Sports & Entertainment
Fan engagement, venue tech, and live event innovation.
Featured
Building Stadium Experiences for Everyone
At InfoComm 2026 in Las Vegas, Josh Barney, CEO of the Sports and Entertainment Alliance in Technology (SEAT), stepped off the Spotlight stage after delivering a talk that touched on one of the industry's most pressing shifts: stadiums are no longer built solely around the sports product. They are b
All Articles
USA’s perfect World Cup start and the business case behind the hype
The USMNT won its first two 2026 World Cup matches as co-host. Here is what the momentum means for sponsorship, hospitality, and B2B demand.
As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals
FIFA secures broadcast deals in 220+ territories, embeds creator access into rights frameworks, and strikes a YouTube live-streaming partnership for the 2026 Wo
As the World Cup hits US soil, creator-access clauses move into broadcast rights deals
FIFA's decade-old concession to Fox locked in $485M for rights experts value at up to $1.5B, reshaping how sports media rights are negotiated.
Inside FIFA's $13B World Cup revenue surge
FIFA is set to generate $13 billion in revenue from the 2026 World Cup, leveraging the U.S. market and expanded teams. B2B marketers are eyeing investment, but costs weigh on cities.
Virtual Physical Therapy and the Changing Landscape of Athlete Care
Virtual care is no longer an experiment—it’s a structural shift in healthcare. Telehealth usage remains significantly higher than pre-2020 levels, and providers across disciplines are rethinking how to deliver higher-quality outcomes without the overhead and insurance constraints of traditional clinics. Meanwhile, recreational and endurance sports participation continues to rise, with millions of Americans registering…
The Business of Sports Tourism: How Dallas Converts Sporting Events Into Long-Term Economic Growth
Dallas–Fort Worth is entering its biggest global sports moment in decades. FIFA has confirmed the region will host nine matches at AT&T Stadium (branded as “Dallas Stadium” during the tournament) as part of the expanded 48-team, 104-match 2026 FIFA World Cup. With the group-stage draw now public and local planning accelerating—from stadium upgrades to…
Slow Stories in a Fast League: Why the NBA Still Deserves Real, In-Depth Journalism
In a sports world increasingly defined by short-form clips, social algorithms, and viral takes, long-form storytelling remains a vital counterweight — the place where depth, nuance, and narrative still matter. The NBA, perhaps more than any other league, sits at the center of this tension: every quote can become a meme, every story a highlight…
Coaching Insights: Inside the Relentless Pressure and Changing Realities of Modern College Football
The college football carousel is spinning faster than ever—accelerated by the transfer portal, NIL, and playoff-or-bust expectations. In this environment, staff turnover isn’t just a headline; it’s a human story affecting assistants and families who don’t have eight-figure buyouts. As discussed in this episode, a widely cited estimate suggests a majority of portal entrants…
Alts Innovators: Gennaro Leo on Sports Ownership
Welcome to the second episode in our mini-series on the alternative asset market. Gennaro Leo is a sports executive and the co-founder of Austin Sports Ventures, a firm that partners with venture capital and private equity firms to invest in and operate assets across professional sports leagues, teams, and high-growth technology startups. In this…
Game-Changing Marketing: Why Brands Must Embed Themselves Naturally Into Gaming Experiences
Brands that seamlessly blend into gaming worlds gain competitive advantage while developers unlock new revenue streams without compromising player experience
From Flip Phones to Free-to-Play Empires: How Mobile Gaming Reshaped Business Models, Communities, and Esports
Mobile gaming has quietly become the largest segment of the global gaming industry, generating about $92 billion annually—more than both PC and console games. Yet for decades, many brands and agencies underestimated its reach, focusing instead on arena-filling esports tournaments or blockbuster console titles. With nearly everyone carrying a smartphone, however, mobile has become…
College Football’s AP Poll: Should Voter Rights Be Revoked?
The early weeks of college football are once again putting the AP poll under a microscope, with a controversial ballot sparking debate over voter accountability and the disconnect between initial rankings and on-field performance. At the same time, financial pressures are reshaping both college and pro football, from coaching buyouts to roster strain created by…
Legendary Sports Agent Leigh Steinberg Reveals How Purpose, Trust, and Legacy Redefine Athlete Representation
Amid growing public scrutiny of sports agents and questions around athlete empowerment, few voices carry the weight of lived example like Leigh Steinberg. Known as the inspiration behind Jerry Maguire, Steinberg has redefined what it means to represent athletes with integrity, purpose, and impact. At a time when college athletes are navigating NIL deals…
Unlock The Power of Collective Knowledge at HFMA
Industry leaders gather to share revenue cycle insights and advance healthcare financial management practices
From Metal Cubbies to Smart Lockers: The Rise of Luxury Athlete Spaces
Athletic programs are investing millions in high-tech locker rooms to compete for talent in an increasingly competitive recruitment landscape
Lessons from Gen Z: Why Marketers Need to Adapt to Current Digital Trends
Young audiences are abandoning polished corporate messaging in favor of raw, authentic storytelling that builds genuine connections with brands
What Super Bowl 59 Taught Us About UGC
Fan-created content became the heartbeat of Super Bowl 59, revealing how brands can harness real experiences to amplify their reach
Super Bowl Security Playbook: What the Chiefs, Eagles, and Top Defenses Get Right
Elite teams apply the same defensive intelligence to game day safety as they do to winning plays
The Framework Series – Episode 2: VTO
Structured operational systems help leadership teams align priorities and accelerate sustainable growth beyond what unguided scaling can achieve
Performance Coaching – Episode 6: Thank You
Deliberate preparation and self-awareness separate high performers from the rest, whether on stage or in the boardroom
Eric Dickerson Turns Career Struggles into Lessons for Young Players
A Hall of Famer shares how setbacks on and off the field became the foundation for mentoring the next generation of athletes
When Sports Meets Business Strategies: How A Former NFL Player Became A Success In The World Of Business
Retirement from professional sports leaves most athletes broke, yet some build thriving businesses by applying competitive discipline and teamwork lessons to en
What Makes the Perfect Driving Range? Standard Golf’s Vice President Matt Pauli Breaks It Down
The overlooked design choices that transform a golf range from functional to exceptional
New to MarketScale?
MarketScale is the B2B media platform Sports & Entertainment companies use to publish their own experts. The coverage above is produced on it. Want the overview?