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.
TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.
Women's sports viewership continues its upward trajectory with the NCAA women's basketball championship game drawing over 8 million viewers and peaking at 9.8 million, per ESPN ratings. While that figure is down over 2024’s 18.5 million, it represents a longer trend of sustained growth in women’s sports viewership. This phenomenon can no longer be attributed to one single star athlete—Caitlin Clark—but to an overall increase in women’s sports popularity.
On today’s podcast episode, we discuss how March Madness viewership stacked up this year, if women’s college basketball was able to sustain the bump from the ‘Caitlin Clark effect’, and how viewers of women’s sports are both different and the same. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, Vice President of Content Paul Verna, and Vice President of Inclusive Insights Charlene Polite Corley. Listen everywhere and watch on YouTube and Spotify.
Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.
Sports discussions see growth on Threads: The shift indicates that the platform could be closer to outpacing X than initially thought.
Inside the Meta and UFC partnership: The deal—both strategic and political—makes Meta UFC’s “official fan technology partner.”
This year, high viewership demonstrates the enduring popularity of the events, name image likeness (NIL) rights are allowing athletes to take part in brand deals, and the women’s league continues to make a bigger splash than in years past.