Alessio Santosuosso, Giulia Carnevale
Jul 14, 2025
Key people and transactions shaping the Sports industry
CUBOPRO Weekly Sports Business Playbook
Published: 15 July 2025 | Spotlighting Developments from 7 – 13 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, why they matter and how we can help you seize the opportunity.
1. PSG × Talon 2.0: Qatar Airways on the Jersey
What happened
Paris Saint-Germain Esports and Talon renewed their League of Legends partnership, re-launching PSG Talon for the 2025 season.
Global carrier Qatar Airways joins as front-of-jersey sponsor, debuting in the new League of Legends Championship Pacific (LCP).
Why it matters A tier-one airline backing an esports roster signals growing mainstream confidence in competitive gaming across Asia. The unified LCP offers a larger commercial stage and fresh media inventory.
What you can apply (and how we can help)
Pair traditional-sports credibility with esports reach to unlock new B2B categories.
Use league restructures to renegotiate sponsorship tiers and assets.
Activate travel partners around fan hospitality and experience packages.
2. Roshn Group Joins LIV Golf as Global Pillar Partner
What happened
Saudi real-estate developer Roshn Group signed a multi-year agreement covering 19 international LIV Golf events through 2026.
The deal launches “Rising Stars,” mentoring 20 young Saudi golfers and integrating sustainability initiatives.
Why it matters Long-term Saudi investment secures LIV Golf’s growth while embedding youth development and ESG goals that resonate with fans and regulators alike.
What you can apply
Build grassroots or pathway programs into sponsorships for deeper social impact.
Leverage real-estate partners for venue upgrades and premium hospitality zones.
Align sustainability pledges with measurable community outcomes.
3. Chelsea & Fanatics Expand From E-Commerce to Co-Creation
What happened
Chelsea FC extended and deepened its global partnership with Fanatics, granting expanded design and manufacturing rights.
A revamped online store uses AI for personalization, faster checkout and global reach.
Why it matters Owning both platform and production lets clubs react to cultural moments in real time, boosting order value and fan satisfaction worldwide.
What you can apply
Audit your supply chain for rapid product drops tied to on-field moments.
Integrate AI merchandising tools to tailor storefronts by region and user behavior.
Treat e-commerce partners as creative collaborators, not just distributors.
4. Revolut Partners With Como 1907 for Banking and FX
What happened
Fintech super-app Revolut became Global Banking and FX Partner of Serie B club Como 1907.
Revolut Business will handle club payments and transfers, while Revolut Pay integrates into ticketing and merchandise platforms.
Why it matters Fintech integrations streamline back-office operations and add fan perks such as one-click checkout and exclusive ticket access, raising efficiency and loyalty without heavy capital spend.
What you can apply
Partner with fintechs to reduce international transfer fees and improve transparency.
Embed digital payments to enhance fan engagement and data capture.
Offer app-based benefits to grow both supporter and user bases.
5. Spotify Powers the Soundtrack of Esports World Cup 2025
What happened
Spotify became official audio partner of the 2025 Esports World Cup in Riyadh.
The partnership creates an EWC Music Hub with curated playlists and live performances, including a headline show by Post Malone at the opening ceremony.
Why it matters Music-gaming crossovers deepen fan immersion and introduce new sponsorable assets from original tracks to backstage content, opening incremental revenue streams.
What you can apply
Embed music platforms into event apps for continuous engagement before, during and after competitions.
Co-produce theme songs or artist collaborations to extend your brand narrative.
Track playlist engagement to refine demographic targeting for future campaigns.
In Closing
Last week’s developments point to three winning plays:
Cross-sector alliances (airlines, fintech, music) expand both audience and asset value.
Technology-driven personalization from AI merchandising to embedded payments boosts revenue and loyalty.
Purpose-led programs (youth golf, sustainability) future-proof sponsorships and enhance public trust.
Ready to turn these insights into action? Contact us at connect@cubopro.com.
Thank you for reading.
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Best, Team CUBOPRO