Alessio Santosuosso, Giulia Carnevale
Aug 4, 2025
Key people and transactions shaping the Sports industry
CUBOPRO Weekly Sports Business Playbook
Published: 4 August 2025 | Spotlighting Developments from 28 July – 3 August 2025
We analyze this week's most impactful sports business developments and translate them into concrete actions you can take this week to drive your organization forward.
Here are the five stories from this week that matter most, why they matter, and actionable insights you can apply.
1. EA Sports Reveals Comprehensive College Basketball Revival Plan
What happened
EA Sports CEO Andrew Wilson confirmed during the company's quarterly earnings call that the upcoming college basketball game will include "all 350 programs" — covering both men's and women's teams across all Division I programs.
The game, targeting a 2028 release, represents EA's first college basketball title since NCAA Basketball 10 in 2009.
Unlike competitors planning limited rosters, EA committed to comprehensive coverage including March Madness integration, Dynasty Mode, and NIL compensation for players.
Why it matters
EA's comprehensive approach signals a strategic shift toward inclusive sports gaming that could reshape fan engagement and player recruitment.
By including women's teams and smaller programs often overlooked by traditional media, EA is democratizing exposure and creating new revenue streams for collegiate athletics.
What you can apply (and how we can help you)
Explore partnerships with gaming companies for digital fan engagement and player exposure
Develop comprehensive inclusion strategies that don't leave stakeholder groups behind
Consider how digital platforms can amplify your organization's reach beyond traditional media
2. NHL Partners with DAZN for Global Streaming Integration
What happened
The National Hockey League announced that its international NHL.TV streaming service will be exclusively integrated into DAZN's platform starting with the 2025/26 season.
The partnership covers nearly 200 countries outside the US, Canada, and Nordic regions, automatically migrating existing subscribers to DAZN's global sports streaming infrastructure.
Why it matters
This partnership exemplifies the trend toward consolidated sports streaming platforms, allowing leagues to leverage established global infrastructure while focusing on content creation rather than technology development.
What you can apply (and how we can help you)
Evaluate strategic partnerships that can expand your global reach without infrastructure investment
Consider white-label solutions that maintain your brand while leveraging proven technology platforms
Develop content distribution strategies that prioritize accessibility across multiple markets
3. Audi Secures Revolut as Formula 1 Title Partner for 2026 Debut
What happened
Audi announced that fintech giant Revolut will become title partner of the Audi Formula 1 team when it debuts in 2026.
The multi-year partnership integrates Revolut Business into the team's financial operations while offering exclusive benefits to Revolut's 60+ million customers.
The deal represents a significant fintech investment in motorsport as Formula 1 continues attracting digital-first brands.
Why it matters
The partnership demonstrates how traditional automotive brands are embracing fintech partnerships to access younger demographics and digital-native audiences, while fintech companies use high-profile sports partnerships to enhance brand credibility and global reach.
What you can apply (and how we can help you)
Explore partnerships with fintech companies to modernize fan payment experiences and business operations
Develop exclusive benefits programs that add value for partners' customer bases
Consider how financial technology integration can streamline operations while enhancing fan engagement
4. World Aquatics Completes Historic Cloud Migration with Alibaba
What happened
World Aquatics appointed Alibaba Cloud as its exclusive global cloud supplier in a groundbreaking 2025-2028 partnership.
This marks the first time an international sports federation will fully migrate its core systems to the cloud, including the General Management System, new web platforms, mobile applications, and AI-powered customer data platforms across all World Aquatics Championships and events.
Why it matters
This unprecedented digital transformation sets a new standard for sports federation modernization, demonstrating how cloud technology can scale global operations, enhance data security, and improve stakeholder services across 210 national federations.
What you can apply (and how we can help you)
Assess your organization's readiness for comprehensive cloud migration to improve scalability and security
Develop integrated digital platforms that serve all stakeholders through unified systems
Leverage AI and data analytics to better understand and serve your community more effectively
5. LIV Golf Expands to Africa with Multi-Year South Africa Commitment
What happened
LIV Golf announced its first African event at Steyn City, Johannesburg, from March 20-22, 2026, as part of a multi-year commitment.
The tournament extends LIV's reach to five continents and will spotlight the all-South African Stinger GC team led by Louis Oosthuizen.
The event promises to combine world-class golf with entertainment, generating significant economic impact and tourism for the region.
Why it matters
LIV Golf's African expansion demonstrates strategic global market development, showing how sports properties can drive economic impact while building authentic connections with local communities and talent.
What you can apply (and how we can help you)
Develop authentic market expansion strategies that showcase local talent and culture
Create multi-year commitments that build lasting community relationships and economic impact
Design events that combine competition with entertainment to maximize fan engagement and media value
In Closing
This week highlighted the sports industry's evolution toward comprehensive inclusion, strategic technology partnerships, and authentic global expansion.
The winning playbook combines innovative technology adoption, inclusive stakeholder engagement, and partnerships that create mutual value across traditional industry boundaries.
Want to discuss these opportunities or get tailored support? Contact us at connect@cubopro.com.
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Best, Team CUBOPRO