Live Sports Advertising
Live sports offers appointment viewing around games and events, with ad formats and audience delivery that vary by seller. We help agencies and brands explore advertising opportunities around live games, tournaments, and marquee sporting events.
What's Included
How to Buy
Sports and properties
The leagues, teams, or event windows that matter to your brand — and any you must avoid.
Lead time
Share the event calendar early; availability and approval lead times vary by rights holder and package.
DSP and targeting
Your buying platform plus the geography, device, and daypart limits you need.
Budget and contingency
Budget range, plus what you want to happen if a live event underdelivers.
Sports fans watch live. That means real-time attention, co-viewing on the biggest screen in the house, and an audience that can't fast-forward through your message. As sports rights continue moving to streaming, Connected TV has become a primary way to reach these audiences.
The challenge is access: live sports inventory is fragmented across leagues, networks, and streaming platforms, and the best opportunities rarely sit in the open exchange.
A strong sports strategy doesn't end when the game does. Beyond live broadcasts, sports audience packages let you stay in front of engaged fans across highlight shows, sports talk, and adjacent entertainment content — extending the value of every sporting moment.
Tell us which sports, leagues, or events matter to your brand, and we'll help assess relevant opportunities where available.
Share your DSP and buyer account, event windows, markets, budget, and creative readiness. Confirm compatibility and rights restrictions before attaching an eligible deal ID. Test creative and reporting, then monitor delivery; available targeting, frequency controls, and verification differ by package.
Questions
A PMP limits access to invited buyers and a seller-defined package; open-auction supply is more broadly available. Neither an auction deal nor a sports label guarantees a particular game or impression volume. Confirm event coverage, blackout markets, and contingency terms before committing.
Sometimes, when a seller packages that event explicitly. Most often you buy a property, a schedule, or a sports content category, and the individual game inside it is not selectable. Ask what the package contains before you build a plan around one matchup.
Placements in the content around a live event — pre-game, halftime, post-game, highlights, and studio shows — rather than inside the live broadcast itself. It reaches the same audience with far less scarcity and price pressure than the live window.
Because the supply is finite and the approvals are not instant. Rights-holder creative review, category exclusions, and deal construction all take time, and the strongest windows are committed before schedules are widely public.
That depends on the deal, which is exactly why it should be settled up front. Ask whether shortfalls are handled by substitution, an extended flight, or a makegood, and get the policy in writing before the flight starts.
Share your DSP, budget, and targeting requirements — we'll help connect you with relevant opportunities.