This episode is sponsored by Piano. Check out the new report from The Rebooting and Piano that examines how revenue leaders at publishers are taking a "total monetization" approach.

Deirdre Lester is no stranger to how sports brands can influence culture. She served for four years as the CRO at Barstool as it grew well beyond its roots in sports banter to develop several revenue streams. At Teton Ridge, Deirdre sees a similar opportunity in the niche of Western sports like rodeo.

Teton Ridge is betting big on Western sports and lifestyle — acquiring The Cowboy Channel, building original programming around rodeo, and elevating events like the American Rodeo into marquee sports properties. It’s part media company, part sports IP owner, and part entertainment studio, with the aim of modernizing a tradition-rich category while keeping its authenticity.

Deirdre and I talk about what it takes to grow in a time of constant industry change, and why she believes Western sports are not just having a cultural moment, but building into a lasting movement.

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