In a historic shake-up of the college and youth sports media ecosystem, two major transactions are redefining how young athletes are ranked, covered, and commercialized — and where the future of sports content is headed.

On3’s acquisition of Rivals from Yahoo, and PlayOn Sports' acquisition of MaxPreps, mark not just media mergers but the dawn of a new era where youth athletes’ careers — and earning potential — are tracked earlier, measured more aggressively, and increasingly monetized.

At the same time, independent platforms like BallerTube are positioning themselves differently: offering athletes ownership of their own media presence, not just coverage.

This isn’t just business.
It’s the beginning of a new race:
Who will own the pipeline of talent from middle school gym floors to national television contracts — and who will empower athletes to own it themselves?

The Circle Completed: Shannon Terry’s Wild Journey

For longtime followers of college sports media, Shannon Terry’s name is legend.

• He co-founded Rivals in the late 1990s.

• Sold Rivals to Yahoo for nearly $100 million.

• Then founded 247Sports, sold it to CBS.

• Then launched On3 in 2021 — and now, in 2025, he’s buying Rivals back.

By uniting On3 and Rivals, two of the three major recruiting services are now under one roof.
(The third, 247Sports, remains owned by CBS.)

This consolidation isn't just about rankings — it's about controlling recruiting news, NIL deals, high school coverage, and even how young athletes are marketed nationally.

The Shift in College and Youth Sports

College athletics are now $10+ billion ecosystems. NIL deals, media rights, and recruiting have never been more intertwined.

With On3 focusing on college team coverage and NIL, and Rivals becoming the flagship for recruiting rankings, there will be more attention (and pressure) on athletes younger than ever before — often before they even start high school.

Middle school showcases, 7th-grade ranking lists, and NIL "prospect evaluations" will become normalized.

The Youth Sports Angle: Not Just High School Anymore

Middle school recruiting is about to go mainstream.

Already, small boutique services rank 12- and 13-year-olds.
Now, powered by On3/Rivals' manpower and Yahoo’s reach, national youth rankings could explode into the mainstream.

Players aged 12–15 could find themselves:

• Rated nationally

• Invited to sponsored camps

• Offered NIL representation

• Tracked by brands and media companies before freshman year

This could fundamentally change youth sports: shifting from development to early branding and commercialization.

PlayOn Sports, MaxPreps, and the Local Monopoly

Meanwhile, PlayOn Sports, parent of NFHS Network, acquired MaxPreps — the leading source of high school scores and stats.

This creates a complete media loop:

• PlayOn broadcasts games (NFHS Network)

• MaxPreps ranks and tracks players and teams

• Sponsorships and streaming subscriptions flow through the same pipeline.

It tightens corporate control over high school sports exposure, especially for traditional public schools.

Where BallerTube Fits In: Athlete Ownership in a Corporate World

As corporate giants race to own coverage, BallerTube represents a different, more athlete-driven future.

Instead of depending on rankings or traditional media to tell their story, young athletes can directly:

• Upload highlights

• Showcase full games and personal achievements

• Build personal brands

• Share training, interviews, and behind-the-scenes content

• Prepare for NIL and college exposure on their own terms

BallerTube is positioning itself as the "YouTube for athletes," not the ESPN for schools.

As youth athletes realize that owning their content equals owning their future earnings, BallerTube becomes a critical alternative to corporate control — a platform where athletes, not media outlets, are the stars.

In a world where middle schoolers might be ranked before they even get varsity minutes, platforms that prioritize authenticity and empowerment — not just rankings and sponsorship dollars — could win long-term loyalty from players and families.

The battle for youth sports isn’t just about coverage anymore — it’s about ownership.

What's Next: A New Youth Sports Economy

Put it all together:

• On3 + Rivals = National recruiting and NIL content powerhouse

• PlayOn + MaxPreps = Full pipeline for local high school broadcasting and tracking

• BallerTube = Athlete-owned media, authentic branding, global reach
  
  

  Final Thought: A Double-Edged Sword

  The explosion of youth sports media offers incredible opportunity — more scholarships, more exposure, more money.

  But it also raises serious questions:

  • Will young athletes be protected from burnout and exploitation?

  • Will families and players truly understand the stakes of early branding?

  • Will independent platforms like BallerTube create a fairer future — or will corporate systems dominate?

  One thing is certain:
  Youth sports will never look the same again.

  The new youth sports empire is here —
  and the battle for who tells the story — and who owns it — has only just begun.

   

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