Sports marketing is having a major moment, and we’re all in.
From creator collabs to real-time ads, the game is evolving fast.
In this new piece from The Drum, our Co-Founder and Managing Director, Jeff Hastedt, shares his perspective on how brands are tapping into fan culture.
Read the article here: https://www.thedrum.com/news/2025/09/30/sport-marketing-s-full-circle-moment-creator-and-licensing-deals-changing-the-game
Jeff Hastedt: “Traditional in-game ads are costly and viewers’ attention spans are fragmented. Second-screen activations are a great opportunity, meeting viewers where they already are. These can include real-time stats, wagering odds or fan commentary. Another game-changer is streaming platform sponsorships. Services like Amazon and Apple increasingly invest in sports content, opening new ad channels beyond expensive, legacy slots. On the athlete front, name/image/likeness-style influencer partnerships in sports bypass traditional celebrity lanes, enabling brands to reach passionate audiences from the players’ own channels. For audio, programmatic sports-focused audio campaigns, including ad placements within podcasts, can be tailored by behavior or team affinity, boosting relevance. Lastly, there’s untapped potential in digital out-of-home: targeted digital signage around stadiums, sports bars, and retail sports zones is effective for on-the-go fan engagement.”