Media Buying Briefing: As sports enjoys a moment, buyers find new ways to get in via influencers and CTV

The long game of sports investment got a bit more intense over the summer, as the Summer Olympics in Paris generated the most buzz in years, the NBA/WNBA landed a massive $76 billion rights deal that ramped up the amount of sports streaming/CTV content to unseen heights and women’s sports grabbed a greater share of the spotlight.

It all means media agencies with clients investing in sports need to rethink how to approach those investments. As a result they’re developing new practices and opportunities to integrate with leagues and athletes. The rise of influencers in the arena, greater availability of higher-value sports inventory through programmatic marketplaces are all leading to the development of original content, new partnerships and less expensive options and offerings.

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