Alessio Santosuosso, Giulia Carnevale
Sep 29, 2025
Key people and transactions shaping the Sports industry
What Last Week Meant
Last week demonstrated sports business reaching unprecedented consolidation levels with massive private equity deals while organizations launched direct-to-consumer channels and international partnerships. Gaming companies faced potential ownership changes. Traditional competitions expanded globally through Middle Eastern investment.
BIG TRENDS:
Record private equity buyouts
Direct streaming channels proliferating
Middle East sports investment accelerating
1. Electronic Arts Approached $50 Billion Private Takeover Deal
What happened: Electronic Arts entered advanced discussions for a $50 billion private equity buyout that would represent the largest leveraged buyout in history. The consortium includes Silver Lake, Saudi Arabia's Public Investment Fund, and Jared Kushner's Affinity Partners. EA's stock jumped 15% following news of the potential deal, with an announcement potentially coming within weeks.
Why it mattered: This would dwarf the previous record $45 billion TXU buyout in 2007 and signals private equity's massive confidence in sports gaming assets. EA's annual sports franchises like FIFA/EA Sports FC and Madden NFL provide predictable cash flows that can service the substantial debt load typical in leveraged buyouts. Saudi PIF already owns nearly 10% of EA and has reduced its Nintendo stake to 7.5%.
What you can do if you manage sports gaming rights:
Structure long-term licensing deals that remain valuable regardless of ownership changes
Develop relationships with multiple gaming partners to reduce dependency risks
Monitor how private equity ownership affects innovation versus profit optimization
If you work in sports media partnerships:
Understand how leveraged buyouts might impact partner companies' investment capabilities
Build flexibility into contracts that accommodate ownership transitions
Consider private equity-backed companies' different priorities and timelines
What this means going forward: More gaming companies will become private equity targets due to predictable revenue streams. Sports organizations should prepare for partners with different financial structures and priorities focused on debt servicing.
2. PSG-Marseille Champions Trophy Relocated to Kuwait
What happened: The French Football League announced that Kuwait will host the Trophée des Champions between PSG and Marseille on January 8, 2026, at the 58,000-capacity Jaber Al-Ahmad International Stadium in Kuwait City. The match was moved from its original summer date due to PSG's commitments in the Super Cup and Club World Cup. Kuwait secured hosting rights over bids from Oman and Ivory Coast.
Why it mattered: This continues the trend of exporting French football's premier domestic final to international markets for commercial revenue, following previous editions in China, Qatar, and Thailand. The PSG-OM rivalry represents one of French football's most valuable properties, consistently drawing passionate support and significant viewership globally. Kuwait's successful bid demonstrates Middle Eastern countries' growing investment in hosting European football events.
What you can do if you manage domestic cup finals or rivalry matches:
Develop international hosting packages that generate additional revenue streams
Time scheduling around major international tournaments to maximize commercial value
Create bidding processes that encourage competitive offers from multiple countries
If you handle international sports marketing:
Position your country or region as an attractive host for relocated marquee matches
Build relationships with leagues seeking alternative venues for domestic competitions
Develop infrastructure and marketing packages that appeal to international sports properties
What this means going forward: More domestic European finals will move internationally for commercial reasons. Middle Eastern investment in hosting rights will continue expanding beyond traditional tournament hosting.
3. Walmart Became First El Clásico Presenting Partner in Historic LaLiga Deal
What happened: Walmart announced a multi-year partnership to become the first-ever presenting partner for El Clásico matches between Barcelona and Real Madrid in the US market. The deal includes co-branded promotional activities, viewing events in Houston, concerts, meet-and-greets with former players, and exclusive merchandise. El Clásico attracts over 650 million viewers across 180+ countries, making it one of soccer's most-watched fixtures.
Why it mattered: This represents Walmart's strategic investment in soccer ahead of the 2026 World Cup across North America, targeting the growing US Hispanic demographic that comprises 38% of Houston's population. The partnership creates a new visual identity featuring Walmart branding that will be used across all match-related properties in the US and Canada. LaLiga's most recent El Clásico was its most-watched game ever on ESPN networks in the US.
What you can do if you manage major sports rivalries or marquee matches:
Create presenting partnership opportunities for key matches that don't conflict with title sponsorships
Develop market-specific branding and promotional packages for international partners
Time partnership announcements with major events to maximize media impact
If you work in retail or consumer brand partnerships:
Target sports properties that align with demographic growth trends in your markets
Create comprehensive activation plans that combine digital, retail, and experiential elements
Focus on rivalries and matches with established global viewership and cultural significance
What this means going forward: More individual matches and rivalries will secure dedicated presenting partners. Consumer brands will increasingly target specific sports properties to reach growing demographic segments.
4. Inter Milan Launched Italy's First Club FAST Channel
What happened: FC Internazionale Milano became the first Italian football club to launch a dedicated FAST (Free Ad-Supported Streaming Television) channel, Inter 24/7, available globally in English and locally in Italian. The project was developed with strategic partner Globant and powered by cloud-based technology from Amagi, offering 24/7 programming including historical matches, highlights, training content, and original shows.
Why it mattered: This represents clubs taking direct control of content distribution rather than relying solely on traditional broadcasters or social media platforms. FAST channels allow clubs to monetize their extensive archives while building direct relationships with fans globally, creating new advertising revenue opportunities. Barcelona previously launched similar FAST channels, demonstrating the model's viability for major European clubs.
What you can do if you manage content strategy for your sports organization:
Audit your video archive to identify content suitable for continuous programming
Partner with technology providers who specialize in FAST channel infrastructure
Develop both historical content and ongoing original programming to sustain viewership
If you work in sports media rights:
Structure broadcast deals that preserve clubs' rights to create their own FAST channels
Consider FAST channels as complementary rather than competitive to traditional broadcasting
Explore advertising partnerships specifically designed for club-owned streaming channels
What this means going forward: More European clubs will launch dedicated FAST channels as direct-to-consumer strategies expand. Traditional broadcasters will need to adapt their rights packages to accommodate club-owned streaming initiatives.
5. Euroleague Basketball Secured Abu Dhabi and Etihad Airways Partnerships
What happened: Euroleague Basketball announced DCT Abu Dhabi (Experience Abu Dhabi) and Etihad Airways as main partners in a four-year deal, with both brands serving as Final Four presenting partners. The partnership includes prominent branding across in-arena signage, live broadcasts, and rotating jersey sponsorship across all participating teams, with extensive digital integration planned.
Why it mattered: This strategic alliance connects Abu Dhabi with Euroleague's 90 million global fans while supporting the competition's expansion to 20 teams, including newcomer Dubai Basketball. The deal represents Euroleague's shift from title sponsorship to selective global partnerships that enhance international profile, replacing Turkish Airlines as the primary aviation partner. Abu Dhabi previously hosted the Final Four in May, marking the competition's first Middle East staging.
What you can do if you manage international sports competitions:
Develop partnerships with tourism authorities and national carriers to expand global reach
Create rotating sponsorship models that provide balanced exposure across multiple teams
Design digital content partnerships that extend beyond traditional broadcast integration
If you work in Middle Eastern sports investment or tourism:
Target European sports properties seeking to expand their international footprint
Combine tourism promotion with airline partnerships for comprehensive market penetration
Use sports partnerships to support broader economic diversification strategies
What this means going forward: More European sports competitions will form strategic partnerships with Middle Eastern entities. Basketball will increasingly compete with football for regional investment and hosting opportunities.
What to Watch For This Week
Private Equity Completions: Major sports and gaming company acquisitions finalizing
FAST Channel Launches: More clubs following Inter's direct streaming model
Middle East Partnerships: Additional European competitions securing Gulf region investment
International Match Hosting: Domestic finals and cups exploring overseas opportunities
Wrapping Up
Last week showcased sports business operating at unprecedented scale and sophistication. Private equity firms targeted gaming giants with record-breaking buyouts while sports organizations launched direct-to-consumer channels and secured international partnerships worth hundreds of millions. The best strategy: prepare for massive consolidation, invest in direct fan relationships through owned channels, and build partnerships that transcend traditional geographic boundaries.
The big idea: Sports organizations must become global entertainment companies that leverage private capital, direct distribution, and international partnerships to compete in an increasingly consolidated and sophisticated marketplace.
Want to take action? Contact us at connect@cubopro.com.
Thank you for reading.
Team CUBOPRO