Opinion

The sports industry has weathered every technological disruption thrown at it. TV didn’t kill stadiums, the internet didn’t kill broadcasts, and streaming didn’t kill linear deals. Each wave instead redistributed value and forced organizations to rethink what they were selling and to whom. Those tha...

Streaming is no longer a fast-growing category within the broader realm of TV viewing. It is increasingly the main way people watch. Consider:

The 2026 FIFA World Cup will be the biggest commercial event in American soccer history.

What’s the best live event you’ve ever attended?

Today’s arenas are no longer simply places to watch games. They are live commercial environments built to connect fans, reduce friction, and convert real-world moments into measurable outcomes. The current business opportunity lies in generating revenue from direct connections with fans and from uni...

A few years ago, we had a front-row seat to something most executives in the sports industry get wrong. Springbok Analytics, a company we worked with at Three Horizons, had built a platform that used MRI scans to analyze muscle health. The technology emerged from neuromuscular disease research at th...

FIFA takes on a Darth Vader role with World Cup ticket snafus.

The cover of “Moments,” the new book by former A’s owner Lew Wolff, shows him at the plate, swinging a bat recreationally. It’s an appropriate cover, because the well-liked former owner takes a few swings along the way through this breezy read. Wolff positions it as a personal recollection of moment...

As my 2025-26 term as president of the National Association of Collegiate Directors of Athletics (NACDA) comes to a close, I find myself reflecting on an era of unprecedented transformation. Driven by the realities of the House settlement, revenue sharing, NIL legislation, and the transfer portal, t...

With one week until the start of the FIFA World Cup 2026 across the U.S., Mexico, and Canada, host cities are being rapidly reconfigured into temporary, high-density media ecosystems. FIFA is projecting more than 5 million attendees across matches and related activations, underscoring the scale at w...