In a media environment defined by fragmented viewing, distracted audiences, and endless opportunities to skip, scroll, or switch, live sports continues to offer something increasingly rare: shared attention at scale.

For advertisers, it’s critical to make sports more than a content category is critical. Live sports create urgency that brands can tap into while audiences are actively engaged, as it’s one of the few remaining environments where millions of people are emotionally invested in the same moment, at the same time. Whether it’s a championship game, a rivalry matchup, a breakout athlete, or a high-stakes race.

Advertiser confidence reflects that staying power. According to Advertiser Perceptions’ Sports Report, 98% of advertisers plan to either increase or maintain their media spend on live televised sports over the next 12 months. The reason is clear, sports remains a dependable way to reach audiences who are leaned in, emotionally connected, and less likely to tune out.

Attention is a major part of that value. The same report found that 52% of brands cite increased attention as the top benefit of advertising in live sports. While much of digital media competes against passive scrolling and short attention spans, sports gives brands access to viewers who are following every play, update, and outcome.

But modern fandom doesn’t stop when the broadcast cuts to commercial. Fans now move fluidly across apps, highlights, stats, fantasy platforms, betting experiences, and social conversations. T-Mobile App Insights shows that ESPN app owners are significantly more likely to actively use other sports destinations, including CBS Sports, NFL, NBA, Fubo, DraftKings Fantasy, Bleacher Report, and DAZN. In other words, fans aren’t choosing a single sports channel. They’re building a personal “digital stadium” made up of multiple destinations.

That behavior creates more opportunities for brands to understand intent, context, and engagement across the sports fan journey. A fan checking scores, streaming highlights, managing fantasy lineups, or following betting activity is signaling deeper involvement than simple awareness.

T-Mobile subscribers also show strong sports affinity across both major and emerging leagues. According to Resonate data, T-Mobile subscribers over-index in time spent watching F1 Racing, WNBA, NBA, and Euro Soccer. That range matters because today’s sports fan isn’t defined by one league, one season, or one screen. Fandom is broader, more mobile, and more continuous than ever.

For brands, the opportunity isn’t simply to show up during the game. It’s to understand how fans engage before, during, and after the action, and to use those signals to create more relevant campaigns.

Live sports still delivers the collective excitement advertisers have always valued. Now, the fan experience extends far beyond the broadcast, giving brands more ways to connect with audiences who are already paying attention.

Learn how T-Mobile Advertising Solutions app insights can enhance your next campaign.