For Eject, sports are more than a form of entertainment. To his mind, they are also the answer to the war. He feels that sports could replace the way Cybertronians traditionally settle disputes: with bloody arena combat or a millennia or two of killing each other in mass numbers. He tries to get the other Autobots in on the idea, and envisions one day a Cybertron free of the horrors of war, where arenas are filled with fans cheering a three-point shot rather than a decapitation, where all Transformers are united in being truly READY FOR SOME FOOTBALL!!!

Headmasters starts with Galvatron leading a new batch of Destrons to wage war on Seibertron, the Destron Headmasters. The Cybertrons are rescued by the arrival of the Cybertron Headmasters, led by Fortress (Cerebros, the head of Fortress Maximus). It is revealed that Fortress left Seibertron millions of years ago in search of energy, and have finally managed to come home. He explains that the Headmasters are from a planet called Master; the human-sized robots who live there built themselves Transformers-sized bodies. They can then transform themselves into the heads of the robots, and have now joined the Cybertron-Destron war.
 
(Source: Anime News Network)

A manga about the light-hearted misadventures of the Autobots and Decepticons in a setting strongly resembling the original Generation 1 cartoon for a young audience while also promoting various exclusives aimed at older collectors. The web comic additionally inserts character profiles calling out the specific toy being advertised in each issue. 
 
(Source: TFwiki, edited)

Starting off as 4koma and published online to promote the titular Transformers Legends toyline, with special Bonus Edition (出張版 Shutchōban) chapters of the comic packed with the toys themselves, it Initially showcased the misadventures of the Beast Wars cast re-imagined as adult Transformers fans, before eventually taking a more story-driven approach and attempting to connect all the entries of the Japanese Generation 1 anime and manga continuity into one storyline. 

Heavily marketed towards adult collectors and otaku in the face of the brand's dwindling popularity with children after TakaraTomy's largely unsuccessful first attempt in the mid-2000s, it attempted to change the image of the Transformers franchise, with much more "adult", often ecchi-filled humour and numerous references to fan culture.
 
Ulltimately concluded when TakaraTomy began a brand unification with Hasbro starting with Power of the Primes, deciding to mainly sell Hasbro toys as is with minimal changes to packaging. It was eventually succeeded by the more action-oriented Generations Selects Special Comic promoting Hasbro and TakaraTomy's joint Generations Selects imprint. (Source: TFwiki, edited)