From billion-dollar broadcasting and story rights to brand deals and athlete influencers, the business of sports has become lucrative for corporations and investors and a driver of global commerce. Fueled by the highly successful strategy of turning live events and personalities into digital and entertainment content, the business of sports provides numerous new opportunities and innovations to capture and monetize public engagement. But as the commercialization of sports deepens, how are league and business executives balancing platform expansion with authenticity, and gaining new followers while maintaining a solid fan base?