Mike Shapiro leads sports technology investing at Comcast Ventures after working inside City Football Group and Major League Baseball, where he helped launch MLB's venture fund and worked with all 30 clubs, giving him a ground-level view of how sports organizations actually adopt technology. He often structures deals with both cash and in-kind support like product development, media access, and distribution, favors startups that build lasting knowledge of fans and operations over time, and writes about treating sports teams as growth platforms and about fandom and live experience, not just efficiency.