The game has changed in the sports media arena, to the point the competition is no longer confined to the field or court. Leagues, networks, streaming platforms and advertisers are all vying for the same prize: the fans.

Over the past few years, billions of dollars have been spent on exclusive streaming rights across various sports leagues and properties. ESPN recently announced its plan to both acquire the NFL Network and launch a new flagship streaming service with WWE live events. Fox Corp. has entered the fray with Fox One.

But streaming rights alone don’t guarantee viewership or subscriptions. Churn is part of the game, just as it is when it comes to scripted streaming entertainment. Fans are in control, toggling between platforms to find their favorite teams, the best matchups or the most cost-effective experience.

For advertisers, this creates a challenging playing field. If brands want to win, they need more than just placement. They need data to make sure it’s the best placement.

The battle for streaming dominance is fierce. Networks and platforms are betting big on marquee sports rights in hopes of driving subscriptions and building loyal audiences. This includes everything from the big American professional sports leagues to pro wrestling to global leagues, like........

© Sports Business Journal