In Game On David Bockino, a former marketing and advertising manager at ESPN turned professor of communications and sport management, provides the first overview of the evolution of the sports media industry. From the groundbreaking radio broadcast of the Jack Dempsey—Georges Carpentier boxing match in 1921 and the launch of Sports Illustrated magazine in 1954 to the birth of ESPN in 1979 and the unveiling of the NFL's yellow line in 1998, Game On details the most important events, platforms, and personalities in the evolution of the sports media industry. Increased interest led to more innovation and more options—cable TV, sports talk radio, internet broadcasts, and now multitudes of podcasts. Today the personalization of sports content means broadcasters increasingly focus on what individual consumers want, often at the expense of the collective fan experience. Exploring the evolution of the sports media industry can tell us a lot about how our world has changed over the past hundred years and how it might yet change in the future. Through an exploration of sports media trends, Bockino shows that the industry's privileging of personal over collective interests reflects how people today form and maintain their social identities—and sports' key role in shaping them.