The Mark Cuban Playbook for Sports 2.
0: A Business Model Built on Fandom Mark Cuban's latest venture into professional sports, the Las Vegas Athletics, may seem like a departure from his previous ownership stint with the Dallas Mavericks.
However, scratch beneath the surface and you'll find a familiar playbook. Cuban's approach, dubbed "Sports 2. 0" by Harbinger founder Rashaun Williams, treats franchises as growth businesses and entertainment brands.