While helping WCI win cable franchises in additional cities, Sherman was part of WCI's experimental QUBE system in Columbus, Ohio: the nation's first interactive cable system, enabling QUBE customers to individually order film and other content direct from home on a pay-per-view basis. Sherman recognized its marketing and revenue potential for sports programming. He created cable's first sports subscription package with Ohio State University Chancellor Gordon Gee. To provide special content for its Pittsburgh system, Sherman negotiated the purchase of minority ownership of the Pittsburgh Pirates. He managed WCI's position and built a similar Pirates subscription package for WCI cable customers. In each WCI cable system, in big cities like Dallas and Chicago, Sherman continued to acquire college and professional sports rights, and then built regional sports networks to exhibit the games and specially created related programming. Eventually they were all purchased, and are known today as the Fox Sports Networks. Sherman positioned WCI's growing cable systems as an integral part of the sales and marketing of national pay-per-view events, especially high-priced championship fights. He negotiated special rights deals with impresarios and friends Don King and Bob Arum.