Alessio Santosuosso, Giulia Carnevale
Oct 6, 2025
Key people and transactions shaping the Sports industry
What Last Week Meant (29 September – 5 October 2025)
Last week demonstrated sports business embracing long-term partnerships while exploring new geographic markets and franchise models. Traditional sponsorships evolved into strategic alliances. Regional expansion accelerated across continents. League structures transformed to prioritize commercial sustainability.
BIG TRENDS: Partnership extensions securing stability - Middle East sports investment expanding - Franchise models globalizing
1. PUMA Extended HYROX Partnership Through 2030
What happened: PUMA announced an early renewal and extension of its partnership with HYROX, the World Series of Fitness Racing, continuing as official sportswear provider until 2030. The deal makes PUMA the exclusive title partner for HYROX World Championships while adding three new elite athletes as global brand ambassadors. HYROX expects to attract 1.3 million participants across over 100 events by 2026, representing 100% year-on-year growth.
Why it mattered: This partnership extension demonstrates how brands are securing long-term positions in fast-growing fitness segments before competitors enter the market. HYROX combines running with functional training, creating the world's fastest-growing fitness sport with over 650,000 participants in the 2024/25 season. PUMA recognized the sport's potential early, partnering since the first Hamburg race in 2017, giving them first-mover advantage in a discipline that appeals to younger demographics.
What you can do if you manage sports partnerships:
Identify emerging sports early and secure long-term partnerships before competition intensifies
Negotiate title sponsorships and exclusive naming rights as part of renewal discussions
Build athlete ambassador programs within partnership agreements to maximize brand exposure
If you work in fitness or lifestyle marketing:
Target hybrid sports that combine multiple disciplines to reach broader audience segments
Focus on participation-based sports that offer community engagement beyond spectator viewing
Create performance product lines specifically designed for emerging fitness trends
What this means going forward: More brands will extend partnerships early to secure positions in high-growth sports segments. Hybrid fitness competitions combining multiple disciplines will attract increasing commercial investment as participation rates surge.
2. Riyadh Season Sponsored Boxxer's BBC Boxing Return
What happened: Riyadh Season announced a "game-changing" sponsorship deal with UK boxing promoter Boxxer to support their new BBC broadcasting partnership. The agreement aims to "deliver big events to millions" of British fight fans as professional boxing returns to BBC television for the first time since 2005. The partnership launches October 25 with Frazer Clarke vs. Jeamie TKV for the British heavyweight title, broadcast live on BBC Two.
Why it mattered: This deal represents Saudi Arabia's continued investment in boxing's global reach while supporting free-to-air broadcasting that increases sport accessibility. Boxxer's transition from Sky Sports to BBC needed financial backing to maintain production quality and competitive purses, which Riyadh Season's sponsorship provides. The partnership extends Saudi boxing influence beyond hosting events to supporting broadcast infrastructure in key international markets.
What you can do if you manage broadcast partnerships:
Develop relationships with international sponsors who support content accessibility and free-to-air programming
Create sponsorship packages that combine broadcast support with event hosting opportunities
Structure deals that help content creators transition between broadcast platforms while maintaining quality
If you work in Middle Eastern sports investment:
Target broadcast partnerships that increase sports accessibility in key international markets
Support content creators who align with your sporting event hosting strategies
Build relationships with promoters who can provide consistent content programming for your events
What this means going forward: More international sponsors will support broadcast transitions that increase sports accessibility. Saudi investment will continue expanding beyond event hosting to support content creation and distribution infrastructure globally.
3. Manchester United Explored Saudi Arabia Mid-Season Friendly
What happened: Manchester United entered discussions about organizing a mid-season friendly match in Saudi Arabia to boost revenue amid financial pressures. The club faces approximately £750 million in debt and posted its sixth consecutive financial loss despite record revenues of £666.5 million. With no European football this season and early Carabao Cup exit, United has several free midweeks available for potential international friendlies.
Why it mattered: This highlights how financial pressures are driving traditional European clubs to seek alternative revenue streams through international friendlies during the competitive season. United missed out on £85 million by failing to qualify for Champions League, making Middle Eastern friendlies an attractive option for immediate revenue generation. The potential match could feature Cristiano Ronaldo's Al Nassr, creating additional marketing appeal and commercial value.
What you can do if you manage a football club facing financial pressure:
Identify free midweek periods in your schedule for potential revenue-generating friendlies
Develop relationships with Middle Eastern clubs and event organizers for hosting opportunities
Create comprehensive travel packages that combine warm-weather training with commercial matches
If you work in international sports tourism or event hosting:
Target European clubs with financial pressures and free scheduling periods
Develop hosting packages that combine training facilities, warm weather, and strong commercial appeal
Build relationships with clubs that have high-profile former players in your regional leagues
What this means going forward: More European clubs will consider mid-season international friendlies as financial necessity. Middle Eastern countries will increasingly host European club friendlies as part of broader sports tourism strategies.
4. NBA Advanced African League Franchise Sales
What happened: NBA Commissioner Adam Silver confirmed plans to begin selling franchises for the Basketball Africa League (BAL), transforming it from a qualification-based competition into a permanent 12-team franchise system. The league will sell franchise rights alongside opportunities to build home arenas in promising African markets. This represents a major shift from the current Champions League-style format where teams qualify through domestic league performance.
Why it mattered: This franchise model transition reflects the NBA's commitment to building sustainable basketball infrastructure across Africa while creating stable revenue streams. The BAL currently faces financial challenges, with projected losses of $19 million against $15 million revenue in 2024. Permanent franchises will enable stronger business operations, consistent player development pathways, and more attractive sponsorship opportunities for corporate partners.
What you can do if you manage international sports expansion:
Consider franchise models that provide stability and long-term investment security for expansion markets
Build infrastructure requirements into franchise sales to ensure sustainable venue development
Create pathways between grassroots competition and professional franchise opportunities
If you work in African sports investment or development:
Prepare comprehensive business cases for franchise ownership that demonstrate market viability
Develop arena construction capabilities and expertise for potential franchise requirements
Build relationships with local basketball communities to ensure franchise authenticity and fan engagement
What this means going forward: More international leagues will adopt franchise models to ensure commercial sustainability. African sports markets will attract increasing institutional investment as infrastructure and governance systems mature.
5. Arsenal Advanced Visit Rwanda Partnership Extension Talks
What happened: Arsenal entered advanced discussions to extend their controversial £10 million per year Visit Rwanda partnership beyond the current season expiration. The shirt sleeve sponsorship deal, which began in 2018 and was extended in 2021, faces ongoing criticism from fan groups and international observers regarding Rwanda's political situation. The renewal is expected on improved financial terms given Arsenal's enhanced on-field performance.
Why it mattered: This extension demonstrates how commercial partnerships continue despite political controversies when financial value remains strong. Visit Rwanda's global sports strategy expanded this week to include NBA's LA Clippers and NFL's Los Angeles Rams, both owned by Arsenal owner Stan Kroenke's sports empire. The deal supports Rwanda's broader tourism positioning and Formula 1 Grand Prix hosting ambitions while providing Arsenal significant revenue in competitive sponsorship markets.
What you can do if you manage controversial but valuable partnerships:
Develop comprehensive stakeholder communication strategies that address concerns while preserving commercial value
Create partnership extensions that demonstrate clear community benefit and positive impact
Build diversified sponsorship portfolios to reduce dependency on any single controversial partner
If you work in sports tourism or nation branding:
Target multiple properties within single ownership groups to maximize partnership efficiency and visibility
Combine sports partnerships with broader cultural and tourism promotion initiatives
Develop consistent messaging across all sports partnerships to reinforce national branding objectives
What this means going forward: Sports partnerships will continue despite political controversies when commercial value remains high. Countries will increasingly use sports partnerships as comprehensive nation-branding strategies across multiple properties and leagues.
What to Watch For This Week
Partnership Extensions: More brands securing long-term positions in emerging sports segments
Middle East Broadcast Investment: Additional international content partnerships supporting accessibility
European Club Friendlies: More clubs exploring international revenue opportunities during season breaks
African Sports Infrastructure: Franchise development and arena construction accelerating across the continent
Wrapping Up
Last week showcased sports business prioritizing long-term stability through extended partnerships while embracing new geographic markets and structural innovations. Organizations secured multi-year deals in growth segments, Middle Eastern investment supported content accessibility, and leagues restructured for commercial sustainability.
Your potential next moves:
Secure long-term partnerships early - Consider negotiating extensions in high-growth segments before competition intensifies
Explore international revenue opportunities - Look into developing mid-season friendly packages for clubs with scheduling flexibility
Evaluate franchise investment opportunities - Research emerging league markets offering permanent ownership structures
Build comprehensive partnership portfolios - Consider combining multiple properties within ownership groups for maximum efficiency
Address political risks proactively - Develop stakeholder communication strategies for controversial but valuable partnerships
Want help identifying the most appropriate move for your sports organization and implementing it? Contact us at connect@cubopro.com.
Thank you for reading.
Best, Team CUBOPRO