Business Behind The Game

We saw a gap in the sports media landscape—one that was too big to ignore. The rise of NIL deals, the evolving playbook of brand sponsorships, and the growing appetite of companies to engage with both rising and established athletes had created a new frontier. Yet, the conversation remained stuck in the past, focused solely on the game itself. What was missing was a deeper look at the business that fuels the game, the deals that shape careers, and the strategy behind every brand partnership.

That’s where EssentiallySports Think Tank was born. As the home for the underserved fan, we’ve always delivered storytelling that goes beyond the headlines. But we also knew decision-makers—brand leaders, agents, and league owners—needed a dedicated space for insights into the rapidly shifting sports business. From editorial deep dives to podcast conversations, Think Tank is where the industry’s biggest voices unpack how brands aren’t just sponsoring teams and athletes—they’re shaping culture, driving narratives, and redefining fan engagement.

At EssentiallySports, we serve both worlds: sports and culture at scale for fans, and industry-defining intelligence for decision-makers. The future of sports media isn’t just about covering the game—it’s about connecting every play to the bigger picture. And that’s exactly what we’re here to do.