*By Carlo Versano*
The competitive spirit runs deep in the Steinbrenner family.
George Steinbrenner IV, the son of the New York Yankees co-chairman and grandson of the famous Yankee owner, hopes to take the family business of winning to the race track.
Steinbrenner became the youngest team owner in IndyCar history this year when he and his partner, Mike Harding, unveiled Harding Steinbrenner Racing.
In an interview with Cheddar, Steinbrenner spoke of growing up in a family that oversaw the Yankees as it stacked up enough victories to become the most-winning team in baseball's history.
"All that matters to our family is winning," he said. "It was 100 percent part of the culture for me growing up."
Steinbrenner and Harding are hoping their race team will one day be its own dynasty. They signed Patricio O'Ward and Colton Herta, two young up-and-coming drivers, who Steinbrenner called "cornerstones" and around whom he wants to build the team.
"Five years from now I think they'll both be superstars," he said.
At the ripe age of 22, Steinbrenner said he felt welcomed into the club of team owners, but that he still has to earn the respect of his peers. And he's well-aware of of the challenge many sports franchises, teams, and leagues ー including baseball ー face in trying to break through a crowded media and entertainment landscape to appeal to young viewers. Luckily, with IndyCar, the cars and drivers do the hard work, he said.
"It's so cool."
For full interview [click here](https://cheddar.com/videos/yankees-steinbrenner-dynasty-expands-to-indycar-racing).
Fintech companies are taking notice of the rapid growth in esports, and Quicken Loans has partnered with 100 Thieves, a League of Legends expansion team. Quicken CMO Casey Hurbis said this venture opened the company's eyes to the endless possibilities of esports and its personalities.
The Twitter Esports Business Summit ran from Oct. 1-3, and it held its focus on the growing market of esports and how Twitter fits into the business. Rishi Chadha, head of gaming content partnerships at Twitter, said the company is focusing on the communities that foster players and fans, as well as publishers and developers of different platforms.
The team became the first in the NBA to introduce GIFs for the Facebook platform. Sandro Gasparro, director of social media for the Los Angeles Clippers, told Cheddar it's not just another way to promote engagement, but can also connect fans to players on a more personal level.
Ralf Reichert, CEO of ESL, sat down with Cheddar at this weekend's tournament at the Barclays Center and talked about the esports world and what he believes is needed for the enterprise to grow.
These are the headlines you Need 2 Know.
Ron Darling, a former MLB starting pitcher and current TBS baseball analyst, said the easiest way to attract younger people to baseball is to get more kids playing it when they're kids. Darling said there are more children opting out of football due to concerns about head injuries, and those athletes should be primed to take up a different sport.
These are the headlines you Need 2 Know.
18Birdies has seen success as a one-stop shop for golfers, both amateur and pro, gaining 1.3 million members since its launch. The app lets players book tee times, navigate a new course, and choose the right club. But CEO Eddy Lui says the main goal is to create a community ー a social network ー of golfers.
The blockchain has made its way into a slew of industries. Next at bat ー the sports world. The Los Angeles Dodgers are moving away from traditional promotions and have begun using crypto tokens to give away digital bobbleheads to fans. Ralph Esquibel, VP of information technology for the team, said this is the first giveaway of its kind and could lead to more experiments with cryptocurrencies.
These are the headlines you Need 2 Know.
