Alessio Santosuosso, Giulia Carnevale
Jun 16, 2025
Key people and transactions shaping the Sports industry
Week: 9-15 June 2025
As part of our commitment to keeping you ahead of the curve, we at CUBOPRO carefully select the most significant sports business stories each week - not only reporting the headlines, but also extracting actionable lessons and future-facing insights for your sports organization’s growth and strategy.
Our goal is to help you anticipate change and apply new thinking to your business.
Here are the TOP 5 stories we believe matter most this week, and why:
1. Betano Named Official South American Partner for FIFA Club World Cup 2025
Betano, the online sports betting brand operated by Kaizen Gaming, has been announced as the official South American partner for the FIFA Club World Cup 2025, building on its previous collaboration with FIFA during the 2022 World Cup.
The month-long, inaugural 32-team tournament will run from June 14 to July 13, 2025, in the United States, featuring top clubs from all six FIFA confederations and culminating in the final at MetLife Stadium in New Jersey.
Betano’s branding will be integrated throughout the competition.
Why we chose this: This partnership demonstrates how sports betting brands are deepening their involvement in global football, leveraging major events for brand visibility and fan engagement.
What you learn from this: Strategic partnerships with major tournaments can elevate brand recognition and foster long-term relationships with governing bodies.
What you can apply: We can help you identify and structure high-impact sponsorships that align with your business goals and maximize exposure at marquee events.
2. DAZN Launches FIFA+ Channel to Power FIFA’s Digital Strategy
DAZN has entered a strategic partnership with FIFA to launch and operate the FIFA+ digital service globally, transforming the way fans access football content.
The new FIFA+ will serve as the “Home of Football” on DAZN’s platform, featuring live matches - including all 63 games of the 2025 FIFA Club World Cup - historic archives, original documentaries, and daily studio shows.
DAZN will also support global content distribution for leagues and member associations, aiming to expand football’s accessibility and engagement worldwide
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Why we chose this: This move is a landmark in the evolution of sports streaming, showing how technology platforms and governing bodies can collaborate to reshape fan experiences and global reach.
What you learn from this: Innovative digital partnerships can unlock new revenue streams and provide fans with immersive, multi-platform experiences.
What you can apply: We can guide your organization in leveraging digital platforms, content partnerships, and fan engagement strategies to drive growth and audience loyalty.
3. Cristiano Ronaldo Named Global Ambassador for Esports World Cup 2025
Cristiano Ronaldo, captain of Al Nassr FC and five-time Ballon d’Or winner, has been named Global Ambassador for the Esports World Cup 2025 (EWC), which will take place in Riyadh from July 7 to August 24, 2025.
The EWC will feature over 2,000 professional players, 200 clubs, 100+ countries, and a record prize pool exceeding $70 million. Ronaldo will lead international media campaigns, participate in promotional activities, and even appear as a playable character in one of the tournament’s headline games.
Why we chose this: This appointment highlights the convergence of traditional sports icons and esports, using celebrity power to attract new audiences and legitimize competitive gaming.
What you learn from this: Celebrity ambassadors can bridge the gap between traditional and digital sports, boosting visibility and credibility for emerging sectors.
What you can apply: We can help you identify influential ambassadors and design campaigns that amplify your brand’s reach across new and existing audiences.
4. Airbnb Strikes Multi-Tournament Partnership with FIFA
Airbnb has announced a three-year partnership with FIFA, becoming the Official Partner for the FIFA Club World Cup 2025, Official Supporter for the FIFA World Cup 2026, and Official Supporter for the FIFA Women’s World Cup 2027.
Airbnb will provide official fan accommodation and exclusive experiences, such as training sessions with football legends, across all three tournaments.
The partnership is expected to welcome hundreds of thousands of guests, generate $3.6 billion in economic impact for host cities during the 2026 World Cup, and support local communities through a $5 million Host City Impact Program.
Why we chose this: This partnership showcases how non-traditional sports sponsors can create value for fans and host communities, blending travel, experience, and sport.
What you learn from this: Cross-industry collaborations can unlock new economic opportunities, enhance the fan journey, and drive positive community impact.
What you can apply: We can advise on building cross-sector partnerships that deliver unique experiences and measurable value for all stakeholders.
5. Content Stadium Partners with Pro League for Future-Proof Content Strategy
Content Stadium, a leading sports content creation and distribution platform, has partnered with the Pro League to deliver a consistent, scalable, and future-proof sports content strategy.
The collaboration will see the Pro League leverage Content Stadium’s tools to streamline content creation, distribution, and employee advocacy.
The platform enables teams and leagues to amplify their message and reach through branded content shared by players, staff, and partners.
Why we chose this: This partnership reflects the growing importance of scalable content solutions and advocacy tools in sports marketing, driving brand reach and engagement.
What you learn from this: Investing in content infrastructure and employee advocacy can significantly enhance brand consistency and audience growth.
What you can apply: We can help you implement scalable content strategies and advocacy programs to maximize your organization’s digital footprint and engagement.
These developments represent significant shifts in the sports business ecosystem, each with the potential to create new opportunities and challenges.
We encourage our clients to consider the strategic implications of these trends on their portfolios and long-term business strategies.
As always, our team stands ready to provide in-depth analysis and tailored advice to help you navigate these exciting changes in the sports business landscape.
If you have questions or would like to discuss about this issue of the newsletter, please feel free to reach out at connect@cubopro.com.
We thank you for reading today.
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Best,
Team CUBOPRO