How Serial Entrepreneur Shannon Terry is Revolutionizing Sports Media with On3

Sports media moment during athlete announcement event.

The Rise of Athlete Empowerment: A New Era

In the past, college athletes played primarily for pride and scholarship opportunities, often remaining invisible amidst the crowds on campus. Today, however, this landscape has shifted dramatically. Young athletes now flaunt their status, buoyed by Name, Image, and Likeness (NIL) deals that not only elevate their profiles but also inflate their bank accounts. This seismic change is reshaping youth sports throughout the country—where high school athletes increasingly choose their schools based on lucrative offers rather than just name recognition, amplifying the need for a cohesive voice in sports media.

Shannon Terry: Pioneering Change in Sports Media

Enter Shannon Terry, a serial entrepreneur and the visionary behind On3. Recognizing a significant gap in the market during this transformative period, Terry launched On3—a media and technology company aimed at delivering comprehensive news, analysis, and data related to college, high school, and youth sports. Terry’s journey began in 2000 with Rivals, a pioneering venture catering to niche sports audiences. As consumer habits evolved towards brand indifference, he recognized the essential shift from sheer origin to how content reaches its users.

Creating a Trusted Home for Sports News

After a successful stint with his next venture, 247Sports, and its acquisition by CBS Sports, Terry embarked on building On3. He was inspired in part by discussions with renowned sports commentator Kirk Herbstreit about the need for a trusted brand in the college sports landscape—a need that has become increasingly necessary as chaos looms around the collegiate athletic environment. "We want to be the hub for high school and college sports—a community for fans, athletes, and schools to engage and connect," Terry outlines, emphasizing the importance of community at the core of his vision.

The Future of Sports Media: Challenges and Opportunities

As the industry navigates the complexities introduced by NIL deals, transfer portals, and rising coaching salaries, On3 positions itself as a beacon of clarity and expertise amidst confusion. By fostering dialogue and community among fans and athletes alike, On3 is poised to redefine sports media for the new generation of empowered athletes. Terry sees this as a pivotal moment and opportunity for his platform to provide credible, engaging, and insightful media that resonates with its audience.

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