Alessio Santosuosso, Giulia Carnevale
May 26, 2025
Key people and transactions shaping the Sports industry
Welcome to our May 26, 2025 edition of the TOP 5 Sports Business News, according to CUBOPRO - your premier source for the latest developments in the sports industry. As we navigate the ever-evolving landscape of sports business, we are committed to providing you with short while insightful analysis of the most impactful events shaping our sector.
Here are the TOP 5 news of the past week according to us:
1. Nike Returns to Amazon After Six-Year Absence
Nike has confirmed it will resume selling its products directly on Amazon in the U.S. for the first time since 2019, ending a six-year absence from the e-commerce giant’s platform.
This move is part of Nike’s renewed strategy to reach consumers “wherever and however they choose to shop,” alongside new digital and physical retail partnerships.
Nike also announced price increases on select adult products, with some items rising by $2 to $10 starting June 1, 2025.
Amazon will begin sourcing a wider range of Nike products directly, while some independent sellers will be phased out.
2. Disney+ Secures Five-Year Pan-European Rights to UEFA Women’s Champions League
Disney+ has signed a five-year deal to become the exclusive home of the UEFA Women’s Champions League across Europe from the 2025/26 to 2029/30 seasons.
All 75 matches per season—including the new 18-team league phase—will be streamed live at no extra cost to subscribers.
Production will be handled by ESPN, with multilingual commentary and comprehensive pre- and post-match coverage.
This agreement marks Disney’s most significant sports streaming move in Europe to date and underscores its commitment to women’s football.
3. Strava Hits $2 Billion Valuation as Fitness App’s Growth Accelerates
Strava, the popular fitness tracking app, has reached a valuation of more than $2 billion following its latest funding round, according to the company.
Strava continues to expand its global user base and product offerings, including personalized training plans and integration with leading wearable devices.
The company’s leadership highlighted this milestone as a reflection of the “incredible momentum” in digital fitness and community-driven platforms.
4. FIFA Plans Dynamic Pricing for 2026 World Cup Tickets
FIFA has announced that ticket sales for the 2026 Men’s World Cup, jointly hosted by the U.S., Canada, and Mexico, will utilize a dynamic pricing model, where prices will fluctuate based on demand.
Hospitality packages are already on sale, starting at $3,500 and reaching up to $73,200 per person.
General ticket sales are expected to begin in Q3 2025 via FIFA’s official platform.
FIFA’s revenue target for the 2026 World Cup cycle is $13 billion, up from $7.6 billion in the previous cycle.
5. Saudi Arabia’s PIF Opens Paris Office to Deepen European Investment
Saudi Arabia’s Public Investment Fund (PIF) has officially opened a new subsidiary office in Paris, its second in Europe after London.
The Paris office, inaugurated during the “Choose France” summit and attended by French President Emmanuel Macron and PIF Governor Yasir Al-Rumayyan, will serve as a hub for expanding partnerships and investments across Europe.
Since 2017, PIF has invested $84.7 billion in Europe—including $8.6 billion in France—creating over 29,000 jobs in France alone.
The fund aims to double its European investments to $170 billion by 2030 as part of its Vision 2030 strategy.
These developments represent significant shifts in the sports business ecosystem, each with the potential to create new opportunities and challenges. We encourage our clients to consider the strategic implications of these trends on their portfolios and long-term business strategies.
As always, our team stands ready to provide in-depth analysis and tailored advice to help you navigate these exciting changes in the sports business landscape.
If you have questions or would like to discuss about this issue of the newsletter, please feel free to reach out at connect@cubopro.com.
We thank you for reading today.
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Best,
Team CUBOPRO