Alessio Santosuosso, Giulia Carnevale
Sep 15, 2025
Key people and transactions shaping the Sports industry
Published: 15 September 2025 | What Happened from 8 – 14 September 2025
What Last Week Meant
Last week showed sports organizations prioritizing security, expanding internationally, and creating premium experiences. Women's sports gained major broadcast investment. Technology partnerships deepened beyond vendor relationships. Premium hospitality evolved with local flavor.
BIG TRENDS: Women's sports broadcasting boom - Cybersecurity becoming essential - International expansion accelerating
1. Whoopi Goldberg's AWSN Launched First Women's Sports Channel in Saudi Arabia
What happened: All Women's Sports Network (AWSN), co-founded by Whoopi Goldberg, launched the first 24-hour women's sports channel in Saudi Arabia. The "SSC AWSN" channel streams via MBC Shahid platform and features the Saudi Women's Premier League, UEFA women's competitions, and international leagues. The channel launched alongside the 2025-26 Saudi Women's Premier League season with matches broadcast domestically and globally for the first time.
Why it mattered: This marked a transformative moment for women's sports in Saudi Arabia, where girls were banned from sports in public schools until 2017 and women couldn't enter arenas until 2018. AWSN reaches over 1 billion homes globally through platforms like Amazon Prime Video, Pluto TV, and SuperSport. The Saudi Women's Premier League now includes players from over 20 nationalities, demonstrating rapid international growth.
What you can do if you manage women's sports properties:
Partner with streaming platforms specifically focused on women's sports content
Time major announcements with season launches for maximum impact
Create content packages that work for both domestic and international audiences
If you work in Middle Eastern sports development:
Position your women's teams for international broadcast partnerships
Develop relationships with specialized women's sports networks
Use successful women's leagues as showcases for broader sports investment
What this means going forward: More regions will create dedicated women's sports broadcasting. Specialized networks will drive higher valuations for women's sports rights globally.
2. West Ham United Deepened Cybersecurity Partnership with Salus
What happened: West Ham United extended its multi-year partnership with Salus, achieving a 30% annual reduction in cyber vulnerabilities and 40% faster remediation since 2024. The expanded deal includes alignment with NIST Cybersecurity Framework standards and increased visibility through LED advertising at London Stadium. Salus will intensify penetration testing, policy development, and infrastructure upgrades across all club departments.
Why it mattered: This represents sports organizations treating cybersecurity as core infrastructure rather than optional protection. West Ham positions itself as an early adopter of leading regulatory standards while cyber threats increasingly target sports organizations. The partnership enables international expansion by ensuring robust digital security frameworks.
What you can do if you manage a sports organization's digital operations:
Conduct annual cyber vulnerability assessments with measurable KPIs
Align security protocols with internationally recognized frameworks like NIST
Make cybersecurity partnerships visible to demonstrate organizational maturity
If you handle partnerships for your sports property:
Integrate security partners into matchday branding and digital platforms
Use successful security metrics as marketing tools for business growth
Create partnerships that support both operational needs and revenue generation
What this means going forward: Cybersecurity partnerships will become standard for professional sports organizations. Regulatory compliance will drive partnership decisions beyond traditional sponsorship categories.
3. 49ers Became First NFL Team with UAE Partnership Through Cisco
What happened: The San Francisco 49ers announced Cisco as their first international partner in the UAE, marking the NFL's first-ever team partnership in the region. The collaboration focuses on youth development through flag football programs, working with community supporters and the UAE's largest school districts including GEMS Education. The partnership aims to grow American football participation and engage new fans across the Middle East.
Why it mattered: This breaks new ground for NFL international expansion, moving beyond London and Mexico into the Middle East market. The partnership leverages Cisco's technology infrastructure presence in the UAE to support grassroots sports development. The timing aligns with increased Middle Eastern investment in global sports properties.
What you can do if you manage international expansion for your sports organization:
Partner with technology companies that have established local market presence
Focus on youth development programs to build long-term fan bases in new territories
Create partnerships that serve both business and community development objectives
If you work for a US sports league exploring international markets:
Use corporate partnerships to navigate complex international market entry
Develop region-specific programs rather than exporting existing models
Build relationships with educational institutions for sustainable growth
What this means going forward: More NFL teams will establish direct international partnerships. The UAE will become a key market for American sports league expansion.
4. NBA Acquired Stake in Streaming Technology Partner MediaKind
What happened: NBA Investments took an undisclosed stake in MediaKind while extending their multi-year streaming partnership. MediaKind will continue managing live streams for NBA League Pass, handling hundreds of content feeds from arenas across North America. The investment gives the NBA direct influence over technological development and business strategies at the streaming company.
Why it mattered: This represents leagues moving beyond vendor relationships to strategic technology ownership. MediaKind's cloud-based video compression ensures synchronized shot clocks, dynamic ad insertion, and seamless blackout management. With every nationally televised NBA game now available on streaming platforms (Prime Video, Peacock, ESPN), the partnership becomes critical infrastructure.
What you can do if you run digital operations for your sports league:
Evaluate strategic investments in critical technology partners beyond standard contracts
Focus on partnerships that enable both operational excellence and revenue optimization
Develop direct influence over technology roadmaps that affect fan experience
If you manage media rights for your sports organization:
Create technology partnerships that support multiple distribution strategies simultaneously
Invest in companies whose success directly correlates with your growth
Build relationships that go beyond service provision to strategic collaboration
What this means going forward: Sports leagues will increasingly take ownership stakes in essential technology providers. Streaming infrastructure will become as valuable as content rights.
5. AS Monaco Created Craft Beer VIP Experience with Blue Coast
What happened: AS Monaco partnered with local craft brewery Blue Coast through 2027 to create "Le Pub by Blue Coast" at Stade Louis-II. The VIP space features English pub atmosphere with historic European match pennants and iconic Monaco photographs. Blue Coast will supply all beers to hospitality lounges while the pub offers premium clients a relaxed alternative to traditional VIP experiences.
Why it mattered: This shows sports hospitality evolving toward authentic local experiences rather than generic luxury. The partnership leverages Monaco's international identity while incorporating French Riviera craft brewing heritage. The pub concept appeals to hospitality clients seeking authenticity over formal dining experiences.
What you can do if you manage hospitality for your sports venue:
Partner with local businesses that reflect your region's authentic culture
Create diverse hospitality options that cater to different client preferences
Use venue partnerships to showcase your organization's history and achievements
If you handle premium experiences for your sports organization:
Design spaces that tell your club's story through authentic local partnerships
Combine traditional hospitality with contemporary local business collaboration
Create experiences that work for both business entertainment and casual fan engagement
What this means going forward: Sports hospitality will increasingly feature authentic local partnerships. Craft beverages and artisanal experiences will compete with traditional luxury offerings.
What to Watch For This Week
Women's Sports Investment: More specialized broadcasting deals for women's leagues
Cybersecurity Standards: Sports organizations adopting formal security frameworks
Technology Ownership: Leagues investing in critical infrastructure companies
International Partnerships: More direct team partnerships in emerging markets
Wrapping Up
Last week demonstrated sports organizations becoming more sophisticated in their partnerships and investments. They're securing infrastructure through cybersecurity, expanding internationally through technology partners, investing directly in streaming companies, and creating authentic premium experiences. The best strategy: treat partnerships as strategic investments, prioritize security as core infrastructure, and create authentic experiences that reflect local culture.
The big idea: Sports organizations must become strategic investors in their critical partnerships, moving beyond traditional vendor relationships to ownership and influence in companies that drive their success.
Want help with these ideas? Email us at connect@cubopro.com.
Thank you for reading.
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Best, Team CUBOPRO