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Special Edition: How Niche Sports Built The Culture That Mainstream Follows | Bloomberg Business...
Posted
June 24, 2026
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June 24, 2026
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28:40Now PlayingOn this special bonus episode of the Bloomberg Business of Sports, host Vanessa Perdomo-Maglione ventured to Cannes, France for the Cannes Lion festival where she moderated a panel at Stagwell’s Sport Beach about how smaller sports build culture moments. The sports that shape taste, drive fashion, and influence what's cool rarely start at the center. They start at the edges, built by athletes who are as much creators and cultural figures as they are competitors. This panel explores how niche sports earn their way into the mainstream — and how the athletes who carry them there become the taste makers, style icons, and brand partners that marquee sports can only try to replicate.
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Michael Barr, Scarlet Fu and Mike Lynch follow the money in the world of sports, taking listeners inside decisions that power the multibillion dollar industry. From media and technology to finance and real estate, leagues and teams across the globe have matured into far more than just back-page entertainment. The show explains the money behind the final score.
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