Big Ten's $2B Investment and Conference Future

Sports journalist and professor J.A. Adande joins Chuck Todd for a wide-ranging conversation on how money, media, and power are reshaping the world of sports. From the Big Ten’s potential $2 billion private equity deal to the rise of The Athletic and the collapse of local sports coverage, Adande explains how financial literacy has become essential for sports reporters — and why sports journalism remains one of the few thriving corners of the media industry.

They dig into how gambling, influencer culture, and social media are transforming how fans consume sports — and how shows like Around the Horn and PTI paved the way for today’s single-voice, personality-driven debate model. Adande also reflects on the increased diversity in sports media, the tension between advocacy and escapism, and why issues like Latino discrimination and trans inclusion in sports are becoming defining cultural flashpoints. He also explains why the sports world has gotten out of the social justice advocacy business… and likely won’t be coming back. It’s a candid look at how sports coverage mirrors — and sometimes predicts — the shifts happening across American journalism.

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Timeline:

00:00 J.A. Adande joins the Chuck ToddCast

01:00 Big Ten seeking $2 billion dollar private equity infusion

02:15 Money would keep current Big Ten setup for 2 decades

03:30 Knowledge of finance & business is a must for sports reporters

06:00 Sports journalism is one of the only growth areas in journalism

08:30 Why ESPN was a better option for J.A. than Sports Illustrated

09:15 The Athletic is the final destination for sportswriting

10:30 The role of sports journalism in rebuilding local news/media

12:00 The Athletic is evolving into a national sports outlet

13:30 Local sports reporting doesn’t scale

14:30 Where do sports fans go to now for localized coverage?

15:30 It’s more efficient for teams to leak stories to one national reporter

16:30 There is plenty of localized sports discussion, but not breaking news

18:30 There’s no FOIA in sports coverage, reporters aren’t entitled to access

20:00 Teams can shut out journalists and still get word out to the public

22:00 The impact of the pandemic on journalism and in-person access

23:00 Sports is one of the last places where people are debating the facts

24:00 Sports talk has become formulaic and like pro wrestling

25:15 The template for PTI was Siskel & Ebert

27:00 Around the Horn premised on winning a subjective argument

29:00 There’s a huge audience for fake, manufactured competition

30:00 Sports talk moving to the singular influencer model

30:45 Cutting production costs is reason for centering shows on one talent

32:00 News will likely move to the sports talk, licensing model

33:45 Streamers haven’t moved to pick up sports debate shows

34:30 Podcasts are a more intimate experience for the audience

36:15 The impact of the infusion of sports gambling into sports journalism

37:15 Journalists have to be more precise with gambling coverage

39:00 Newspapers would discourage gambling & still publish lines

41:00 Sports gambling journalism is a form of service journalism

42:15 Far more gender diversity now in sports journalism schools

44:15 There’s never been a better time to be a woman in sports media

46:45 There’s been a retreat from social commentary in sports media

48:15 Trans women in sports debate is dividing women

49:30 Baseball should be leading the fight against latino discrimination

51:30 Latino integration or expulsion will be a defining fight of our time

55:00 Sports will not be at the forefront of fighting for social justice

57:15 Sports as a source for escape vs a source of advocacy

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