In this chapter, the authors analyze how traditional U.S. sports media companies including ESPN, FOX, and Comcast/NBC are grappling with the challenge of engaging younger audiences in the streaming era. As pay TV declines and viewing habits shift among a smartphone-native generation, legacy broadcasters face mounting pressure to reinvent their approaches. The authors propose a “Disneyfication of Sports” strategy, blending digital innovation, artificial intelligence, and community building while preserving journalistic integrity. They demonstrate how sports media can develop more engaging and resilient business models capable of capturing and retaining the attention of younger viewers. The authors argue that such transformation is essential for the long-term sustainability of sports broadcasting in an increasingly fragmented media landscape.