Alessio Santosuosso, Giulia Carnevale
Sep 1, 2025
Key people and transactions shaping the Sports industry
Published: 1 September 2025 | What Happened from 25 – 31 August 2025
What This Week Means
Big changes are happening in sports TV and online videos. Companies are working together in new ways. Sports and entertainment are mixing more than before.
BIG TRENDS: TV apps joining together - Popular online stars helping sports - Different types of companies working together
1. Peacock Teams Up With Amazon Prime Video
What happened You can now watch Peacock shows on Amazon Prime Video. It costs $16.99 per month. You can also pay $169.99 for a whole year. This deal also lets Peacock stay on Fire TV. Prime Video will still work on Xfinity cable boxes too.
Why it matters This is the first time Peacock worked with a big company outside of Comcast. Peacock has 41 million people watching (Reuters), which is fewer viewers than Netflix or Disney+. Now Peacock can reach Amazon's customers too. Amazon gets more shows for its viewers. This helps both companies grow.
What you can do if your sports organization sells media rights:
Talk to streaming platforms about putting your content on multiple apps
Create special packages just for different streaming services
If you run digital strategy for your league or team:
Look for ways to get your games on popular streaming platforms
Make deals that let fans watch on any device they want
What this means later More streaming apps will probably join together like this. Instead of having separate apps, big companies will offer many shows in one place.
2. NFL Teams Up With Cosm for Cool New Way to Watch Games
What happened The NFL will keep working with Cosm through 2025. Cosm makes special domes where you can watch games. The games look super real with huge screens all around you. You can watch Thursday Night Football, Sunday Night Football, and other games this way. There are Cosm places in Los Angeles and Dallas.
Why it matters Cosm uses special technology called "Shared Reality." It makes you feel like you're inside the game. The NFL wants to give fans new ways to watch games. This is different from just watching on TV or your phone.
What you can do if you manage a sports venue or arena:
Look for new technology that makes watching games more exciting
Partner with tech companies to test cool fan experiences
If you work for a league or federation:
Think about new viewing experiences that work alongside regular TV broadcasts
Find partners who can create special venues for your biggest games
3. Chelsea Soccer Team Adds Women's Team to Video Game Deal
What happened Chelsea Football Club made a new deal with EA Sports. Now both the men's team AND women's team will be in EA Sports FC video games. This is the first time Chelsea's women's team got included. The deal also covers online content and player promotions.
Why it matters Women's sports are becoming more valuable for business. EA wants to include more women's teams in their games. Chelsea's women's team just won three big tournaments. This was a good time to make this deal.
What you can do if you work for a sports club or team:
Include both your men's and women's teams in sponsorship deals
Time your partnership announcements when your teams are winning
If you manage women's sports:
Push for your teams to be included in video games and other partnerships
Use gaming to help more people discover women's sports
4. WWE Wrestling and Paris Soccer Team Work Together
What happened WWE (wrestling) and Paris Saint-Germain (soccer) made a deal to work together. They will make new shows together. They will sell special merchandise. Soccer players and wrestlers will meet up for fans. This happens as WWE has its first big event in Paris.
Why it matters This is the first time a wrestling company and a major soccer team worked together like this. Both want to get new types of fans. Wrestling fans might start liking soccer. Soccer fans might start liking wrestling.
What you can do if you work for a sports team or league:
Look for partnerships with entertainment companies outside of sports
Plan big announcements around your major events or games
If you handle marketing for your sports organization:
Create content that mixes your sport with other entertainment
Find ways to reach fans who don't normally follow your sport
5. YouTube Uses Popular Online Stars for NFL Game in Brazil
What happened YouTube will show the Chiefs vs Chargers game in Brazil on September 5. Popular online creators will talk during the game. iShowSpeed has 43 million followers (SportsPro). Tom Grossi and Spanish creators Robegrill and SKabeche will also help. They will talk over the regular TV broadcast.
Why it matters YouTube paid $100 million per year to show NFL games (SportsPro). They want to make their broadcasts different from regular TV. iShowSpeed has way more followers than the NFL's official account. This shows how powerful online stars can be.
What you can do if you work in media strategy for your sports organization:
Partner with popular online creators to reach younger fans
Create different broadcast options for different types of fans
If you handle partnerships for your league or team:
Work with online stars who already talk about your sport
Pay creators based on how many people they bring to watch your games
What to Watch For Next Week
More Streaming Deals: Other sports will probably make similar partnership deals
More Creator Partnerships: Sports leagues will work with more online stars
Entertainment Mixing: Look for more deals between sports, gaming, and music companies
Wrapping Up
The big idea: Sports organizations need to become entertainment companies that mix old TV with new online stars and cool technology.
Want help with these ideas? Email us at connect@cubopro.com.
Thank you for reading.
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Best, Team CUBOPRO