Alessio Santosuosso, Giulia Carnevale
Jun 30, 2025
Key people and transactions shaping the Sports industry
CUBOPRO Weekly Sports Business News
Spotlighting Developments from 23–29 June 2025
At CUBOPRO, we don’t just report the news. We analyze last week’s most impactful sports business developments and translate them into concrete actions you can take this week to drive your organization forward.
Here are the five stories from last week that matter most, what they mean for you, and how we can help you seize the opportunity.
1. Real Madrid & Cisco: Raising the Bar for Connected Stadiums
What happened: Real Madrid and Cisco have deepened their partnership, rolling out advanced digital infrastructure at the Santiago Bernabéu as it prepares to host its first NFL game. This move is designed to deliver an immersive, frictionless fan experience and position the stadium as a global multi-event destination.
Why it matters: Elite venues are now competing on technology. Superior connectivity and digital services are essential for attracting blue-chip events and maximizing revenue.
What you can apply (and how we can help you achieve it):
Assess your stadium’s digital readiness and identify upgrade opportunities.
Forge tech partnerships to enhance fan engagement and operational efficiency.
Reimagine your venue as a multi-event platform to unlock new revenue streams.
2. PSG & CrowdIQ: Data-Driven Stadium Experiences
What happened: Paris Saint-Germain is using CrowdIQ Analytics to monitor crowd flows and fan behavior in real time, optimizing everything from safety to personalized services.
Why it matters: Data analytics is transforming the live event experience. Clubs that leverage real-time insights can boost satisfaction, safety, and spending.
What you can apply (and how we can help you achieve it):
Deploy analytics tools to track and respond to fan behavior.
Personalize marketing and in-venue services for higher engagement.
Use data to streamline staffing, concessions, and crowd management.
3. Ineos Grenadiers & TotalEnergies: Purpose-Driven Partnerships
What happened: Ineos Grenadiers and TotalEnergies have launched a jersey partnership focused on shared values, particularly innovation and sustainability, going beyond traditional sponsorship.
Why it matters: Modern partnerships are about more than logos. Aligning on purpose deepens impact and builds lasting brand equity.
What you can apply (and how we can help you achieve it):
Identify partners who share your values for authentic, resonant collaborations.
Co-create campaigns that spotlight your joint commitments.
Track partnership impact on both business performance and brand perception.
4. Volleyball World & Mailman: Unlocking China’s Market
What happened: Volleyball World has partnered with Mailman to expand its digital presence and fanbase in China, leveraging local expertise to drive engagement and commercial growth.
Why it matters: Success in new markets requires local insight and tailored strategies. The right partner can accelerate your brand’s impact.
What you can apply (and how we can help you achieve it):
Find local partners to navigate cultural and regulatory challenges.
Adapt your content and campaigns for regional relevance.
Create market-specific products and experiences to fuel growth.
5. Benfica’s US Investment: New Capital, New Ambitions
What happened: Benfica has become the first major Portuguese club to secure US investment via a minority stake sale, reflecting growing American interest in European football assets.
Why it matters: International investment is reshaping club ownership and fueling modernization if managed strategically.
What you can apply (and how we can help you achieve it):
Evaluate your club’s readiness to attract and manage foreign investment.
Structure deals to balance fresh capital with long-term vision and control.
Use new resources to modernize operations and expand your global footprint.
In Closing: Last week’s developments highlight the power of technology, data, values-driven partnerships, local expertise, and smart capital in shaping the future of sports business. The opportunity is clear. Act on these insights to position your organization for growth.
Want to discuss these opportunities or get tailored support? Contact us at connect@cubopro.com.
Thank you for reading. Stay ahead and sign up now for the CUBOPRO Newsletter to receive actionable sports business insights every week.
Best, Team CUBOPRO