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One of the biggest shifts in sports + social right now? Our job isn’t really to cover the sport. Yes, coverage will always matter to a degree. But if you’re buried in play-by-play, media scrums, and basic blocking + tackling, you’re never getting to great. Real growth comes from building connection with fans and beyond. That happens through emotion, entertainment, access and personality. Sounds simple. Almost no one does it consistently. Why? Because it means getting comfortable with the uncomfortable. Saying no to things we’ve always done. Getting a different kind of buy-in from athletes and leadership. Protecting the brand, but still letting the work be fun. Getting to great means we stop overthinking. We trust our gut. We get out of the sports echo chamber. We don't take ourselves too seriously. And we have a pulse on what stops people in their scroll.