The sports industry is booming, yet fractured. On one end, athletes and executives navigate a shifting landscape where streaming services and social media rewrite the rules of engagement. On the other, innovators(founders and investors) struggle to find their footing in an ecosystem that’s both opportunity-rich and access-poor. For every success story, countless ventures stall, trapped by a lack of connections, capital, or clear direction. Enter Profluence, the company Andrew Petcash founded to fill this gap.
“I just wanted to create a central hub for builders in sports,” Petcash said in a recent interview. “The founders, the investors, the executives…how can we help them go faster?”
Petcash, a former Division I basketball player at Boston University, knows the terrain well. His career on the court, combined with his success in sports media, offers him a unique perspective. Before Profluence, he built and exited a sports media brand in 2021. But the gaps he saw in the industry stuck with him: fragmented access, disconnected resources, and a lack of community among the key players driving innovation.
Building Faster, Building Smarter
Profluence addresses these issues with a three-pronged approach: media, community, and capital. Each piece is deliberate, each part of a broader mission.
“We built media first, venture second, and community third,” said Petcash. “Media gives you exposure, community gives you connections, and capital ties it all together.”
The company’s Profluence+ platform, a network of more than 550 members, is a cornerstone of this effort. It functions as a toolkit for founders, offering resources ranging from startup courses to exclusive mentorship sessions. Recent speakers include a former Under Armour executive who led the company’s European expansion.
The results speak for themselves. Ari Nitikman, a Profluence+ member who writes newsletters for high-profile clients like Matt Barnes, credits the platform with delivering all his clients. “It’s all about giving people what they need to build faster,” Petcash explained.
A Unique Edge in Sports Media
Unlike traditional sports media, Profluence isn’t chasing the latest game-day drama or contract disputes. Its focus is deeper, more structural.
This research-driven approach positions Profluence as a vital resource for decision-makers in the sports industry. Instead of catering to fans, Profluence caters to the builders: the people creating the next wave of sports technology, startups, and media platforms. Its niche is clear, and its impact is growing.
“Everyone needs a personal brand or touch,” Petcash observed. “It’s a great way to stand out and then build products or services on the back of it. No one is doing what we’re doing, certainly not all three.”
Fragmentation and Opportunity
The industry itself is changing rapidly. Cable television is giving way to streaming. Traditional team loyalties are being replaced by player-centric fandom. Sponsorship dollars are shifting, too, moving from marquee athletes like LeBron James to hundreds of micro-influencers who collectively offer a broader reach.
“Instead of paying one athlete $1 million, you’ll see companies breaking that into micro-influencing deals,” Petcash explained. “It’s all getting younger, and it’s becoming more niche.”
This fragmentation extends beyond sponsorships. Profluence’s investments include ventures like League of Play, a platform enabling creators to launch their own sports leagues. Whether it’s par-three golf tournaments or creator-driven basketball leagues, the model challenges traditional notions of what constitutes a league or sport.
“We’re seeing new niches emerge every day,” Petcash said. “Athletes used to get big because they were on TV. Now, anyone can get big through social media.”
The Road Ahead
The sports industry’s future lies in these niche markets and fragmented audiences, Petcash believes. Platforms like Profluence+ are well-positioned to lead this transformation, serving as both a resource and a bridge for those navigating this new landscape.
Looking ahead, Profluence is focused on scaling its operations and deepening its impact. “We’re looking to grow our community, raise a larger second fund, and put out even more insightful content,” Petcash said.
