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MarketScale Sports & Entertainment 12/14: The Art of Growth

The right environment is essential if you want something to grow. Plants need fertile soil, sun, and water to grow and maintain health. Today’s episode of the MarketScale Sports & Entertainment podcast focuses on growth, both in a horticultural and business sense. Allen Reed, Director of Stadium Grounds for Toyota Stadium joins the podcast…

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The right environment is essential if you want something to grow. Plants need fertile soil, sun, and water to grow and maintain health. Today’s episode of the MarketScale Sports & Entertainment podcast focuses on growth, both in a horticultural and business sense. Allen Reed, Director of Stadium Grounds for Toyota Stadium joins the podcast to talk about the art of growing grass and keeping a consistent playing surface, come hell or high water.

We also catch up with Johnathon Angers of Ngage eSports to talk about the massive growth of eSports and how the music industry is getting involved.

Why the Grass is Actually Greener at Toyota Stadium

Talk to anyone about going to a sporting event, and chances are they’ll mention the smell of the food, the crack of the bat or the roar of the crowd. In many cases, they’ll also talk the vivid green color of the grass. Today we talk to someone who is responsible for keeping that grass in perfect condition, regardless of the wear and tear it endures on a regular basis.

Allen Reed is the Director of Stadium Grounds for Toyota Stadium in Frisco, TX. He joins the podcast to explain the process that goes into keeping the field pristine, some of the tricks of the trade and the challenges he faces on a daily basis.

The Music Industry & eSports: A Match Made in Heaven?

As the world of eSports continues to grow towards becoming a billion dollar business, it has found itself increasingly crossing paths with the music industry. Scott Sidway spoke with Johnathon Angers of Ngage Esports about not only the growth of the sport in general, but how and why artists and record labels are taking an interest.

Angers discusses musicians’ interest live streaming, performances at major eSports events, and even why some have taken ownership in some eSports teams.

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Building Stadium Experiences for Everyone

Building Stadium Experiences for Everyone

At InfoComm 2026 in Las Vegas, Josh Barney, CEO of SEAT, discussed the evolving nature of stadium experiences. He emphasized the shift from sports-centric design to creating multi-purpose venues. This transformation aims to enhance audience engagement and cater to diverse entertainment demands.

  • 01Stadiums are evolving from sports-centric designs to multi-purpose venues.
  • 02Audience engagement is a key focus in modern stadium development.
  • 03The shift is influenced by a need to cater to diverse entertainment preferences.

Jun 26, 2026

USA’s perfect World Cup start and the business case behind the hype

USA’s perfect World Cup start and the business case behind the hype

The US Men's National Team achieved a perfect start by winning its first two matches in the 2026 World Cup as one of its co-hosts. This success has significant implications for sponsorship opportunities, hospitality sectors, and B2B demand in the sports-entertainment industry.

  • 01USMNT's perfect start in the 2026 World Cup.
  • 02Positive impact on sponsorship opportunities.
  • 03Increased B2B demand in sports-entertainment.

Jun 19, 2026

As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals

As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals

FIFA's broadcast strategy for the 2026 World Cup in the United States, Canada, and Mexico represents the most structurally complex rights package in the tournament's history. Deals now span over 220 territories, include a live-streaming partnership with YouTube, and formally embed creator access into rights frameworks for the first time. Meanwhile, Fox Sports' legacy deal — secured in 2015 for $485 million — has become what Observer describes as the broadcast bargain of the century, setting up dramatically higher price expectations in the next rights cycle.

  • 01FIFA secured broadcast agreements in over 220 territories, with a Dallas-based International Broadcast Centre distributing roughly 8,000 hours of additional non-live content, according to FIFA.
  • 02Fox Sports pays $485 million for US rights to a tournament Observer estimates is worth more than three times that figure — making it likely the last major sports broadcast deal secured at a deep discount.
  • 03FIFA's first-ever global creator programme and a preferred-platform deal with YouTube — allowing broadcasters to stream the first 10 minutes of every match plus select full games — mark a structural shift in how rights are packaged.

Jun 17, 2026

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