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 where sports advertising investment is shifting, how brands are activating across the full sports ecosystem, and why creative storytelling matters just as much as spend. Through real-world examples and insights from MediaRadar's Sports Intelligence, discover how brands are moving beyond traditional sponsorships to become part of the culture. Then, special guests Brett Joss of Jomboy Media and Maren McKenna of the NBA share insider perspectives on evolving fan engagement, emerging opportunities, and what it takes to build lasting connections with audiences. Walk away with a clearer understanding of where sports advertising is headed and how to make every investment count.