As sports and culture continue to converge, the relationship between global events, leagues, and individual teams is becoming increasingly important. This is only amplified by the growing interest in alternative assets as franchises and live events are viewed as attractive investments. Yet as the business case is often sound there are significant challenges as society is no longer content with simple commercial success of what often requires significant public and private investment. With this new reality owners and organizations are under increasing pressure to deliver a more holistic success. What lessons can we learn from major global sporting events like the World Cup in Qatar, to achieve this balance? What can and should be the legacy of the infrastructural developments that naturally arise surrounding major tournaments or new stadiums? And with an ever more fragmented media landscape, how can organizers and teams adapt to reach new audiences? This dynamic roundtable will explore the convergence of commercial and societal success and how returns can be generated beyond the confines of the stadium.