Alessio Santosuosso, Giulia Carnevale
Nov 17, 2025
Key people and transactions shaping the Sports industry
What Happened Last Week?
Sports leagues and brands made significant moves that signal where the industry is heading:
Professional women’s competitions are expanding into new markets.
Global sports brands are integrating digital fitness into motorsports experiences.
Women’s sports infrastructure is finally receiving design-first investment.
Elite athletes are backing grassroots youth development platforms.
Women’s football is introducing venue standards that address gender-specific needs.
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League One Volleyball Expands to Minnesota, Targeting Eighth Franchise for 2027
What happened: League One Volleyball (LOVB) announced on November 13, 2025, that it will expand to Minnesota with a professional women’s volleyball team debuting in January 2027. This marks the league’s eighth franchise and second expansion announcement in two months.
LOVB Minnesota will join existing teams in Atlanta, Austin, Houston, Madison, Nebraska, and Salt Lake City, alongside the Los Angeles franchise led by Alexis Ohanian and Serena Williams, also launching in 2027.
Minnesota was chosen for its strong volleyball infrastructure, including the University of Minnesota’s NCAA powerhouse program and LOVB’s partnerships with youth clubs Kokoro Volleyball and M1 Volleyball, which train over 680 young athletes annually.
Why it mattered: This expansion reflects LOVB’s grassroots-to-professional pipeline strategy, creating a sustainable talent ecosystem that keeps American players domestic. Minnesota ranks fourth nationally in girls’ high school volleyball participation, with 17,000 athletes across 450 programs.
LOVB’s inaugural 2025 season featured six teams and drew 1.1 million viewers for its finals, with all matches sold out. The 2026 season expanded to 20 regular-season matches, up from 16 in year one. LOVB also manages 70+ youth clubs nationally, serving 24,000 players across 2,200 teams.
Action Points:
Expand into markets with strong collegiate traditions and grassroots participation.
Connect youth clubs to professional opportunities within single markets.
Align expansion timelines with league growth while maintaining athlete development quality.
What’s next: Women’s professional leagues will continue expanding into underserved markets using grassroots infrastructure as validation. Volleyball will compete with soccer, basketball, and hockey for media attention and sponsorship dollars.
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NWSL Announces Atlanta as 17th Team, Targets 18th Franchise by 2028
What happened: The National Women’s Soccer League awarded Atlanta its 17th franchise, set to debut in 2028 at Mercedes-Benz Stadium with a 28,000-seat capacity. Arthur Blank paid a record $165 million expansion fee—up from $110 million for Denver and Boston—reflecting rising valuations.
Blank’s investment includes a dedicated training facility and seed funding for the NWSL Foundation, focused on research and innovation in women’s athlete performance and health.
Why it mattered: The NWSL is shifting from batch expansion rounds to rolling admissions, allowing more strategic growth. Atlanta’s soccer ecosystem and Blank’s dual ownership of NFL and MLS teams provide operational synergies.
Action Points:
Structure rolling admission processes for flexible expansion.
Position bids around market validation and infrastructure readiness.
Leverage multi-sport ownership for operational efficiency.
What’s next: Expansion fees will keep climbing—$200M+ for global brand cities is likely. Rolling admissions will accelerate growth while controlling market saturation.
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Peloton Becomes Official Fitness Partner of Formula 1 Las Vegas Grand Prix
What happened: Peloton announced its partnership with the Formula 1 Heineken Las Vegas Grand Prix, offering exclusive fitness programming and trackside experiences during race week at the Wynn Las Vegas.
Peloton instructors will host live classes at the Awakening Theatre, and fans can join workouts before content is released globally. Virtual runs and cycling workouts along the Las Vegas Street Circuit will also be available on the Peloton app.
Why it mattered: This partnership moves beyond sponsorship into immersive experiences, engaging both event attendees and Peloton’s 2M+ subscribers worldwide.
Action Points:
Develop fitness partnerships that create dual engagement—live and digital.
Position wellness collaborations as lifestyle integrations, not just branding.
What’s next: Expect more fitness brands to embed digital experiences into major sporting events.
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WSL Football Unveils World-First Elite Women’s Stadium Design Guidelines
What happened: The Women’s Super League introduced comprehensive stadium design guidelines addressing gender-specific needs—changing facilities, toilet ratios, accessibility, fan experience, and sustainability.
Key recommendations include:
Toilet ratios shifting from 80:20 (male:female) to 45:45 with 10% gender-neutral.
Menstruation provisions in changing areas.
Family toilets, breastfeeding rooms, sensory spaces, safe travel routes, and improved disabled access.
Renewable energy systems and climate resilience measures.
Why it mattered: Historically, stadiums were designed for men. These guidelines prioritize women’s experience and sustainability, setting a new industry benchmark.
Action Points:
Adopt gender-responsive design standards for new venues.
Integrate climate resilience as a core principle.
Consult athletes and fan communities during planning.
What’s next: Purpose-built women’s stadiums will become a competitive advantage for attracting sponsors and fans.
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LeBron James and Kevin Durant Invest in Youth Basketball Platform Made Hoops
What happened: Made Hoops secured its first outside investment from LRMR Ventures (LeBron James), SC Holdings, and 35V (Kevin Durant). Funds will expand events, media, and training facilities, including a player development center in NYC modeled after European academies.
Why it mattered: Athlete-led investment is reshaping grassroots sports, blending commercial growth with nonprofit initiatives for equitable access.
Action Points:
Position grassroots platforms as infrastructure investments.
Combine for-profit operations with nonprofit scholarship arms.
Preserve founder control while attracting institutional capital.
What’s next: Expect more elite athletes to invest in youth sports infrastructure through family offices and investment vehicles.
What to Watch This Week
Women’s leagues evaluating new expansion markets.
More governing bodies adopting gender-responsive stadium guidelines.
Athlete-led investments in youth platforms accelerating.
Fitness brands deepening ties with global sporting events.
Construction timelines for dedicated women’s stadiums and training facilities.
Your Next Moves:
Expand women’s leagues into grassroots-validated markets.
Shift to rolling expansion processes for flexibility.
Integrate digital fitness into premium events.
Establish gender-responsive facility standards.
Fund hybrid grassroots platforms through athlete-led investment.
Need help implementing these strategies? Email us at connect@cubopro.com.
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Best, Team CUBOPRO