Sports are no longer just about the game. As live sports expand across broadcast, streaming, and digital platforms, brands are finding new ways to reach fans, shape culture, and turn moments into meaningful connections. In this State of the Industry session, MediaRadar's Karisa Schroeder and Gray Wheatley explore how the sports advertising landscape is evolving, where investment is shifting, and why understanding the full picture of brand activity matters more than ever. Through real-world examples and insights from our latest sports intelligence, we break down how brands are moving beyond traditional sponsorships to become part of the conversation, using creative storytelling, cultural relevance, and data to connect with fans. Then, we're joined by special guests Brett Joss of Jomboy Media and Maren McKenna of the NBA for an insider perspective on the changing relationship between sports, brands, and audiences. Walk away with a clearer understanding of where sports advertising is headed and what it takes to stand out in a game that's bigger than ever.
