In an era where college athletes are transforming into brand powerhouses and high school sports are becoming increasingly professionalized, Shannon Terry, a veteran entrepreneur in sports media, is orchestrating a remarkable revolution through his latest venture, On3. This comprehensive platform is reshaping how we consume and interact with sports media, particularly in the collegiate and high school sectors.
The Evolution of Sports Media: From Amateurs to Influencers
The landscape of college athletics has undergone a dramatic transformation in recent years. Student-athletes, once restricted to scholarship-only compensation, now command significant earning potential through Name, Image, and Likeness (NIL) deals. This shift has created ripple effects throughout the entire sports ecosystem, extending even to high school athletics, where recruitment now often involves complex financial considerations.
The Birth of On3: Meeting a Market Need
Shannon Terry’s journey to founding On3 began with a crucial observation: the sports media landscape lacked a centralized, trusted voice in the new era of athlete empowerment. Drawing from his extensive experience with previous ventures like Rivals and 247Sports, Terry identified a unique opportunity to create something entirely different.
“After years of experience, I saw this as my last hurrah,” Terry reflects. “I wanted to build a trusted brand in college sports — but on a bigger scale than my previous ventures.”
A Legacy of Innovation in Sports Media
Terry’s entrepreneurial journey in sports media spans over two decades:
The Rivals Era (2000)
- Focused on niche audiences
- Built around fan sites and message board communities
- Emphasized recruiting coverage
- Pioneered digital sports community building
The 247Sports Chapter
- Adapted to evolving internet dynamics
- Expanded focus on college football and basketball recruiting
- Successfully acquired by CBS Sports in 2016
- Demonstrated Terry’s ability to scale sports media platforms
On3: A New Paradigm in Sports Media
What sets On3 apart is its comprehensive approach to serving the sports community. The platform targets two distinct but interconnected segments:
1. The Fan Community
- Dedicated fan sites
- Expert analysis and reporting
- Community engagement opportunities
- Comprehensive coverage of college and high school sports
2. The Athlete Ecosystem
- Serves 24 million athletes aged 13-17
- College athlete resources
- NIL opportunity guidance
- Career transition support
Building a Comprehensive Sports Platform
On3’s ambitious vision includes several key components:
Data-Driven Innovation
- Predictive analytics for high school football games
- Comprehensive athlete database development
- Scheduling and scoring systems
- Performance tracking metrics
Athlete Development Pipeline
Middle School Athletes
- Educational resources about recruiting
- Community connection opportunities
- Early guidance and development tools
High School Athletes
- Recruiting process navigation
- Coaching directories
- Personalized assessment reports
- College preparation resources
College Athletes
- NIL valuation tools
- Agent connections
- School and coach networking
- Brand development support
Post-Athletic Career Support
- Corporate partnership programs
- Job placement services
- Professional networking opportunities
- Skills translation guidance
Entrepreneurial Insights and Lessons Learned
Terry’s experience has yielded valuable insights for aspiring entrepreneurs:
Key Lessons
- Focus on Core Objectives
- “Keep the main thing, the main thing”
- Avoid premature scaling
- Build strong foundations before expansion
- Leadership Development
- Invest in the right team
- Grow leadership capabilities internally
- Create sustainable management structures
- Strategic Growth
- Expand methodically
- Validate market needs
- Build for long-term sustainability
The Future of Sports Media
On3’s growth trajectory suggests a promising future:
- 40% market expansion in three years
- Comprehensive high school sports coverage
- Developing athlete database
- Innovation in career transition services
Looking Ahead: On3’s Vision
Terry’s ultimate goal for On3 extends beyond traditional sports media. The platform aims to create a lifetime value proposition for athletes, supporting them from their early teenage years through their professional careers. This comprehensive approach includes:
- Complete athlete profiling
- Career development resources
- Professional networking opportunities
- Corporate partnerships
- Continued community engagement
Shannon Terry’s On3 represents more than just another sports media platform; it’s a bold reimagining of how athletes, fans, and brands interact in the modern sports landscape. By learning from his previous ventures and adapting to the evolving needs of the market, Terry has positioned On3 to become a transformative force in sports media and athlete development.
As the sports industry continues to evolve, On3’s comprehensive approach and focus on building sustainable communities positions it well for long-term success. Terry’s vision of creating a platform that serves athletes throughout their entire journey, from youth sports to professional careers, sets a new standard for what sports media can achieve.
photo: Nashville Post
