n the long run, sports media organizations might not have a choice but to move in this general direction. The implicit bargain among sports media, athletes, and teams used to be that the subjects would provide access, and in exchange the journalists would give the games publicity. That deal has lasted a long time, but today’s best athletes and biggest teams no longer need most of us in the media to get the word out. They can sell their broadcast rights to a media partner with or without press conferences. And Naomi Osaka, after all, didn’t need a team of reporters to get the word out about her views on press conferences. She just had to post them on Twitter and Instagram.