Brand Advertising in Sports Broadcasts 2023–24

April 11, 2024

We’re witnessing an evolution in brand advertising strategies in sports broadcasting. Traditional linear TV networks continue to offer unparalleled reach, capturing the communal excitement of live sporting events, while streaming platforms are carving out significant niches, engaging audiences with personalized content by leveraging digital targeting. This duality presents brands with a broad spectrum of opportunities to connect with fans. As the landscape continues to diversify, brands need to navigate a complex array of choices and strategize to capture the attention of viewers across both established and emerging media channels.


This report offers an in-depth analysis of broadcast advertisement placements across 87 national sports broadcasts. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 2,000 brands, 26 networks and streaming services, and nearly 15,000 ad placements.

Methodology for tracking broadcast media placements encompasses a comprehensive approach, focusing on a wide array of commercial inventories and social media assets, including:

  • Linear TV Commercial Inventory: Pregame, in-game, and postgame event time slots
  • Streaming Service Commercial Inventory: Pregame, in-game, and postgame slots within streaming platforms
  • Social Media Inventory: Posts from network program accounts (e.g., NFL on Fox’s Instagram page) to capture the digital footprint of broadcast events

Inventory tracking spans the entire event coverage, including pregame, in-game, and postgame phases (pregame and postgame segments are recognized as shoulder programming):

  • Commercial Placements: All advertisement formats within a broadcast, including traditional recorded commercials, live reads, split-screen, and L-wrap ads
  • Logo Pop Ups: Branded visual elements within the broadcast environment (moments where logos and branding materials are prominently displayed)
  • Featured Segment Branding: Brand logos and branding efforts displayed during specific segments
  • Program, Segment, and Broadcast Booth Naming Rights: Naming rights partnerships for the entire event, including pregame, in-game, and postgame stages, along with specific intervals such as halftime, quarters, periods, and overtimes; in addition, naming rights for broadcast booths and studios
  • Brand Exposure: Branded visual elements throughout the broadcast environment

This report was jointly authored by SponsorUnited's Marketing and Analytics team, using data from March 13, 2023 through March 13, 2024.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.

With over 340,000 brands, 1.6 million deals, and 11.4 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.

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