The commoditization of sports as live entertainment is proving to be a lucrative business. This is most evident in the rise of sports entertainment productions and the boom of docu-series and biopics. With this increased exposure, athletes, coaches, owners, and associations have new opportunities to bring greater awareness to issues that matter, including equality of access to opportunities, diversity and inclusion, and climate change and sustainability. How are athletes and owners adapting to this added spotlight? As these issues take a more prominent role in how institutions do business, sports included, how can athletes and owners find the right balance between entertainment and advocacy? How can sports continue to deliver the thrills and chills that spectators demand, while being a driving force for good that would benefit a wider audience?