Sports have long been dominated by beer, sneaker and automotive brands. These endemic categories have built decades of equity around the prestige that comes with tentpole sports partnerships. However, as the sports ecosystem fragments, growth will not come from relying only on these traditional partners. Instead, the opportunity is unlocking participation from non-endemic advertisers — brands that may have no historical ties to sports but are integral to fans’ (and athletes’) everyday lives. Making it easier for these brands to enter the space evolves the sports marketplace without diluting it, helping sports remain a cultural touchstone amid changing consumer expectations.

The case for investing in sports advertising is straightforward: Sports capture our collective attention, with more than half of U.S. viewers (56%) watching some type of sporting event at least once a week. Sports fandom today goes far beyond the stadium or broadcast, opening up more paths to connect with fans. Gen Z, in particular, consumes more secondary content (like highlights, social clips and podcasts) than full games. This is where nonendemic advertisers can win. Surrounding........

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