Covering college sports is a daunting task. From high school recruiting and NIL to the transfer portal, weekly rankings and injuries, the volume of information continues to grow. As audiences demand more coverage, traditional media outlets are finding it increasingly difficult to keep pace. Shannon Terry saw an opportunity to meet that demand, using his forward-thinking approach to build On3 into a major destination for college sports news and information.
Terry is no stranger to building digital content platforms focused on amateur athletics. He co-founded Rivals in 2000 before selling the popular website to Yahoo Sports seven years later for a reported $98 million. Three years after that sale, Terry launched 247Sports, which CBS Sports acquired in 2015. However, he wasn’t finished. Driven by his entrepreneurial spirit and passion for building communities around college sports, Terry launched On3 in 2021.
“I was too young to retire and felt the work I did with Rivals and 247Sports were building blocks to do something bigger and better than before,” Terry explained. “On3 was significantly larger in vision and concept. I felt there was more personally and professionally that I wanted to do, and there was an opportunity to go do it. So, we did.”
Identifying Opportunity
The strategy behind On3 differed from the approach Terry used to build his previous ventures. By combining a community-focused platform, a national media operation dedicated to breaking news and a digital content business, Terry sought to connect every corner of college athletics with audiences nationwide.
“Five years ago, we saw that college sports was going to explode. There was a conflation on everything going on, but this undercurrent of passion and community that fit what we’re about,” Terry said. “We didn’t think a lot of media companies were really good in covering college sports. There was a lot of aggregation and blogs, but there wasn’t a company that sought to own college sports media and data. We thought we could do that.”
Terry and his team bet on the timing, and that decision has paid off. Five years after its launch, On3 has established itself as a major destination for college sports news, data, editorial content and community. What began with a relatively small aggregation model has evolved into a platform increasingly focused on breaking news and serving a growing audience.
That growth rests on three core principles: building a community through authentic storytelling, establishing trust as a news source and connecting athletes with the broader college sports ecosystem. On3’s progress has demonstrated the potential of that approach, giving other media companies a model to consider.
“There’s nothing that’s going on that our news team isn’t working with multiple sources on. If we can identify our audience, we don’t want to compromise on our pillars. We’re not perfect because it’s a beast to manage this. Community, authenticity and trust. That’s what we work within, but that’s our mission every day,” Terry said.
Building A Lasting Identity
Although Terry doesn’t consider himself a fortune teller, his vision for On3 reflects his understanding of how the internet and digital media continue to evolve. While building Rivals and 247Sports, he witnessed how audiences on Facebook could drive advertising revenue. Those experiences helped shape his approach to creating a business capable of adapting as distribution platforms and consumer habits change.
“When we built On3, we knew we couldn’t be dependent on any platforms. YouTube, Facebook, Twitter, Google. We’re all dependent on them to some degree, but we could build a business solely dependent on that,” Terry said. “We also knew we wanted to be more than a media company. We wanted to be a platform and community, because we had 25 years of building communities already. So, we built On3 to connect that ecosystem.”
Partnerships with creators and other trusted voices in college sports have become an important part of that strategy. Terry believes people develop stronger connections with other people than with the platforms that distribute their content. That philosophy influences how On3 identifies potential partners and determines whether to pursue a partnership or an exclusive arrangement.
In recent years, several established personalities and outlets have joined the On3 ecosystem. The company has partnered with Josh Pate, David Pollack and Ross Dellenger while strengthening its reporting staff with the additions of Brett McMurphy, Chris Low and Zak Herbstreit, among others.
“There are two things we look for with partners. Sheer talent is first and foremost. Does this person got it? We’re not signing Pat McAfee. We don’t play in that sandbox. We have to work within a sandbox of finding people to be with us for four to five years,” Terry noted. “Also, passion matters. Why are you doing what you do? I’ve experienced the essence of college sports. Do you have that? If you have it and talent, that’s powerful.”
The quality of On3’s work over its first five years has also attracted the attention of major networks, according to Terry. He believes those organizations will increasingly recognize the value of the grassroots communities that help define college athletics.
“This is from talking to c-suite level people. You’re going to see more of an investment from the major [networks], because the fabric of college sports is the passion, pageantry, and the community. It’s difficult for big brands like ESPN, CBS, and FOX to see things from the grassroots level. It’s arduous to manage and build infrastructure that manages to that,” Terry explained. “You will see that going forward with the networks tapping into the communities and the pageantry of college sports.”
The Connective Element
However, On3’s growth has not come without some controversy. After acquiring Rivals from Yahoo Sports in the summer of 2025, Terry described the return of his former platform as “jet fuel” for On3’s efforts to build a stronger athlete community. In September 2026, the company introduced Rivals Recruits, a service that allows athletes to pay a fee to claim their profiles on the Rivals website while receiving a scouting report, an evaluation grade and consideration for rankings.
According to the website, the program aims to evaluate more athletes, discover additional talent and create more opportunities. Its stated mission centers on maintaining Rivals’ integrity while helping athletes who earn recognition receive the exposure they deserve.
“We wanted to give athletes education, and an opportunity to tell and control their story,” Terry said of Rivals Recruits. “It’s very early, but we have more than 5,000 athletes that are currently active. We are just starting this, and there are so many robust services that we are offering.”
The service also offers community message boards where parents and athletes can seek information from a staff of more than 40 Rivals experts. Looking ahead, Terry hopes to expand the business by adding services for schools, potentially making those offerings available at no cost.
“We want to connect that ecosystem on our platform because we already have their eyes. Every single school lives on On3 and Rivals. Athletes and parents alike. They are all here,” Terry explained. “We shouldn’t rely on social media or some sass company. We should have a seat at the table at connecting that community. It’s as simple and as difficult as that.”
As artificial intelligence continues to reshape digital media, Terry believes On3 and Rivals are positioned to adapt. Changes in search driven by AI agents, combined with declining traffic from digital platforms, have reinforced his belief that media companies must build direct relationships with their audiences rather than rely on outside distribution channels.
Terry said On3 anticipated those challenges when developing its business plan. He views the changes as an opportunity to strengthen the company’s reporting, produce more relevant content and deepen its connection with readers.
“It was written as part of our business plan. It hurts all media companies. But the positive thing about it is it’s forcing us to work harder, smarter, and together. To produce better content, break more news, and be more relevant. If you are a media business built on aggregation and top of funnel audience but don’t have a direct endemic audience base, you’re probably done,” Terry explained.
That philosophy also informs On3’s position on artificial intelligence. Terry said the company will not partner with brands, creators or platforms that use AI to produce content.
“On3 is built differently and has been from the inception. We see that as an enormous opportunity moving forward, because we’re seeing ad yields higher by brands that want to buy authentic audiences which we provide,” Terry said. “Can AI create interesting content that can be cannibalized and hijacked? Yes, in a lot of ways. We don’t use it and will not use it. If we find a fan site using it, we’re done with you. We want you to read Brett McMurphy, Chris Low, and everyone associated with On3. That’s important to us.”
Room To Grow
Five years after launching On3, Terry sees significant room for the company to grow. Its foundation combines original reporting, editorial content and digital media with a community designed to connect every part of the amateur sports experience. For Terry, that combination positions On3 to remain a central destination for college sports fans and the people who shape the industry.
The next chapter involves more than expanding news coverage, adding talent or developing new services. Terry wants to continue building a platform where fans, athletes, parents and schools can connect through their shared passion for college sports. Having already built and sold two successful digital sports brands, he understands the importance of adapting as the industry changes.
With On3, he believes the opportunity is even greater.
“We have an amazing platform with a lot of reach. Moving into 2027, we want to spend time and money developing talent and shows outside of editorial. That’s the next evolution for On3,” Terry noted. “Also, with Rivals. Let’s help parents, athletes and the whole ecosystem. We’re going to hit the business with everything we have, and it’s exciting.”
As technology changes how audiences consume information and media companies search for new ways to connect with fans, Terry is betting that authenticity, trust and community will remain essential to long-term success. His track record suggests he understands how to build businesses that evolve alongside their audiences. If On3’s first five years are any indication, the company may be only beginning to realize its potential.
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