The news: Paramount reported mixed quarterly earnings and upfront results, underscoring the limitations of a content portfolio lacking major sports rights to drive engagement. The company’s biggest blow came from streaming service Paramount+, which lost 1.3 million subscribers in Q2—something the company attributed to “the expiration of an international hard bundle deal.” Our take: Paramount’s results depict a company capable of staying afloat, but struggling to build offerings that drive increased viewership and advertiser investment—necessitating that the company build its sports offerings to grow as competitors dive head-first into sports programming.
The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year’s upfront volume, citing a result that was “consistent with last year,” per a press release. Streaming accounted for over 40% of the company’s total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney’s future growth depends on how well it can transform its streaming offerings into hubs for live sports.
The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post. TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match. Our take: TikTok and Apple TV’s newest move is another bid to capitalize on a well-known athlete in a profitable genre, where advertising opportunities are plentiful and success is essentially guaranteed. Sports are one of the most reliable ad environments, offering scale, loyalty, and global reach.
The news: NBCUniversal is exploring a dedicated sports cable network that would feature content—including NBA games—shown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.
The agency and marketing world is undergoing a strategic shift, with M&A activity surging in AI, experiential, and sports sectors. AI is no longer optional—firms like R/GA, Real Chemistry, and The Shipyard are acquiring to integrate automation, content generation, and efficiency into operations. Experiential marketing is also bouncing back, with global spending surpassing $128 billion and deals like BeCore and JetFuel reflecting renewed momentum. Meanwhile, sports marketing is booming, with Publicis and M&C Saatchi expanding to capture rising media rights value and digital viewership. Across sectors, the common thread is impact: marketers want scalable, measurable solutions that deliver real results.
The trend: Brands are ramping up investment in women’s sports to attract diverse audiences in an underserved sector. Snapchat partnered with Togethxr, a sports media company focused on women in sports. Kim Kardashian-owned Skims partnered with League One Volleyball in a deal that will see Skims become the official sleepwear, loungewear, and intimates partner of the league. Our take: Smart, forward-thinking brands will follow in the footsteps of Snapchat and Skims, capitalizing on women’s sports as an undersaturated market with strong potential to drive action before hitting its ceiling.
PubMatic has launched an AI-powered Live Sports Marketplace to enhance the value of live sports advertising by placing programmatic ads at high-engagement moments. The platform uses real-time signals—from viewer behavior to game dynamics—to time ads for maximum impact. With partners including FanServ, Roku, and major leagues like the NBA and MLB, the marketplace consolidates fragmented inventory across platforms. As digital sports viewership overtakes linear, and programmatic CTV spending continues to rise, PubMatic’s innovation offers flexibility, scale, and precision in a format where timing is everything. Advertisers gain tools to optimize performance at the moment audiences are most engaged.
The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.
The news: Women’s sports is continuing to grow in relevance, reaching new milestones in 2024, per research from the charity Women’s Sport Trust. Leagues like the Women’s National Basketball Association (WNBA) grew significantly across social media in the 2024 season, reaching a single-season record of nearly 2 billion video views across WNBA social media platforms—more than quadruple the previous season. Our take: As more brands invest in women’s sports and viewership spikes, advertisers must recognize women’s sports not as a niche category only relevant for select moments, but as a critical part of a comprehensive sports marketing campaign.
The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades—yet Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently—via highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.
The news: BetterHelp inked a deal with three WNBA teams to market and raise awareness of mental health services. Our take: Marketing healthcare products and services by making brand connections to aspirational healthiness via sports is a savvy strategic play for BetterHelp. The company’s lean into women’s sports, and especially tapping the surging popularity of the WNBA with relatable personal stories on Instagram, carves out a niche.
The news: The NBA held steady at 4,668 brand sponsors between 2023 and 2024, but total sponsorship revenues rose 8% to $1.62 billion, thanks to jersey patch deals, venue launches like the Intuit Dome, and record-breaking player endorsements. The Golden State Warriors alone brought in over $200 million, and rookie Jared McCain set a league record with 30 personal brand deals. Our take: The NBA is deepening its value to advertisers, not just expanding reach. With media rights deals and Amazon integration elevating its commercial footprint, the league is fast becoming one of the most lucrative platforms for modern marketers.
Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.
Indy 500 hits viewership record in its first time airing on Fox: The event highlights the ongoing battle for media companies to secure sports rights.
The auto industry joins shift to performance-driven channels: Marketers are pulling away from traditional media like TV as tariff pressures mount.
YouTube’s hiring of ESPN veteran Justin Connolly triggers a Disney lawsuit: The clash underscores rising tensions over live sports streaming supremacy.
NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.
YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.
ESPN’s new platform marks a bold digital pivot: Meanwhile, Fox is launching Fox One to stay competitive in the streaming era.
Disney’s streaming bundle is driving subscriber gains and lower churn: But fiscal caution and ad headwinds may limit future momentum.