Alessio Santosuosso, Giulia Carnevale
Oct 20, 2025
Key people and transactions shaping the Sports industry
What Last Week Meant
Last week revealed how sports are rapidly evolving through digital fan engagement, tech-infused merchandise, rising investment in women’s leagues, and music-driven sponsorships.
From F1 and football to volleyball and pop culture, major moves are reshaping how fans, sponsors, and platforms interact with sport.
Top Trends
Streaming giants chasing premium rights
Gamified, tech-enabled apparel launches
Women’s sports attracting major investors
Music and pop culture driving kit appeal
Sponsorships growing in size and creativity
1️⃣ Apple Secures Exclusive F1 U.S. Broadcast Rights – $750M+ Deal
What happened: Apple TV will stream all Formula 1 races in the U.S. starting 2026, replacing ESPN in a five-year deal worth over $750M. Subscribers get F1 TV Premium access at no extra cost.
Why it mattered: This marks a major shift to streaming, doubling previous fees and boosting F1’s U.S. presence. Apple’s ecosystem will amplify content across News, Music, and Fitness+, setting a new standard for digital sports rights.
→ If you manage global sports media or rights:
Explore exclusive streaming packages for top-tier properties
Build integrated content strategies across league, brand, and platform
Design fan experiences that span broadcast, social, and app environments
→ If you work in sports streaming or broadcast:
Prepare for rising competition and rights costs
Differentiate with layered media (analysis, gamified stats, social)
Address accessibility challenges as sports shift from cable to streaming
What’s next: Expect more elite sports to move key rights to streaming platforms, with bundled digital content and fan-first experiences.
2️⃣ Man City, PUMA & EA Sports Launch NFC-Enabled Kit
What happened: Manchester City unveiled a forest green fourth kit with an NFC chip in the badge. Fans can tap it to unlock exclusive content and EA SPORTS FC 26 rewards.
Why it mattered: This merges gaming, apparel, and live sport into one interactive experience. It’s a blueprint for how clubs can engage Gen Z through tech-enhanced merchandise.
→ If you manage sports tech partnerships or merchandise:
Invest in products that unlock digital fan experiences
Use embedded tech (NFC, QR) to create hybrid merchandise
Integrate app and in-game rewards into product launches
→ If you work in gaming, esports, or digital activations:
Collaborate with clubs for cross-promotion and fan engagement
Design digital rewards triggered by real-world purchases
Experiment with new formats for loyalty and fan perks
What’s next: Expect more hybrid products that blend physical and digital value, driving new revenue and loyalty.
3️⃣ Alexis Ohanian Invests in LA Volleyball Team
What happened: Reddit co-founder Alexis Ohanian and Seven Seven Six are backing a new League One Volleyball team in LA, launching in 2027. It’s part of a youth-to-pro ecosystem connecting grassroots clubs with pro franchises.
Why it mattered: LOVB’s model is redefining women’s sports through vertical integration and community engagement. Ohanian’s involvement signals rising investor interest and commercial momentum.
→ If you manage investments or grassroots sports:
Target youth ecosystems that bridge development and pro levels
Build teams in talent-rich markets with proven pipelines
Leverage celebrity backing to boost visibility and ROI
→ If you work in women’s sports or club management:
Integrate youth and pro operations to maximize talent flow
Use franchise ownership to attract local stakeholders
Amplify leagues through community and digital-first marketing
What’s next: Youth pipelines and integrated operations will be key to scalable, profitable growth in women’s sports.
4️⃣ AC Milan Renews Emirates Shirt Deal – €30M/Year
What happened: AC Milan extended its shirt sponsorship with Emirates through 2028, worth €30M annually — the highest in Serie A history.
Why it mattered: This underscores football’s reliance on global airline sponsors and Milan’s commercial resurgence. The shirt remains a powerful platform for international brand reach.
→ If you manage global sponsorships or club revenues:
Build multi-year brand partnerships anchored in premium assets
Structure deals with global activation and digital enhancements
Use performance to renegotiate and elevate existing contracts
→ If you work in hospitality, travel, or lifestyle brands:
Leverage club partnerships for global recognition
Activate sponsorships with content, hospitality, and influencer events
Use high-visibility assets for loyalty, data, and tourism integration
What’s next: Expect long-term shirt deals with global brands to remain central to club marketing and revenue strategies.
5️⃣ Ed Sheeran to Feature on Barcelona Kit for El Clásico
What happened: FC Barcelona and Spotify announced that Ed Sheeran will be the first male solo artist featured on the club’s jersey for the 2025 El Clásico. His name and album icon will appear on limited-edition kits for both men’s and women’s matches.
Why it mattered: This music-sport crossover turns the jersey into a global marketing platform. It builds emotional fan connections and drives viral buzz, showing how pop culture can amplify football’s reach and commercial value.
→ If you manage football sponsorships or music partnerships:
Tie football events to star artists for global exposure
Launch limited-edition merchandise with music/streaming partners
Blend sport, music, and pop culture for collector campaigns
→ If you work in fan engagement or branded content:
Use music icons to reach new fan segments
Launch multi-channel campaigns across digital, broadcast, and matchday
Drive demand and buzz through exclusivity and scarcity
What’s next: Expect more artist-club collaborations around major matches, blending exclusivity, fandom, and collector appeal.
What to Watch This Week
Streaming Rights Expansion: Apple’s F1 deal may trigger new bids across sports
Tech-Driven Apparel: More interactive kits launching for digital fan engagement
Women’s League Funding: New cross-sport investors expected in U.S. and Europe
Music-Club Activations: Watch for more pop/football kit mashups around El Clásico and derbies
Wrapping Up
Last week proved how sports, tech, streaming, music, and culture are merging. The winners will be those who embrace digital connection, creative partnerships, and measurable fan engagement.
Your Next Moves
Secure next-gen broadcast/streaming rights with tech leaders
Launch gamified, tech-enabled fan products and merchandise
Invest in youth-to-pro women’s sports franchises with strong community reach
Use music and cultural moments to create viral branded merchandising
Build long-term global partnerships in travel, streaming, apparel, and sponsor integration
📩 Want help navigating this fast-changing landscape? Contact us atconnect@cubopro.com
Team CUBOPRO