Alessio Santosuosso, Giulia Carnevale
Oct 13, 2025
Key people and transactions shaping the Sports industry
What Last Week Meant (6 – 12 October 2025)
Last week demonstrated sports business embracing technological transformation while expanding into new geographic territories and cementing player wealth milestones. International event hosting evolved beyond traditional boundaries. AI integration reached Olympic-scale ambitions. Multi-club ownership models accelerated across Europe.
BIG TRENDS: Technology partnerships driving Olympic innovation - International event hosting expanding eastward - Multi-club ownership consolidating markets
1. Giro d'Italia Confirmed Bulgarian Start for 2026
What happened: RCS MediaGroup president Urbano Cairo officially confirmed that the 2026 Giro d'Italia will begin in Bulgaria, marking the most easterly Grande Partenza in the race's 109-edition history. The three opening stages will span multiple Bulgarian regions from May 9-31, 2026, with the race likely starting in capital Sofia before transferring to Italy after an additional travel day. Bulgaria outperformed several other countries bidding to host the prestigious cycling event.
Why it mattered: This represents cycling's continued geographic expansion beyond Western Europe to tap new tourism markets and host country investment. Tourism Minister Miroslav Borshosh emphasized the "transformative event" status, projecting significant enhancement of Bulgaria's international visibility and tourism appeal. The eastern European start follows recent Giro launches in Hungary (2022) and Albania (2025), demonstrating organizers' strategy to reach untapped markets while boosting Italian export opportunities.
You manage international sporting events:
Develop bidding processes that encourage competitive offers from emerging tourism markets
Create event packages that demonstrate measurable economic impact for host countries
Structure hosting deals that provide extensive regional exposure beyond single-city starts
You work in sports tourism or destination marketing:
Target major international sporting events seeking new geographic markets for expansion
Develop comprehensive hosting proposals that combine infrastructure, logistics, and tourism promotion
Build relationships with event organizers exploring non-traditional host locations
What this means going forward: More major sporting events will expand into Eastern Europe and emerging markets for geographic diversification. Tourism authorities will increasingly bid for international event hosting rights to enhance destination recognition globally.
2. NBA Returned to China Through Alibaba Cloud AI Partnership
What happened: NBA China announced a multi-year partnership with Alibaba Cloud, making the tech giant the official cloud computing and AI partner as the league returned to China after six years. The collaboration debuts during NBA China Games 2025 in Macau, featuring proprietary AI models based on Alibaba's Qwen series to provide personalized content including real-time highlights, historical data, and interactive discussions for Chinese fans.
Why it mattered: This partnership marks NBA's cautious re-entry into its largest international market following the 2019 Hong Kong controversy that led to Chinese broadcast bans. Alibaba's involvement signals Chinese government approval while providing technological infrastructure for fan engagement including Real-Time 360 Replay Solutions and AI-powered visual enhancements. The deal leverages Joe Tsai's dual role as Alibaba Group Chairman and Brooklyn Nets owner to facilitate relationships.
You manage international sports expansion:
Partner with domestic technology leaders in key markets to demonstrate local commitment and facilitate government relations
Develop AI-powered fan engagement tools specifically tailored to regional preferences and platforms
Create partnerships that combine technology infrastructure with content localization for authentic market penetration
You work in sports technology or AI applications:
Target sports organizations seeking to re-enter complex international markets after diplomatic challenges
Build specialized AI models that integrate sports content with regional digital ecosystems
Develop immersive viewing technologies that enhance live sports experiences through cloud computing
What this means going forward: More international sports leagues will use AI partnerships to navigate complex geopolitical markets. Technology integration will become essential for authentic local market re-entry after diplomatic disruptions.
3. Burnley Owner ALK Capital Completed Espanyol Takeover
What happened: ALK Capital's sports investment arm Velocity Sports Partners completed the acquisition of 99.66% of Spanish club Espanyol for €130 million, creating the latest multi-club ownership model in European football. Former Espanyol owner Rastar Group received €65 million cash plus €65 million in VSP shares, maintaining involvement through a 16.45% stake in Velocity Sports Limited with board representation rights.
Why it mattered: This acquisition makes Burnley the latest Premier League club to adopt multi-club ownership, following Manchester City's ownership of Girona and potential FSG interest in Getafe. ALK Capital chairman Alan Pace emphasized "stewardship not ownership," promising both clubs will maintain independent operations, identities, and decision-making processes. The deal includes NFL star JJ Watt's involvement as minority investor, extending his Burnley stake to Espanyol.
You manage football club acquisitions:
Structure multi-club deals that preserve local identity while enabling shared resources and expertise
Develop acquisition models that retain former ownership involvement to maintain institutional knowledge
Create governance frameworks that demonstrate independence while facilitating strategic coordination
You work in multi-club ownership development:
Target clubs in complementary leagues that offer different competitive calendars and development pathways
Build ownership structures that accommodate minority investor participation across multiple properties
Design operational models that respect local traditions while maximizing commercial synergies
What this means going forward: Multi-club ownership will continue expanding across European football as investment groups seek portfolio diversification. Successful models will emphasize local stewardship while enabling strategic resource sharing.
4. Google Became LA28 Olympics Official Cloud and AI Partner
What happened: Google joined LA28 as a Founding Partner, becoming the official cloud provider for the 2028 Los Angeles Olympic and Paralympic Games with comprehensive AI integration across fan experiences, athlete analytics, and operational management. The partnership includes enhanced Google Search features, Gemini AI tools, and cloud infrastructure to support over 70,000 volunteers while delivering personalized experiences for millions of fans through NBCUniversal's coverage.
Why it mattered: This represents the most extensive technology integration in Olympic history, positioning LA28 as the first AI-powered Games through Google's consumer and enterprise solutions. The partnership extends beyond traditional sponsorship to fundamental operational infrastructure, supporting Team USA athlete performance analysis and creating new fan engagement models through YouTube content partnerships with NBCUniversal. Google becomes LA28's fifth Founding Partner alongside Starbucks, Honda, Comcast, and Delta.
You manage major sporting event technology:
Develop comprehensive technology partnerships that integrate consumer experiences with operational infrastructure
Create AI applications that enhance both athlete performance analysis and fan engagement simultaneously
Structure partnerships that provide measurable value to multiple stakeholders including broadcasters and national teams
You work in Olympic or major event planning:
Partner with technology companies that offer complete ecosystem solutions rather than single-point applications
Build volunteer and workforce management systems that can scale to handle tens of thousands of participants
Design fan experiences that seamlessly integrate with broadcast coverage and social media platforms
What this means going forward: Future Olympic Games will prioritize comprehensive AI integration from planning through execution. Technology partnerships will become foundational to event operations rather than supplementary sponsorships.
5. Cristiano Ronaldo Became Football's First Billionaire
What happened: Cristiano Ronaldo achieved billionaire status with an estimated net worth of $1.4 billion, according to Bloomberg Billionaires Index, making him the first footballer to reach this milestone. His June 2025 contract extension with Saudi club Al-Nassr contributed over $400 million tax-free, while career earnings exceeded $550 million from 2002-2023, supplemented by nearly $18 million annually from Nike and $175 million from additional endorsements including Armani and Castrol.
Why it mattered: This milestone places Ronaldo among elite billionaire athletes including Michael Jordan, Roger Federer, LeBron James, and Tiger Woods, demonstrating football's commercial potential at the highest level. Unlike peers whose wealth comes primarily from investments or business ventures, Ronaldo's fortune derives mainly from playing contracts and endorsements, highlighting his unique earning power as an active athlete. His 665 million Instagram followers represent unprecedented social media reach for athlete marketing.
You manage athlete commercial partnerships:
Develop long-term endorsement strategies that extend beyond active playing careers into ownership opportunities
Create partnership agreements that include equity stakes in clubs or related business ventures
Build comprehensive brand portfolios that span multiple industries and geographic markets
You work in sports marketing or athlete representation:
Focus on athletes with exceptional social media reach and global recognition for maximum partnership value
Structure deals that provide tax-efficient income streams, particularly in favorable jurisdictions
Develop business ventures that leverage athlete personal brands into sustainable long-term revenue streams
What this means going forward: More elite athletes will pursue billionaire status through strategic contract negotiations and business investments. Saudi Arabian sports investment will continue attracting top global talent with unprecedented financial packages.
What to Watch For This Week
Eastern European Sports Hosting: More major events exploring non-traditional geographic markets
AI Sports Applications: Additional leagues partnering with technology giants for fan engagement innovation
Multi-Club Acquisitions: European football ownership consolidation accelerating across leagues
Olympic Technology Integration: LA28 partnerships setting new standards for major event digital experiences
Wrapping Up
Last week showcased sports business embracing technological transformation while expanding geographic boundaries and achieving individual wealth milestones. Organizations successfully integrated AI partnerships, explored new international markets, and completed strategic acquisitions that balance local identity with global ambitions.
Your potential next moves:
Explore non-traditional hosting markets - Consider bidding processes that target emerging tourism destinations seeking international recognition
Develop comprehensive AI partnerships - Look into technology relationships that enhance both operational efficiency and fan engagement experiences
Evaluate multi-club opportunities - Research acquisition models that preserve local identity while enabling strategic resource sharing
Build Olympic-scale technology integration - Consider partnerships that provide complete ecosystem solutions rather than single-point applications
Create athlete billionaire pathways - Develop long-term commercial strategies that extend beyond active careers into ownership and business ventures
Want help assessing the implementation of these moves?
Contact us at connect@cubopro.com
Best, Team CUBOPRO