Alessio Santosuosso, Giulia Carnevale
Sep 22, 2025
Key people and transactions shaping the Sports industry
Published: 22 September 2025 | What Happened from 15 – 21 September 2025
What Last Week Meant
Last week showcased sports business embracing public markets, private equity consolidation, and AI integration. Fitness platforms prepared for IPO launches. Tech partnerships reached new levels of fan engagement. Streaming infrastructure proved its global scalability.
BIG TRENDS: Sports tech going public - Private equity deals accelerating - AI enhancing fan experiences
1. Strava Positioned for $2.2 Billion IPO Launch
What happened: Fitness tracking platform Strava began hiring investment banks including Goldman Sachs, JPMorgan, and Morgan Stanley for its U.S. initial public offering, according to Reuters. Valued at $2.2 billion after a May funding round led by Sequoia Capital, the San Francisco-based company plans to go public as early as 2026, as reported by multiple outlets. Strava boasts 150 million active users across 185 countries and recently hired a CFO from Nextdoor who guided that company's IPO, Cycling News reported.
Why it mattered: This represents the sports tech sector's maturation into traditional financial markets. Strava grew 50% in new users last year, particularly among Gen Z, while acquiring UK training apps Runna and The Breakaway to expand its ecosystem, according to BikeRadar. The timing coincides with increased IPO activity - six deals raised $4 billion last week alone, the busiest period since 2021, Reuters noted. Strava's social fitness model combining performance tracking with community features appeals to investors seeking diversified tech exposure.
What you can do if you manage a sports tech platform:
Prepare detailed user growth and engagement metrics for potential investors
Consider strategic acquisitions to expand your service offerings before going public
Hire experienced CFOs with IPO track records early in the process
If you work in sports business development:
Monitor public market appetite for sports technology companies
Develop partnerships with companies preparing for public offerings
Create investment-grade financial models showing sustainable growth
What this means going forward: More sports technology companies will pursue public listings as markets warm to the sector. Social fitness platforms with strong community engagement will command premium valuations.
2. Apollo Accelerated Negotiations for Atlético Madrid Control
What happened: Apollo Global Management entered advanced discussions to acquire majority control of Atlético Madrid, valuing the Spanish club at €2.5 billion ($2.9 billion), according to Reuters and Expansión. The private equity giant has three-month exclusivity through mid-October to finalize a deal that would purchase stakes from current owners including CEO Miguel Ángel Gil Marín and chairman Enrique Cerezo, sources told Reuters. Apollo plans to invest in the club's €800 million Ciudad del Deporte development project around the Metropolitano Stadium, Forbes reported.
Why it mattered: This marks Apollo's first major sports acquisition for its new $5 billion sports investment vehicle and represents the largest European football privatization attempt, as noted by Bloomberg. Unlike traditional financial investors, Apollo sees infrastructure value in stadium developments and commercial real estate potential, according to Forbes analysis. The deal would make Atlético the most valuable privately-owned club in Spain, surpassing fan-owned rivals Real Madrid and Barcelona in terms of private investment.
What you can do if you run a major sports property:
Develop comprehensive infrastructure projects that attract private equity investment
Create detailed financial models showing revenue streams beyond traditional sports income
Prepare governance structures that accommodate institutional investor requirements
If you handle sports finance or valuations:
Understand how private equity firms value sports assets differently than traditional buyers
Focus on infrastructure and development projects as value multipliers
Build relationships with funds specifically targeting sports investments
What this means going forward: More European football clubs will pursue private equity partnerships. Infrastructure development will become central to sports valuations and investment strategies.
3. PSG and Team Vitality Created Esports Partnership Alliance
What happened: Paris Saint-Germain Esports and Team Vitality announced a multi-year collaboration forming PSG.Vitality for EA Sports FC competition, according to official PSG announcement. The partnership features French players Ilian Bouchi and Brice Masson with coach Johann "ManiiKa" Simon, competing in the 2025-26 FC Pro season starting September 22, as reported by Esports Radar. The alliance combines PSG's football heritage with Vitality's esports expertise, creating specialized training facilities at PSG Studio, PSG stated.
Why it mattered: This represents the evolution of traditional sports clubs into comprehensive entertainment entities. Team Vitality brings 10 million social media followers and expertise across 15 esports titles, while PSG contributes global football brand recognition, according to the official announcement. The partnership targets both the French eLigue 1 title and international Top 8 finishes, demonstrating serious competitive ambitions, PSG noted. Both organizations share Parisian roots, creating authentic local connection for fans.
What you can do if you manage a traditional sports club:
Partner with established esports organizations rather than building capabilities from scratch
Focus on titles that align with your sport for natural fan crossover
Create dedicated esports facilities that support professional training requirements
If you handle esports partnerships or expansion:
Leverage geographic connections when forming traditional sports partnerships
Combine brand strength with operational expertise for competitive advantages
Design partnerships that benefit both organizations' international expansion goals
What this means going forward: More traditional sports clubs will form strategic partnerships with esports organizations. Geographic alignment and shared values will drive successful collaborations in the gaming space.
4. DAZN CTO Revealed Revolutionary Streaming Infrastructure Capabilities
What happened: DAZN CTO Sandeep Tiku disclosed that the platform's Club World Cup delivery supported 300 million concurrent users with 99.999% uptime across 63 matches, according to SportsPro's exclusive interview. The streaming service used multiple CDNs, intelligent algorithms for viewer distribution, and AI-powered customer service, resulting in minimal support requests, Tiku told SportsPro. DAZN's infrastructure handled 20+ regional variants per match across 12 languages while maintaining broadcast quality, as reported by Sports Video.
Why it mattered: This demonstrated streaming platforms can now rival traditional broadcasters in scale and reliability. DAZN's "no other broadcaster has done this" achievement sets new industry benchmarks for global sports delivery, Tiku emphasized to SportsPro. The platform's evolution beyond pure streaming into interactive experiences, betting integration, and community features creates multiple revenue streams beyond subscriptions, according to the CTO interview. AI integration enables personalized content creation and viewing experiences.
What you can do if you manage sports media rights:
Demand detailed infrastructure capabilities and uptime guarantees from streaming partners
Structure deals that account for interactive features and community engagement metrics
Consider streaming platforms' global reach when negotiating territorial rights
If you work in sports broadcasting technology:
Invest in AI-powered personalization and content creation capabilities
Build multi-CDN architectures for global reliability and performance
Develop interactive features that differentiate from traditional linear broadcasts
What this means going forward: Streaming platforms will become the preferred choice for major global sports events. AI-powered personalization and interactive features will become standard expectations for sports viewing.
5. OpenAI Launched First MLB Partnership with New York Mets
What happened: OpenAI partnered with the New York Mets for "ChatGPT Night" at Citi Field on September 17, marking the AI company's first MLB activation, according to Sports Business Journal. All 40,000+ fans received NFC-enabled ChatGPT pins with pre-loaded Mets prompts, custom portrait creation via ChatGPT photo booths, and AI-generated stadium guides, as reported by The Verge. Examples included comparing the 1986 Mets to rock bands and reimagining Mr. Met in different historical periods, Sports Business Journal noted.
Why it mattered: This represents AI companies expanding beyond tech partnerships into mainstream sports entertainment. The collaboration took 2-3 months from concept to execution, demonstrating both organizations' commitment to fan-first innovation, according to Sports Business Journal's reporting. Mets SVP Technology Oscar Fernandez positioned this as "Step 1 of a multi-step, multi-phase relationship," indicating deeper future integration, he told Sports Business Journal. The activation combined physical (pins) and digital (AI) experiences for comprehensive fan engagement.
What you can do if you manage fan engagement for your sports organization:
Partner with AI companies to create unique, personalized fan experiences
Design activations that combine physical giveaways with digital interactions
Test new technologies during regular season games before major events
If you handle technology partnerships for your team:
Look beyond traditional sponsors to innovative tech companies seeking sports exposure
Create measurable fan engagement metrics for technology partnership success
Design partnerships that enhance rather than distract from core game experience
What this means going forward: AI companies will increasingly partner with sports organizations for fan engagement. Technology integrations will become standard elements of themed game nights and special events.
What to Watch For This Week
Sports Tech IPOs: More fitness and sports technology companies preparing public offerings
Private Equity Acquisitions: Additional European football clubs exploring institutional investment
AI Fan Experiences: Sports organizations testing artificial intelligence for personalized engagement
Streaming Infrastructure: Platforms investing in global scalability for major tournament rights
Wrapping Up
Last week demonstrated sports business reaching new levels of financial and technological sophistication. Organizations attracted public market investment, private equity capital, and cutting-edge AI partnerships while proving streaming infrastructure can handle global demand. The best strategy: prepare for institutional investment, embrace AI for fan engagement, and build partnerships that combine traditional sports with innovative technology.
The big idea: Sports organizations must become investment-grade technology companies that leverage public markets, private capital, and artificial intelligence to compete in an increasingly sophisticated entertainment ecosystem.
Need help taking action? Email us at connect@cubopro.com.
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