Is America ready for its decade of global sport?

“We have to have some federal-level coordination,” says Travis Murphy, CEO, Jetr Global Sports + Entertainment. “Our systems are clunky and they don’t work well together. ...What we’ve put in place are stopgap measures to accommodate the World Cup. What we haven’t done is look at fundamental changes to make this more effective for the future.”

From FIFA 2026 World Cup to the LA28 Summer Olympics, 2034 Utah Winter Games, Formula 1 races, and the international expansion of NBA, NFL, MLS, and more, the United States is playing host to global sport more than ever. More than entertainment, these moments measure national power, capabilities, capacity, and influence.

The games will go on, but maximizing the opportunity ahead will take deliberate effort.

From corporate sponsors to governments, leagues, athletes, and spectators, many stakeholders have a role in ensuring their success. Travis talks about the challenges ahead, why sports diplomacy has become way more than "soft" power, and how stakeholders are navigating politics & war.