In this article, Special Counsel David W. Sussman examines the implications of aggressive competition among media companies for professional sports programming. He explains that the professional sports industry has seen an enormous increase in revenues and asset values. In the article, Mr. Sussman explores disruptions to the ecosystem of the industry. He concludes by observing that “valuations of the major sports assets have risen because the demand for premium content from the buyers of their media rights has outstripped supply. To avoid ‘running aground,’ teams and leagues must understand the changes that are redefining how audiences relate to content, understand the legal rules defining the athletes’ participation in the activity and the exploitation of the events, and they must reinvent the experience of their sport to adapt to the changes.” The article was selected for inclusion in the 2017 edition of Entertainment, Publishing and the Arts Handbook, an anthology published annually by Thomson Reuters (West).