Alessio Santosuosso, Giulia Carnevale
Aug 25, 2025
Key people and transactions shaping the Sports industry
Published: 25 August 2025 | Spotlighting Developments from 18 – 24 August 2025
We analyze last week's most impactful sports-business developments and translate them into concrete actions you can take now to drive your organization forward.
Here are the five stories that matter most, why they matter, and actionable insights you can apply.
1. Streaming NFL Games Deliver 66% Superior Ad Performance Than Traditional TV
What happened - EDO's third annual NFL TV Outcomes Report reveals that streaming-exclusive NFL broadcasts delivered 66% stronger ad effectiveness than broadcast and cable TV averages during the 2024-25 season. Netflix's Christmas Day games, Amazon's Black Friday matchup, and Peacock's Brazil broadcast all significantly outperformed traditional linear television.
Why it matters - This data validates streaming's premium advertising environment while the NFL generates an estimated $5.2 billion annually in national TV advertising. Streaming exclusives create scarcity-driven engagement, with Netflix already selling out Christmas Day inventory at packages exceeding $5 million per slot.
What you can apply (and how we can help you):
Prioritize streaming-first media buys for premium sports content to maximize ROI
Develop creative specifically optimized for streaming audiences who demonstrate higher engagement rates
Structure advertising deals with flexible windowing to capture both linear reach and streaming effectiveness
2. Bundesliga Secures Last-Minute MENA Breakthrough With MBC Group
What happened - German football's Bundesliga signed a three-year partnership with Saudi-owned MBC Group, becoming the first European league broadcast on their platforms. The deal includes three weekly matches on free-to-air channel MBC Action, all games on Shahid streaming platform, and comprehensive joint-marketing initiatives across the rapidly growing MENA region.
Why it matters - The MENA region represents one of football's fastest-growing markets, particularly among female demographics. MBC Group's presence in every Arab household provides unparalleled distribution scale, while the transition from previous rights holder BeIN Sports demonstrates the evolving media landscape in the region.
What you can apply:
Identify emerging markets where your content can achieve first-mover advantage
Bundle free-to-air exposure with premium streaming access to maximize audience development
Develop culturally relevant marketing strategies, including local events like Ramadan activations
3. IMMAF Launches Global MMA Streaming Hub With Joymo Partnership
What happened - The International Mixed Martial Arts Federation partnered with streaming specialist Joymo to relaunch IMMAF.tv as the premier destination for amateur MMA content. The platform debuted with coverage reaching 48 countries, generating over 170,000 content plays and 750 days of cumulative watch-time during the Youth World Championships.
Why it matters - With MMA's global audience approaching 500 million, amateur competition represents an underserved content vertical. The direct-to-fan streaming model provides IMMAF with audience data ownership and commercial control essential for sustainable growth in the world's fastest-growing sport.
What you can apply:
Launch direct-to-consumer streaming platforms to retain audience data and commercial assets
Use pay-per-view hybrid models to maximize revenue flexibility
Focus on comprehensive coverage of underserved competition levels to build dedicated communities
4. NFL Teams Deploy Microsoft AI Across Operations and Recruitment
What happened - The NFL extended its Microsoft partnership with AI integration across coaching, recruitment, and stadium operations. Over 2,500 Surface Copilot+ PCs now power the Sideline Viewing System, while Azure AI assists with draft prospect evaluation, practice session analysis, and game day operations management.
Why it matters - This represents the sports industry's most comprehensive AI deployment, transforming both on-field decision-making and business operations. The technology enables real-time play filtering, automated data analysis, and predictive insights that can provide competitive advantages in a league where margins are razor-thin.
What you can apply:
Implement AI-powered analytics to accelerate decision-making in time-sensitive environments
Develop dashboards that categorize and track operational incidents to improve future planning
Use AI agents for specialized tasks like talent evaluation and salary cap management
5. Steph Curry Becomes Google's First Performance Advisor in Tech Partnership Evolution
What happened - NBA superstar Stephen Curry signed a long-term partnership with Google as their inaugural Performance Advisor, spanning Google Health, Pixel hardware, and Google Cloud divisions. Curry will provide athlete insights for product development while using Google's AI Basketball Coach at his youth training camps.
Why it matters - This partnership transcends traditional endorsement models by positioning athletes as product development consultants. Curry's involvement in testing new products, training algorithms, and designing future features represents a blueprint for athlete-tech collaborations that deliver genuine product innovation rather than just marketing value.
What you can apply:
Transition from transactional sponsorships to consultative partnerships that provide mutual value
Leverage elite performer insights to enhance product development and user experience design
Create feedback loops between high-performance use cases and mass-market applications
In Closing
Last week's developments underscore the sports industry's digital transformation across streaming monetization, global market expansion, and AI-powered operational excellence.
The winning playbook: embrace streaming-first strategies, identify underserved markets for first-mover advantage, and deploy AI to enhance both performance and business operations.
The convergence of premium content, advanced technology, and strategic partnerships is reshaping how sports properties create value—from the sidelines to the boardroom.
Want to discuss these opportunities or get tailored support? Contact us at connect@cubopro.com.
Thank you for reading.
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Best, Team CUBOPRO