🏟️🎙️ Why We Started Media Companies for the Sports Business Crowd | S2 E36

UTN X The 4th Quarter Crossover: Co-Founders Sid Balaga & Suraj Peramanu

May 26, 2026

Sports are serious business.
On Under the Number, Brent Peus goes deep with the leaders driving the Sports Economy, from elite athletes and investors to visionary founders and executives.

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🏟️ Know someone trying to break into the Sports Economy? Do them a favor—share this episode and help them stay ahead of the game.

The Connection:

Sid DM’d me in January, and I coincidentally ended up on a Zoom with him a few hours later through a group Matthew Jester had assembled. Crazy timing. I then met both Sid and Suraj in person a few weeks later during Super Bowl week in San Francisco.

Quote of the Episode:

“100 is a good anchor. It might be less than that. I definitely don’t think it’s over a hundred people who are young, in the sports business space, and hustling. Various professions: investors, operators, entrepreneurs... I think they’ll end up running this industry. And that hundred, more or less, they all know each other.”

Bet You Didn’t Know:

Sid and Suraj started The 4th Quarter as a nights-and-weekends Substack two years ago, writing on top of full-time jobs (Sid at Fanatics, Suraj as an investment banker in San Francisco), until backing from Courtside allowed them to take the leap to full-time about seven months ago.