College sports, the NFL, and the broader sports economy are entering the most disruptive decade in their history.
Media rights are being rewritten. NIL is reshaping athlete value. Conferences are realigning. Teams are becoming tech companies. And fans behave more like digital consumers than ever before.

In this episode of Why We Like It, we sit down with three leaders operating at the center of this transformation:

• Tyrell Kirkham: Chief Brand & Business Officer, Big 12
Overseeing one of the most commercially dynamic conferences in the country, sitting at the intersection of media rights, school strategy, and the evolution of collegiate athletics.
• Moon Javaid: Chief Growth & Innovation Officer, Baltimore Ravens
Designing how an NFL franchise uses analytics, technology, and fan intelligence to compete on and off the field.
• Michael Schreiber: Founder and Executive Chairman, Playfly Sports
Building one of the fastest-growing companies in sports media, data, and athlete marketing, redefining the commercial engine behind college athletics.

Together, they break down the forces reshaping the sports industry:
• How the Big 12 rebuilt its brand and strengthened its position amid realignment
• Why the NFL is now a technology and analytics business
• The new economics of media rights, distribution, and fan engagement
• NIL’s long-term impact on schools, athletes, and revenue models
• The growing role of private capital in sports
• How data, AI, and digital infrastructure will define the next decade
• What teams, conferences, and operators must do to stay competitive

If you want to understand where the sports economy is heading and what will separate the winners from the pack, this is the episode.