The way we consume sports has fundamentally changed. The days of the "single-screen experience"—where fans sat in front of a TV for three hours—are largely over. Today, fandom is a moving target, shifting rapidly between live broadcasts, social media highlights, betting apps, and community chats.
In a recent guest post for Streaming Media, Kelly Hayes, Head of Agency Growth, breaks down why this fragmentation isn’t a hurdle for marketers, but a massive opportunity.
The New Reality: Fandom is a Cultural Signal
Modern sports fans don't just watch a game; they "surround" it. A single NFL game might be spread across YouTube TV, Amazon Prime, and local sports bars, while the fan themselves is simultaneously on TikTok watching creator reactions or on Discord parsing real-time stats.
Hayes argues that we need to stop viewing this "distraction" as a threat. Instead, it’s a force multiplier. The increase in touchpoints gives brands more precise entry points to meet fans in emotionally charged, high-intent moments.
Key Takeaways for Brands and Marketers:
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Fragmentation is the New Reach: No single media partner owns universal reach anymore. Success now requires a flexible media strategy that follows the fan across platforms rather than anchoring to a single broadcast buy.
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The "Second Screen" is Now the Lead: For digital-native viewers, the social conversation and real-time betting are often the primary entertainment, with the live feed acting as the backdrop. Brands should target these "micro-moments" where engagement is highest.
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The Rise of FAST Channels: As subscription fatigue sets in, Free Ad-Supported Streaming TV (FAST) is becoming the "new sports cable." It offers a cost-effective way for brands to build presence and find incremental reach without the price inflation of premium live rights.
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Consolidate Your Tech: To manage the "chaos" of multiple rights agreements and measurement systems, agencies are narrowing their DSP (Demand-Side Platform) portfolios. Depth over breadth allows for better frequency control and cleaner measurement.
The Bottom Line
Winning in the modern sports landscape requires a shift in mindset: Fandom is identity, and distraction is a signal. The brands that will "score big" are those building internal playbooks that travel with the fan across every app, screen, and conversation.
Want to dive deeper? Read the full article on Streaming Media or get connected to the Adswerve team.
