Alessio Santosuosso, Giulia Carnevale
Jun 23, 2025
Key people and transactions shaping the Sports industry
Week: 16-22 June 2025
As part of our commitment to keeping you ahead of the curve, we at CUBOPRO carefully select the most significant sports business stories each week - not only reporting the headlines, but also extracting actionable lessons and future-facing insights for your sports organization’s growth and strategy.
Our goal is to help you anticipate change and apply new thinking to your business.
Here are the TOP 5 stories we believe matter most this week, and why:
1. YouTube’s Sunday Ticket Partnership Ages Down NFL Audience
YouTube’s acquisition of NFL Sunday Ticket rights has made a major impact on the league’s reach and demographic profile.
According to YouTube CEO Neal Mohan, the move has successfully brought a younger, more digitally native audience to NFL broadcasts.
The platform’s integration of creator-driven content, interactive features, and the upcoming free live stream of the Chiefs vs. Chargers game in Brazil are all part of a broader strategy to engage new fans.
The NFL’s partnership with YouTube also enables flexible viewing options, including multi-game streams and personalized highlights, helping the league remain relevant in a fast-evolving media environment.
Why we chose it: This partnership exemplifies how digital platforms can rejuvenate traditional sports audiences and expand reach.
What we learn from it: Meeting fans where they already are - on digital, interactive platforms - can open sports to new demographics and drive engagement with younger viewers.
What you can apply (and we can help you achieve):
Develop digital-first content and streaming strategies to reach younger audiences.
Leverage creator partnerships and interactive features to boost engagement.
Explore innovative streaming models to broaden your fan base and global reach.
2. Kevin Durant Invests in PSG as QSI Plots Basketball Expansion
NBA superstar Kevin Durant has acquired a direct minority stake in Paris Saint-Germain (PSG) through Qatar Sports Investments (QSI), marking a new chapter in PSG’s multi-sport ambitions.
This move comes as PSG explores the creation of a basketball division, potentially aligning with the NBA’s long-term vision for a European league.
Durant’s involvement goes beyond investment - he will advise on PSG’s expansion strategy, including the development of a new basketball stadium and global brand growth.
The partnership reflects a broader trend of elite athletes investing in European clubs and leveraging their influence to drive cross-sport innovation.
Why we chose it: This move illustrates the growing trend of athlete investment and cross-sport expansion in Europe, blending star power with strategic growth ambitions.
What we learn from it: Strategic partnerships with influential athletes can accelerate brand growth, open new market opportunities, and foster innovation across sports verticals.
What you can apply (and we can help you achieve):
Identify and structure athlete or celebrity investment partnerships to boost brand equity.
Diversify your sports portfolio by exploring cross-sport expansion opportunities.
Develop multi-sport venues or experiences to attract broader audiences.
3. Puma and Meta Launch Mixed-Reality Shopping for Basketball Shoe Debut
Puma has teamed up with Meta to revolutionize the retail experience for its All Pro Nitro basketball shoe, launching an immersive mixed-reality shopping journey.
Using Meta Quest headsets, customers can virtually explore the shoe, interact with 3D models, and even measure their foot size for a personalized fit.
This initiative is part of Puma’s strategy to blend e-commerce, technology, and fan engagement, while Meta continues to expand its influence in sports and retail innovation.
The campaign is supported by interactive social content and influencer partnerships, aiming to drive both online and in-store traffic.
Why we chose it: This collaboration showcases how immersive technology can transform retail and fan engagement in sports, setting new standards for interactive commerce.
What we learn from it: Integrating mixed reality and digital innovation can create unique, memorable brand experiences, increase conversion rates, and differentiate your product in a crowded market.
What you can apply (and we can help you achieve):
Implement mixed-reality or AR/VR solutions to enhance product launches and fan experiences.
Use immersive technology to collect valuable consumer insights and personalize engagement.
Develop virtual try-on and interactive shopping tools to drive e-commerce growth.
4. Fanatics Expands into Middle East with New Regional Hub in Qatar
Fanatics, the global leader in licensed sports merchandise, has announced the opening of a new regional office in Doha, Qatar.
This hub will serve as the company’s base for expanding partnerships and operations across the Middle East, supporting major sporting events and local clubs.
The move follows Fanatics’ landmark sponsorship with the State of Qatar and is part of a broader effort to tap into the region’s rapidly growing sports economy.
The Doha office will enable Fanatics to offer localized product lines, faster delivery, and enhanced customer service, further strengthening its global supply chain and market presence.
Why we chose it: This expansion highlights the importance of local presence and strategic partnerships in global sports business growth, especially in high-potential emerging markets.
What we learn from it: Establishing regional hubs can accelerate market entry, deepen local industry connections, and enable tailored offerings for diverse markets.
What you can apply (and we can help you achieve):
Assess and prioritize emerging markets for international expansion.
Build local partnerships and set up regional hubs to accelerate growth.
Adapt product offerings and marketing strategies to fit regional preferences.
5. Emirates Extends Global Premier Partnership with ATP Through 2030
Emirates has renewed its status as Premier Partner and Official Airline of the ATP Tour through 2030, extending a relationship that began in 2013.
The long-term deal includes expanded branding initiatives, such as umpire sleeve patches for all ATP Tour events, and continued hospitality activations at tournaments worldwide.
Emirates’ partnership with the ATP has become a model for global sports sponsorship, combining high-visibility branding with exclusive fan experiences and premium travel benefits for players and guests.
The renewal underscores the airline’s commitment to tennis and its strategy of leveraging sports partnerships to enhance global brand recognition.
Why we chose it: This long-term renewal underscores the value of sustained, high-visibility partnerships in sports and the impact of innovative branding and hospitality activations.
What we learn from it: Ongoing, innovative sponsorships can keep brands top-of-mind, deepen fan loyalty, and deliver consistent ROI over time.
What you can apply (and we can help you achieve):
Structure and negotiate long-term, high-impact sponsorships to maximize brand exposure.
Activate creative branding and hospitality programs to engage fans and stakeholders.
Measure and optimize sponsorship performance for lasting value.
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