The news: Disney and the NFL struck a landmark deal late last week that gives the entertainment giant access to a suite of high-profile NFL content in exchange for an undisclosed equity stake in ESPN that is “potentially worth billions,” per The Athletic. Our take: It won’t be long before the lines of power in the sports streaming world are reexamined once more, and the Disney-NFL deal foreshadows that ESPN may get marquee NFL rights next time around. YouTube’s Sunday Ticket contract with the NFL expires in 2030, with Amazon’s Thursday Night Football agreement ending three years later.

The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year’s upfront volume, citing a result that was “consistent with last year,” per a press release. Streaming accounted for over 40% of the company’s total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney’s future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: NBCUniversal is exploring a dedicated sports cable network that would feature content—including NBA games—shown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

The news: Netflix and Fox are closing Upfronts on a high note, with ad success driven by live sports and original programming. Netflix anticipates that it will “roughly double” its ad revenues in 2025 from 2024 after a strong second quarter. Our take: Netflix’s and Fox’s success underscores that high-quality, tentpole programming still commands advertiser trust even as broader ad growth slows. Live sports remains a critical touchpoint for advertisers, delivering consistent audience growth and high engagement and attention. Channels that invest in sports—whether streaming or linear—will attract interest.

The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

Mother’s Day campaigns are shifting toward personal storytelling, creator partnerships, and emotionally resonant content to deepen consumer connection. For marketers, it’s a reminder that authenticity and brand values can drive both engagement and sales.

Novartis, NFL strike corporate sponsorship deal: The partnership likely won’t focus on promoting Novartis products but is still a great opportunity for the drugmaker to build brand awareness.

NFL maintains DEI efforts as Trump rolls back policies: The league reaffirms its diversity commitment, arguing it benefits both competition and business despite shifting political winds.

From avatars to real-life purchases: Roblox’s branded worlds deliver deeper consumer interaction and emerging 3D ad standards for marketers.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Auto brands will largely be absent from the Super Bowl: Once a stalwart of TV ad spending, carmakers are prioritizing cheaper ad channels.

Tubi will get a big boost from a free Super Bowl broadcast: Fox is looking to grow its FAST service with free access to the big game.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

Netflix's NFL debut sets records: Despite technical hiccups, Christmas Day games drew over 24 million viewers each, boosting the platform’s sports ambitions.

Amazon strengthened its grip on ecommerce in 2024: The retailer warded off growing competition from Temu and Walmart by improving delivery speeds, offering deals, and enhancing Prime benefits.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women’s sports and betting apps provides marketers with opportunities to reach new audiences.

The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.