"The Big 12 may look back at this deal as necessary survival in a restructured college athletics landscape. Or it may look back at it as the moment it decided an energy drink was worth more than its soul."
Day 2 of the 2026 Barrett Media Audio Summit Presented by Point to Point Marketing is taking place inside the SVA Theater in New York City. Barrett Media Sports...
"If this is the opinion business, there's no need for apologies. Being wrong comes with the territory. What matters is having the conviction to make the call in the first place and the credibility to own the outcome afterward."
"The future of legacy media won't be determined by transmitters, call letters, apps, or even ratings books. It'll be determined by whether organizations can convince their best talent that staying offers more opportunity than leaving."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."