Alessio Santosuosso, Giulia Carnevale
Jul 7, 2025
Key people and transactions shaping the Sports industry
CUBOPRO Weekly Sports Business Playbook
Published: 7 July 2025 | Spotlighting Developments from 30 June – 6 July 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. College Hoops Set for a Digital Comeback: EA Sports & 2K Tease New Titles
What happened:
EA Sports and 2K Games both hinted at a revival of college basketball video games, a genre that has been dormant since 2009 due to licensing and legal complexities.
EA Sports dropped cryptic teasers on social media, sparking speculation about a new NCAA basketball game.
2K responded with its own hints, suggesting that it, too, is preparing to re-enter the college basketball space.
The renewed interest is fueled by recent changes in player name, image, and likeness (NIL) rules, making it easier for publishers to secure athlete rights and create authentic experiences.
Why it matters: The return of college basketball games could reshape the sports gaming landscape, boost fan engagement, and unlock new commercial opportunities - especially as player likeness rights evolve.
What you can apply (and how we can help you achieve it):
Reassess your digital licensing and athlete engagement strategies.
Explore partnerships with gaming publishers to expand your brand’s digital footprint.
Leverage the renewed interest in college sports to create interactive fan experiences.
2. Aramco Deepens Esports Commitment with Multi-Year Esports World Cup Deal
What happened:
The Esports World Cup Foundation announced a multi-year renewal and expansion of its partnership with Aramco, extending the relationship for at least three more years.
Aramco will continue as the title partner of the Aramco SIM Arena, a centerpiece of the Esports World Cup, and will introduce new motorsport-themed activations.
The partnership includes innovative fan engagement initiatives, such as interactive racing simulations, STEM education programs, and sustainability-focused content at the 2025 event in Riyadh.
Aramco’s increased investment signals a growing trend of major energy brands leveraging esports to connect with younger, tech-savvy audiences.
Why it matters: Major energy brands are doubling down on esports, using immersive experiences to connect with younger audiences and drive innovation in digital sports.
What you can apply (and how we can help you achieve it):
Evaluate how your brand can use experiential marketing and esports partnerships to reach new demographics.
Develop interactive activations that blend physical and digital experiences.
Track the impact of sponsorships on brand perception and fan loyalty.
3. Barça Vision & Qloo: AI-Powered Global Fan Insights
What happened:
FC Barcelona’s Barça Vision division selected Qloo, a leading AI-powered cultural intelligence platform, as its official data provider.
Qloo’s technology will analyze global fan preferences, behaviors, and trends, enabling Barça Vision to deliver personalized digital experiences and targeted marketing campaigns.
The partnership is part of FC Barcelona’s broader strategy to use artificial intelligence and data analytics to drive international growth, deepen fan engagement, and identify new commercial opportunities.
Initial projects include mapping fan sentiment across different regions and optimizing content delivery for diverse audiences.
Why it matters: Harnessing AI for deep audience insights is now a competitive necessity. Clubs that understand and anticipate fan needs can personalize experiences and unlock new revenue streams.
What you can apply (and how we can help you achieve it):
Invest in AI-driven analytics to segment and engage your fanbase more effectively.
Use data to inform content, campaigns, and product development.
Collaborate with tech partners to accelerate your digital transformation.
4. PepsiCo Returns as Main Partner for Esports World Cup 2025
What happened:
PepsiCo renewed its partnership with the Esports World Cup, returning as the main sponsor for the 2025 edition.
Both Pepsi and Mountain Dew brands will feature prominently, with immersive fan zones, large-scale product sampling, and exclusive co-branded digital content.
The partnership includes collaborations with top esports creators and players, as well as on-site activations designed to enhance the fan experience.
PepsiCo’s renewed commitment reflects its broader strategy of investing in gaming and esports as key platforms for global brand engagement.
Why it matters: Consumer brands are investing heavily in esports, viewing it as a prime channel for global engagement and experiential marketing.
What you can apply (and how we can help you achieve it):
Identify opportunities for brand integration within esports and gaming events.
Design activations that offer tangible value and memorable experiences for fans.
Measure ROI through engagement metrics and brand lift studies.
5. Nike Joins Team Visma | Lease a Bike as Official Sportswear Supplier
What happened:
Nike has signed on as the exclusive sportswear supplier for Team Visma | Lease a Bike, one of the world’s top cycling teams.
The deal covers all off-bike apparel for riders and staff, including travel, podium, and leisurewear, and is set to debut during the team’s 2025 campaign.
The partnership emphasizes shared values around performance, innovation, and sustainability, and is expected to boost merchandise sales and global brand visibility for both parties.
Nike will collaborate with the team on special edition collections and fan-focused merchandise drops.
Why it matters: Strategic apparel partnerships can elevate a team’s brand, drive merchandise sales, and foster deeper connections with fans.
What you can apply (and how we can help you achieve it):
Pursue partnerships with brands that align with your mission and audience.
Leverage apparel collaborations for premium merchandise and fan engagement.
Use new partnerships to amplify your story and reach new markets.
In Closing: This week’s developments highlight the accelerating convergence of technology, data, global partnerships, and experiential marketing in sports business. The playbook is clear: harness innovation, deepen fan understanding, and activate partnerships that drive both purpose and 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