Alessio Santosuosso, Giulia Carnevale
Jun 2, 2025
Key people and transactions shaping the Sports industry
Welcome to our June 2, 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. SURJ and Kings League Launch Digital-First Football League in MENA
SURJ Sports Investment, a subsidiary of Saudi Arabia’s Public Investment Fund, has partnered with Gerard Piqué’s Kings League to launch Kings League MENA, a digital-first seven-a-side football league.
Saudi Arabia will host the inaugural season, bringing gamified rules, celebrity streamer team owners, and a youth-driven entertainment model to the region.
The league aims to engage the MENA region’s young, digital-native population (nearly 70% of Saudi Arabia’s population is under 30) and will feature open tryouts, draft mechanisms, and community activations.
Why we chose it:
This partnership is a prime example of how sports properties are adapting to digital consumption and entertainment trends, targeting the next generation of fans with innovative formats and technology-driven engagement.
2. MLB Invests in AUSL to Grow Women’s Softball
Major League Baseball has announced a strategic investment in the Athletes Unlimited Softball League (AUSL), marking its first comprehensive partnership with a women’s pro sports league.
MLB will support AUSL with marketing, broadcast distribution (including select games on MLB Network and MLB.com), and operational funding to help launch its inaugural season on June 7.Source: MLB official press release
Why we chose it:
This move is a landmark for women’s sports, showing how major leagues can accelerate the development and visibility of women’s competitions through direct investment and shared resources.
3. Smith Entertainment Group and Fanatics Transform Utah Jazz & Mammoth Fan Experience
Smith Entertainment Group has entered a long-term partnership with Fanatics to overhaul retail operations for the Utah Jazz (NBA) and Utah Mammoth (NHL).
Fanatics will manage all in-arena and online retail, launching new Jazz and Mammoth e-commerce platforms and developing Utah-inspired collections.
Why we chose it:
This deal reflects the increasing importance of fan experience and merchandise innovation as core revenue drivers, highlighting how tech-forward retail strategies are shaping the future of sports business.
4. YouTuber Tim Cocker Acquires UK Rights to French Pro D2 Rugby
British YouTube creator Tim Cocker has acquired the UK and Ireland broadcast rights for France’s Pro D2 rugby league, making all games free-to-air on his FR-UK Rugby channel.
Cocker’s team will produce and stream 35 regular season matches and the playoffs, marking a shift in how niche sports rights are distributed.Source: Tim Cocker’s official YouTube announcement
Why we chose it:
This story captures the disruptive power of digital creators in sports media and the rise of direct-to-fan distribution models, which are breaking down traditional barriers in sports broadcasting.
5. EuroLeague Expands to 20 Teams for 2025/26 Season
Euroleague Basketball has confirmed the expansion of Europe’s elite club basketball competition from 18 to 20 teams for the 2025/26 season.
The new format will see Hapoel Tel Aviv, Valencia Basket, and Dubai Basketball join the league, with each club playing 38 regular season games.
Why we chose it:
This expansion marks a significant step in the globalization and commercialization of European basketball, opening new markets and increasing both the league’s reach and commercial opportunities.
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