Kurt Badenhausen is a sports business reporter at Sportico, the digital content platform launched by Penske Media in 2020. He oversees the brand’s sports team valuations. Prior to joining Sportico, Kurt was a senior editor at Forbes where he worked from 1998 to 2021. He co-engineered Forbes’ annual sports team valuations and launched numerous initiatives at the company, including annual features on brand valuations, best banks and top business schools. He profiled a bunch of athletes who go by one name: Serena, LeBron, Shaq, Danica and others for the magazine. Kurt also worked at Financial World magazine where his coverage focused on investing, mutual funds and the business of sports. He graduated from Colgate University with a degree in history and resides in northern New Jersey with his wife, two sons and black lab.