AuguryInside Influence 125: Who’s Really Calling the Shots in Sports Business Today
This article was written by the Augury Times
A quick look at what SBJ announced and why it matters
Sports Business Journal has released its latest Influence 125 list, the publication’s annual roll call of the people who hold the most sway in sports business. The list mixes long-standing power players with newer figures who have pushed streaming deals, betting partnerships or global expansion into the spotlight. For readers who follow sports as a business, the list is a snapshot of where money, attention and strategy are converging right now.
This year’s lineup underlines two simple facts: big media companies still drive the economics of sports, and a growing cast of nontraditional players — tech platforms, gambling firms and global investors — are reshaping how leagues and teams make deals. The list is less about box scores and more about who controls broadcasting rights, sponsorship flows and the platforms fans use to watch and bet on games.
Who stood out: owners, commissioners, media chiefs and dealmakers
The Influence 125 highlights a mix of familiar names and profile-raising executives. Team owners and league commissioners remain prominent because they set policy, approve media deals and steer franchise strategy. Media executives from legacy networks and streaming services get special attention for the rights deals that still bankroll most top leagues.
Notable categories on the list include: owners whose teams are also media brands or business hubs; commissioners who are pushing international growth and new competition formats; senior executives at broadcast and streaming platforms that now bid aggressively for live rights; and agents or dealmakers who negotiate the top player and media contracts.
Companies mentioned around the list reflect this mix. Traditional broadcasters and media conglomerates, such as Disney (DIS) and Comcast (CMCSA), appear alongside streamers and tech platforms like Amazon (AMZN) and Netflix (NFLX), each trying to lock up live sports that still attract the biggest audiences. The growing influence of sports betting — represented by firms such as DraftKings (DKNG) — also shows up in boardrooms and partnership announcements.
The balance of names is telling: legacy media still has clout because of scale and distribution, but tech and gambling firms have carved out leverage by offering new revenue streams and fan engagement tools. That dynamic is the engine behind many of the relationships and power moves SBJ chose to highlight.
What the list says about where sports business is heading
Three trends jump out from this year’s roster. First, media rights remain the single biggest prize. Whoever controls where fans watch games can shape advertising, sponsorships and even league rules.
Second, globalization keeps expanding. Leagues want more international fans, and owners are backing overseas games and partnerships to grow revenue beyond their home markets. Third, tech and gambling partnerships are changing the fan experience — from personalized streaming to in-game betting — and that shifts where money flows inside the sport.
Put simply: the people on the Influence 125 are less often celebrating tactical wins like hiring a coach and more often making plays that change how sports are packaged, sold and monetized at scale.
Profiles in influence: a few names and why they matter
Commissioners and league heads — who set schedules, expansion and broadcast-friendly rules — still shape the market’s direction. Media CEOs — those who broker multiyear rights deals — control the main revenue tap. Agents and dealmakers lock in the talent and endorsement flows that feed teams and platforms. Owners who sit at the intersection of sports and media combine capital with strategic reach.
What to watch next: reactions, framing and follow-up coverage
SBJ’s Influence 125 already sparks reaction across the industry: executives tout placements, reporters dig into why some names moved up or down, and companies noted in the list highlight deals that earned their executives attention. Expect follow-up stories that unpack specific entries — for example, why a media chief rose because of a big rights win, or which owner’s international play earned attention.
For readers, the list is a handy map: it shows which executives and companies are making the deals that matter. Watch incoming announcements from leagues, rights renewals and cross-border partnerships — those moves will often validate the names SBJ singled out. Over time, the list also helps track who’s gaining and losing real influence as the sport-business landscape keeps evolving.
Photo: Andrea Piacquadio / Pexels
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