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And expanding into sports programming is creating more premium ad inventory. We anticipate Netflix鈥檚 US ad revenues will total $2.15 billion in 2025. Will tariffs change Netflix鈥檚 trajectory? Netflix is expected to be insulated from broader events, including tariff threats and resulting macroeconomic issues.

ESPN鈥檚 inventory for the Women鈥檚 Final Four is already gone, highlighting rising interest in women鈥檚 sports and female NIL talent. Kansas State guard Serena Sundell landed a NIL deal with Buffalo Wild Wings after her buzzer-beater, per the Topeka Capital-Journal, showcasing how real-time moments are becoming activation triggers.

The campaign taps into the 鈥渉uman instinct we can feel when playing 蝉辫辞谤迟鈥� and urges consumers to 鈥渦nleash their wild energy鈥� through sports, per a release. 鈥淲e believe that it鈥檚 not just hard work that leads to excellence,鈥� said Richard Teyssier, global vice president of brand and marketing at Puma. 鈥淭here鈥檚 a human behind the athlete and they need to enjoy what they do to do it well.鈥�.

Repositioning its real estate and store portfolio by expanding its House of Sport, Field House, and Golf Galaxy formats. House of Sport locations in particular drive stronger engagement, attracting shoppers who spend more time in-store and significantly outspend typical Dick鈥檚 customers. Doubling down on footwear as a key growth driver.

Cardholders will earn 1 point and tier credit for every $1 spent everywhere else, including deposits on BetMGM, the company鈥檚 online sports betting and gaming platform. Cardholders will also get a $200 resort credit upon account opening and on their card anniversary each year. They can also get a complimentary night stay (up to $250) annually if they spend $25,000 or more on the card. Will it work?

As sports gambling becomes legal in a growing number of US states following the Supreme Court鈥檚 landmark decision in 2018, the industry is rolling past obstacles and raking in billions from a rising pool of bettors.

Companies are willing to pay big for high-profile events like the Super Bowl, and live sports programming accounts for a significant portion of US TV ad spend. Live events create natural ad opportunities that young viewers show high acceptance of.

Sports. New NIL (name, image, and likeness) rules, combined with the growing popularity of women鈥檚 sports, has led to an influx of sports creators. Healthcare and financial services. These highly regulated industries have started to partner with experts to build brand recognition and loyalty, particularly among Gen Z. In 2025, measurement tactics will have to catch up.

The gains were driven entirely by an increase in food and drink spending鈥攈eightened by sporting events and bank holidays鈥攁s shoppers pulled back sharply on discretionary purchases like apparel.

These figures, drawn from Guideline's data capturing ad agencies鈥� invoicing dollars, demonstrate both the enduring appeal of sports programming and advertisers' confidence in live sports to reach engaged holiday audiences.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.

Wrestling鈥檚 streaming success could reshape the sports media landscape. If Netflix can keep WWE fans engaged, other leagues may follow, accelerating the shift from linear TV to direct-to-consumer sports streaming.

For example, this feature will offer more placement options for major moments, like sporting events. YouTube is investing in a more immersive design for Masthead Ads on connected TV (CTV), including full-width, animated displays. It鈥檚 also testing 鈥淪hoppable TV鈥� to simplify the path to purchase for viewers.

Disney dropped to second place, partly due to the February absence of major sports events like the NFL Playoffs and College Football Championship, which boosted its January numbers. Fox climbed to third, thanks to Super Bowl LVIII, viewership across Tubi, and strong performances from Fox Sports 1 and Fox News. What sets YouTube apart is its lack of reliance on tentpole programming.

The Chicago Sun-Times laid off 20% of its staff, including nearly the entire editorial board and key sports reporters. The cuts, meant to save $4.2 million annually, sparked protests from union members concerned about the newsroom鈥檚 future.

The trend: Despite鈥攐r perhaps because of鈥攅conomic uncertainty, US consumers are less likely to cut back on concerts, sporting events, festivals, and other live events this year, according to a CivicScience survey. Just 30% of consumers have or plan to reduce spending on live music performances in 2025, compared with 36% in 2024.

Last year was particularly strong thanks to multiple sporting events as well as elections, and the outlook looks positive. But there may be some bumps in the road, particularly the US government鈥檚 imposition of tariffs (the full extent of which hasn鈥檛 been taken into account in our forecasting). Digital is the fuel to the ad industry鈥檚 fire. This year, 85% of all advertising spend will be digital.

Sports programming remains a relatively bright spot, but entertainment companies heading into Upfront season will need to lean heavily on live events and proven franchises to secure commitments. Our take: Marketers who can stay agile, build contingency plans, and focus on value-based messaging are more likely to come out ahead.

The campaign will build on the company's previous sports marketing efforts, including tie-ins with Michelob Ultra and the Olympics. The grocery delivery service sees the Big Game as an unmatched opportunity to boost brand recognition, notes CMO Laura Jones.

Name, image, and likeness deals keep attracting brands to college sports: Powerade signed 35 college athletes and struck a deal with March Madness.

The network now produces over 50 podcasts and more than 100 hours of weekly content, covering sports, pop culture, politics, and technology, according to Variety. Zooming out: Spotify is facing more competition from YouTube and other video platforms, making it important to retain key talent. YouTube is in Spotify鈥檚 cross hairs.

Disney operates the popular Disney + Hotstar streaming service and is a streaming rightsholder for the Indian Premier League, the most popular sport in the country. India is also a major battleground for Meta, whose platforms are banned in China, and Google. TikTok is also banned in India, meaning Meta鈥檚 Reels and YouTube shorts can compete for short-form video attention.

"We looked at this timeline between 2002 and today, and there were persistent hits throughout music, sports, culture more broadly, of people talking about us, wearing us," said Kristen D'Arcy, CMO at True Religion, on a recent episode of "Reimagining Retail."

He is returning the company鈥檚 focus to sports and performance, and increasing the brand鈥檚 visibility during big sporting events like the Super Bowl. Nike is also trying to reclaim its reputation as an innovator after years of focusing almost exclusively on its most profitable franchises.

Oscars-related content isn鈥檛 the only casualty鈥�sports and gaming are also heavily impacted. Simply blocking words like 鈥渟hot鈥� or 鈥渟hoot鈥� greatly reduces access to sports content and only 43% of content related to Super Bowl LIX and the 2024 Paris Olympics were classified as safe, per Mantis.