Alessio Santosuosso, Giulia Carnevale
Jun 9, 2025
Key people and transactions shaping the Sports industry
Welcome to our June 8, 2025 edition of the TOP 5 Sports Business News, according to CUBOPRO - your premier source for the most impactful developments in the sports industry.
As we navigate the ever-evolving landscape of sports business, we are committed to providing you with short while insightful analysis of the most impactful events shaping our sector.
Here are the TOP 5 news of the past week according to us:
1. PGA Tour Debuts ‘Smart Tracer’ Technology on TV Broadcasts
The PGA Tour, in partnership with CBS, NBC, and Golf Channel, launched its new “smart tracer” technology during the RBC Canadian Open.
This on-screen graphic changes color in real time based on the ball’s most likely outcome-green for fairway, red for not in the fairway, and blue before a probability is determined.
The tracer, powered by AWS and AI, updates every hundred milliseconds and is part of the Tour’s Fan Forward Initiative to enhance the broadcast experience and deepen fan engagement.
Source: PGA Tour official announcement
Why we chose it: This is a prime example of how sports organizations are using AI and real-time data to transform the fan experience and set new standards for broadcast innovation
What we learn from it: Embracing technology can significantly elevate engagement and transparency for fans.
What we can help you apply: We can help you identify and integrate real-time data and visual enhancements to create a more immersive experience for your audiences.
2. NBA Europe Division ‘a Couple Years’ Away, Says Commissioner Silver
NBA Commissioner Adam Silver confirmed that plans for a European NBA division are progressing, but are “measured in years, not months.”
Talks with FIBA, EuroLeague, and other stakeholders are ongoing, with a potential launch timeline around the 2028 Los Angeles Olympics.
The league is considering a model with 12 permanent teams in major cities and four qualifying clubs, aiming to tap into Europe’s large, underserved basketball fan base.
Source: NBA official statements
Why we chose it: This signals the NBA’s commitment to global expansion and the commercial potential of new markets, while highlighting the complexity of building consensus with established leagues and partners.
What we learn from it: Strategic patience and collaboration are crucial for successful international growth.
What we can help you apply: We can support your international expansion efforts by guiding stakeholder alignment, partnership building, and long-term planning.
3. PIF Sponsors Club World Cup as FIFA Deepens Saudi Ties
FIFA and Saudi Arabia’s Public Investment Fund (PIF) have announced a global partnership for the FIFA Club World Cup 2025, naming PIF as an Official Partner.
The deal will focus on youth participation and grassroots development, supporting FIFA’s vision to make football truly global.
The 32-team tournament will take place in 11 U.S. cities from June 14 to July 13, 2025, and marks a pivotal step in Saudi Arabia’s international sports strategy.
Source: FIFA & PIF official press releases
Why we chose it: This partnership is a clear example of how sovereign wealth funds are shaping the global sports landscape and underscores Saudi Arabia’s growing influence in world football.
What we learn from it: Strategic sponsorships can accelerate both brand visibility and grassroots development.
What we can help you apply: We can help you structure partnerships that not only enhance your brand but also deliver meaningful community and ecosystem impact.
4. Pirelli Joins Milano Cortina 2026 Sponsor Line-Up
Pirelli has become an Official Sponsor of the Milano Cortina 2026 Olympic and Paralympic Winter Games, joining a roster of leading Italian and global brands.
The tire manufacturer will support the Games with its expertise in innovation and sustainability, and will be involved in mobility and logistics solutions for the event.
Source: Milano Cortina 2026 official partners page
Why we chose it: This move highlights how major domestic brands are leveraging the Olympics to showcase innovation and national pride, while supporting the operational success of global mega-events.
What we learn from it: Major events offer a unique platform for brands to demonstrate leadership in innovation and sustainability.
What we can help you apply: We can advise on aligning your brand with high-profile events to amplify your message and reinforce your values on a global stage.
5. Hugh Jackman and Ryan Reynolds Join Australian SailGP Team Ownership
Hollywood stars Hugh Jackman and Ryan Reynolds have become co-owners of Australia’s three-time champion SailGP team, now rebranded as the BONDS Flying Roos.
The team, led by Olympic gold medalist Tom Slingsby, will debut under its new name at the New York Sail Grand Prix.
The entry of high-profile owners and a new title partner is expected to boost fan engagement and global visibility for the team and the SailGP league.
Source: SailGP & BONDS Flying Roos official announcements
Why we chose it: This shows the growing trend of celebrity and private investment in sports franchises, bringing star power, new audiences, and commercial opportunities to emerging leagues.
What we learn from it: Celebrity involvement can rapidly elevate a team’s profile and attract new fans and sponsors.
What we can help you apply: We can help you identify and activate strategic partnerships with influencers or celebrities to accelerate your organization’s reach and brand 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