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奥辞尘别苍鈥檚 sports are fast becoming a lucrative opportunity for many brands, helped by the rising popularity of the WNBA and other leagues. Nike made female athletes the centerpiece of its Super Bowl ad, its first in nearly 30 years鈥攁 clear sign of its focus as it tries to reboot sales.

The company described the updates as a 鈥渇lexible canvas鈥� that accommodates its live sports and gaming content, both of which Netflix has spent considerable resources on to develop and deploy.

They had a lot of trouble re-signing some of their sports licenses, so they basically lost out to some of the big tech players when it comes to live sports. And they seem to be in a place where they're still prioritizing user growth. (14:44):.

Use this chart: Marketers and retailers can take note of Ticketmaster鈥檚 dominant position in the marketplace as a signal for prime advertiser audiences, providing reach for sports brands, event sponsors, and businesses of all sizes. Additionally, marketers can strategically offer targeted discounts for live events to address the price sensitivity felt by Gen Z. Related 蘑菇AV reports:.

Snap is increasingly positioning itself as a go-to platform for sports-related advertising, with brands like Uber Eats, Nerds, and DraftKings leveraging Snapchat's AR and creator tools around the Super Bowl. If Snap can establish itself as a key player in sports marketing, it could unlock a lucrative ad category.

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.

People continue to spend more time streaming, ad-supported tiers are gaining adoption, and sports programming keeps migrating to streaming services. These factors contributed to our CTV forecast having among the strongest growth rates of any channel.

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.

IAB attributes this upswing to streaming platforms鈥� expanded sports offerings, renewed engagement with live events, and improved access to self-serve and programmatic advertising capabilities. Our own forecast indicates that digital video ad spend grew 24.8% in 2024 and will grow an additional 17.8% in 2025鈥攁nd that video ad spend will double between 2023 and 2028.

Some news outlets have suffered notable AI scandals, including reports in 2023 that Sports Illustrated used AI to produce stories and create fake author bios. Dueling views: This editorial change comes as the NYT pursues legal action over unauthorized use of its content for AI training, including lawsuits against OpenAI and Microsoft and a cease-and-desist letter to Perplexity AI.

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?

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.

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 news: The NFL wants to expand its international series from five this year and eight in 2025 to a full 16-game season, per Front Office Sports, in a bid to increase the sport鈥檚 international popularity and secure another lucrative foreign rights package. Commissioner Roger Goodell also hinted at a potential overseas Super Bowl.

Sports channels have also seen a notable 105% increase. An opportunity for advertisers: The breadth of niche content and channels available on FAST services makes it a valuable channel for marketers looking to target specific audiences. The number of US FAST viewers is expected to reach 115.6 million in 2025, per our forecast.

It has also expanded stimulus measures to include mobile phones and other electronics, while local governments are handing out hundreds of millions of yuan in consumption vouchers to boost dining, hospitality, cinema, and sports spending.

鈥淎 lot of it is going to come down to whether they can license more sports content that's going to drive wholesale increases in subscribers,鈥� Verna said. 鈥淪ome of it may come down to what happens to the competition, especially considering how fragile some of its competitors are.鈥�. As consumers look to cut costs, trimming subscriptions won鈥檛 be their first move, said 蘑菇AV analyst Ross Benes.

"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."

The event was the largest primetime entertainment show鈥攂arring sports鈥攐n broadcast television in 2024-2025鈥攁nd performed particularly well among younger demographics. The Oscars reached a post-pandemic high for adults ages 18-34 with about 2.8 million viewers, a 28% increase year-over-year.

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.

Similarly, the Triangle Rewards program (which includes the Mark鈥檚 and Sport Chek banners, among others) has about 11 million users. Click here to view the full forecast for Amazon ad revenues in Canada. Media buyers are increasing their investments and expectations. More than 60% of media buyers actively buy retail media, according to a fall 2024 survey by IAB Canada and the Retail Council of Canada.

While live sports and premium content will drive growth鈥攖he company shared news on that front at CES鈥擯eacock鈥檚 profitability remains a challenge. The coming NBA season will be a major test; if it attracts subscribers, Comcast鈥檚 approach could prove to be a winning formula. But if price hikes lead to churn, the company may have to rethink its media ambitions.

Let me, I can smuggle in an additional data point because the live sports component is why those that are growing are growing. So we've got Peacock and Amazon Prime Video are the ones that are starting to take share, and Netflix is losing share, and then you can pretty much entirely ascribe that to live sports. (11:10):.