Alessio Santosuosso, Giulia Carnevale
Apr 28, 2025
Key people and transactions shaping the Sports industry
Welcome to our April 29, 2025 edition of the TOP 5 Sports Business News, according to CUBOPRO - your premier source for the latest developments in the sports industry. As we navigate the ever-evolving landscape of sports business, we are committed to providing you with short while insightful analysis of the most impactful events shaping our sector.
Here are the TOP 5 news of the past week according to us:
1. United Soccer League and Gainbridge Announce Historic Naming Rights Partnership of USL Super League
The United Soccer League (USL) and Gainbridge have entered into a groundbreaking multi-year agreement, making Gainbridge the first-ever entitlement partner of a professional soccer league in the United States.
Beginning with the 2025/26 season, the top-tier women’s league will be known as the Gainbridge Super League.
This partnership marks a major milestone for women’s sports, bringing expanded resources, visibility, and opportunities to clubs, players, and communities nationwide.
Gainbridge, an insurtech subsidiary of Group 1001, will also become the Official Annuity Partner of all USL leagues and clubs, further strengthening its commitment to women’s sports and community empowerment.
2. NFL and Adobe Launch AI-Powered Fan Experience Partnership
The National Football League (NFL) and Adobe have announced an expanded global partnership to deliver AI-powered, personalized fan experiences.
Leveraging Adobe Experience Platform and creative tools like Adobe Express and Firefly, the NFL will offer fans unique, interactive content and the ability to remix NFL-themed templates.
This initiative, launched ahead of the 2025 NFL Draft, is part of the NFL Technology Innovation Hub and aims to deepen fan engagement across all platforms and markets by scaling content creation and personalization.
3. Arsenal’s Riccardo Calafiori Becomes Adidas’ First Ever Underwear Ambassador
Arsenal and Italy defender Riccardo Calafiori has been named Adidas’ first-ever underwear ambassador, debuting the brand’s new ‘Active Flex Collection’.
Calafiori’s partnership marks a new direction for Adidas, expanding its athlete collaborations into lifestyle and apparel segments.
The campaign is expected to boost Adidas’ visibility among younger consumers and strengthen its presence in the premium athletic underwear market.
4. Emirates Renews Partnership with Olympique Lyonnais Until 2030
Emirates has extended its shirt sponsorship of Olympique Lyonnais for another five years, ensuring its “Fly Better” logo will remain on all playing jerseys and training kits through the 2029-2030 season.
The renewal includes significant branding across Groupama Stadium, hospitality rights, and continued community engagement initiatives.
Emirates has sponsored the French club since 2020 and will continue to support both the men’s and women’s teams, reinforcing its commitment to French sports and the Auvergne-Rhône-Alpes region
5. Lululemon Teams with the Professional Women’s Hockey League for Apparel Collection
Lululemon has launched its first-ever professional women’s sports league-branded collection in partnership with the Professional Women’s Hockey League (PWHL).
The drop features five to seven of Lululemon’s best-selling, fan-favorite pieces reimagined with PWHL branding.
This collaboration aims to elevate the profile of women’s hockey, provide fans with exclusive merchandise, and strengthen Lululemon’s presence in the fast-growing women’s sports apparel market.
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.
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Best,
Team CUBOPRO