunup to sundown made things harder. Eventually, after enduring days of dizziness and headaches in silence, Chippo came clean, and the club quickly put together a plan to preserve his energy and his health.For decades, though, other Muslim players found teams to be less accommodating, at least officially. So in a sport where continuous play and a lack of substitutions offer little opportunity for a mid-game trip to the bench, those players have long relied instead on resourcefulness and improvised solutions to break their fasts: teammates who faked or embellished injuries just after sundown to buy a moment for their Muslim colleagues to rush to the sideline; a few dates or a sugary drink slipped into a hand by a staff member at the appointed hour; trainers rushing out to attend to an injured knee carrying a kit curiously well-stocked with bananas.But more recently, soccer, which once saw fasting by Muslim players as something to be discouraged or criticized, is actively changing its ways. In a shift that reflects both the increasing prevalence and the soaring value of soccer’s Muslim stars, some of the world’s richest leagues and teams — with one notable exception — have moved to fully embrace Ramadan fasts.In Europe, that means many Muslim players now benefit from bespoke nutrition plans before and during the monthlong holiday; fast-friendly practice schedules; and even league-approved stoppages in play that let them break their fasts on the field during matches.Tunisia players eating dates during a match against Turkey in 2018. The team’s coach at the time, Nabil Maâloul, center, said he had asked his goalkeeper to simulate an injury to pause the game.Fabrice Coffrini/Agence France-Presse — Getty ImagesWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Where’s the Next Generation of Great Coaches?

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      Twenty years, it would appear, is a very long time indeed. This week, a brief video montage fluttered through the flotsam and jetsam that clog my (and your) social media feeds — the engagement-farming banalities, the craven attention-seekers, the willfully deranged Kate Middleton theories — to celebrate the glorious madness of 2004.That was the year, after all, when Greece won the European Championship, a triumph so unexpected that at least one squad member had to rearrange his wedding around the team’s progress. The Greek triumph came a few weeks after Porto, led by a charismatic young coach with hair more pepper than salt, lifted the Champions League trophy.That was after Werder Bremen finished the season as champion of Germany and Valencia secured its second Spanish title in three years. Whoever compiled the video did not even need to mention the victory by a Colombian minnow, Once Caldas, in the Copa Libertadores to declare that 2004 had been a year for the underdog.The compilation clip could, at a push, be used as a sort of generational Rorschach test. It might inspire, in older viewers, that bittersweet pang of nostalgia, the ghost of a memory that this is how things used — and therefore ought — to be. Werder Bremen should be able to win the Bundesliga. Porto should be contenders to be champion of Europe. You might not want to watch Greece win the Euros again, but it was nice that it happened.Younger fans, though, may well interpret it differently. They have grown up in an era of dominance and dynasty, in which the sport’s major teams have established unprecedented primacy over their rivals, and stasis has become the truest marker of excellence. The sight of all of these unfamiliar teams lifting trophies might reinforce their suspicion that soccer is rather better now than it was then.There are two things worth pointing out in rebuttal. The first is that 2004 was an outlier even by the standards of the time. The previous six editions of the Champions League, for example, had been won by Manchester United, Real Madrid, Bayern Munich and A.C. Milan. And the second — albeit obvious only with the benefit of hindsight — is that it was a liminal year.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Liverpool-Manchester City: Rodri Is the Premier League’s Best Player

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      Rodri’s genius is not in making things happen. He is employed by Manchester City, at least in part, to make sure they do not.Pep Guardiola would, in an unguarded moment, probably concede that he has a slight tendency toward hyperbole. With eyes wide and voice breathless, he will sing the praises of some hopelessly overmatched opponent his Manchester City team has just beaten by 6-1, his players’ jerseys untainted by sweat. “Guys,” he will say, “guys, they are so good. So, so good.”Where this reflex comes from is a matter of interpretation. The likeliest explanation is that it is just who Guardiola is: passionate and intense and deeply enthusiastic, still, about his sport. There might be just a dash of noblesse oblige in there, too, a little well-intentioned clemency from soccer’s great conqueror. And it is easy to wonder if Guardiola resents how much of his — and City’s — success is presented as an economic inevitability, and so feels the need to get his rebuttal in first.Whatever the truth, the effect is the same: At times, it can be difficult to be absolutely certain when Guardiola is being sincere and when he is indulging in some light lily-gilding.In the immediate aftermath of Sunday’s Manchester derby, for example, he suggested that Phil Foden might be the “best” player in the Premier League. It is by no means an outrageous claim. Foden, 24, has been outstanding for City this season, the finest campaign of his young career. He has sparkled in a suite of roles, and deserves a considerable portion of the credit for the fact that City did not particularly seem to miss Kevin De Bruyne while he was injured.But at the same time, there is a good chance that Guardiola was exaggerating, just a touch. Not because he does not appreciate Foden’s brilliance, but because he — more than anyone — should be aware that Foden is not even the best player on his team. The best player at Manchester City, and the best player in the Premier League, is Rodri.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Bohemians: The Irish Team Selling Soccer With a Side of Activism

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      The Dublin club Bohemians has made support for social causes a crucial part of its identity. Critics say the hipsters have taken over, but the approach has attracted fans around the world.In the back room of the threadbare offices of the Irish soccer team Bohemians, the printer clunks and chugs and whirs incessantly, spitting out a cascade of shipping labels. Some of the addresses bear the names of nearby Dublin streets. Others are from farther afield: across Ireland, across the Irish Sea, across the Atlantic.Each label will be affixed to a package containing a Bohemians jersey. And these days, the club sells a lot of jerseys.The appeal is not rooted in any of the traditional drivers of soccer’s merchandise market: success, glamour, a beloved star player. Daniel Lambert, the club’s chief operating officer, loves both Bohemians and the League of Ireland, the competition in which it plays, but he is under no illusions about the reality of either. “We’re a small team in a poor league,” he said.Instead, fans are drawn to Bohemians by the jerseys themselves; or, rather, what the jerseys say, both about the team and the customer.Some recent editions have drawn on the cultural iconography of Dublin: the Poolbeg cooling towers; the pattern from the city’s bus seats; the face of Phil Lynott, former frontman of the band Thin Lizzy. Others send a more explicit message: One of this season’s efforts has been designed in the colors of the Palestinian flag. A couple of years ago, another bore the slogan “Refugees Welcome.”In a studiously apolitical sport, where most teams avoid staking out positions except on the safest of ground — and at a time when Ireland is trying to douse the sparks of a flickering culture war — that makes Bohemians an enthusiastic, unabashed outlier: a rare example of a soccer club willing to wear its values on its sleeve, its torso and any other surface it can find.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Premier League Cuts Everton’s Points Deduction

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      The decision means the club will lose six points in the standings, not 10, potentially helping it to stay in the division and to remain financially viable.Everton, a storied English soccer club trying to weather a serious financial storm, secured a modest victory on Monday when a record penalty that had sent it to the bottom of the Premier League standings was reduced on appeal.Everton’s original penalty, a 10-point deduction for financial rules violations, was reduced to six points, lifting its chances of staying in the division — and of retaining access to the tens of millions of dollars in annual revenues that a place in the Premier League brings.The successful appeal immediately lifted Everton to 15th place in the standings and eased the club’s fears of relegation and potential financial ruin. The reprieve, however, might be short-lived.The Premier League in January announced that Everton and Nottingham Forest, another club at risk of relegation, faced additional charges of breaching cost-control regulations. If the teams are found guilty, the new case will almost certainly lead to another points deduction.Everton, a founding member of the Premier League, has in recent years become a symbol for poor management and financial risk-taking. Crippled by expensive contracts and the cost of constructing a new stadium, the club faces debts of about $1 billion and continues to require regular infusions of millions of dollars in external financing to keep its operations running.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More