Live sports command major leverage; NBCUniversal is using scale and bundling to defend pricing power as sports rights costs surge and distribution fragments.

At CES, Amazon is repositioning Amazon Ads as a full advertising ecosystem rather than a commerce-adjacent channel, emphasizing unified reach across TV, streaming, live sports, audio, and programmatic partners.

Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.

A spike in consumer interest, changing social expectations, and perception has brands and retailers leaning into men's fragrances. "The days of guys only wanting a classic, masculine scent are gone," said Sarah Armstrong, associate content manager at Axe US."Guys are looking for excitement in the fragrance category, wanting to explore new scent cues," she said. "For example, we've seen more gourmand, sweet fragrances come to market over the last few years."

Live sports is drifting from linear TV to fragmented streaming. That’s raising costs, confusing viewers, and forcing leagues and advertisers to navigate new tradeoffs between reach, revenues, and shifting time spent.

Amazon’s Prime Video maintains an average monthly ad-supported reach of more than 315 million viewers globally, the company announced at its 2025 unBoxed event. Amazon’s high-intent shopper base and ability to lead users through the entire marketing funnel offer a distinct advantage.

Coca-Cola is putting out another AI-generated holiday advertisement, its second after an AI ad campaign last year that drew mixed reactions from audiences. While attitudes toward AI in ads are mixed, smaller brands are at a higher risk of receiving negative impacts from creating ads entirely using AI.

Disney channels, including ESPN and ABC, have officially been removed from leading pay TV platform YouTube TV after Disney and Google failed to resolve a distribution dispute. Even as YouTube TV gives subscribers access to a large number of non-Disney channels, its ad effectiveness could be harmed without as broad of a sports portfolio—necessitating cautious investment.

NBCUniversal’s Peacock reduced losses to $217 million in Q3 compared with $436 million in 2024, but struggled to boost revenues and attract new subscribers—raising questions about the platform’s advertising value. Peacock shows potential for the future as it works to build its portfolio and partnerships beyond live sports—but stagnant subscriber growth for two quarters means brands should remain cautious.

Federal prosecutors have charged NBA figures Chauncey Billups, Terry Rozier, and Damon Jones with gambling and fraud conspiracies tied to organized crime, marking the sport’s biggest integrity crisis in years. The case arrives as legal sports betting reaches record scale, with 38 states now allowing wagers and revenues projected to hit $20.6 billion by 2027. Yet as gambling becomes embedded in fan engagement and media strategy, public sentiment is turning—40% of US adults now view legalized betting as bad for sports. For leagues, advertisers, and sportsbooks alike, the scandal is a stress test for an industry built on trust.

YouTube TV could lose access to Disney networks October 30, including ESPN, Disney Channel, and ABC, as Google and Disney enter a deal-renewal standoff. YouTube TV will become an increasingly risky investment for advertisers if a deal is not reached by the deadline, especially as advertisers turn to sports as a key channel to reach vast audiences but struggle with sports rights fragmentation.

The NBA is experiencing one of its biggest advertising booms in decades following a record $76 billion media rights deal with Disney, NBC, and Amazon. Ad spend on NBA programming jumped 15% last season to $1.52 billion, with NBCUniversal selling out its first-year inventory after returning to coverage for the first time in 23 years. ESPN, ABC, and Prime Video are also thriving—drawing hundreds of advertisers across broadcast and streaming. Amazon is fusing ecommerce and live sports with shoppable ad formats, while NBC and Disney leverage cross-platform studio content. The result: the NBA is redefining what live sports monetization looks like.

Apple TV and NBCUniversal’s Peacock are partnering to offer a streaming bundle for $15 per month starting Monday. The new bundle provides potential for advertisers who have been hesitant to invest in Apple TV and Peacock respectively because of a lack of proven results.

The National Collegiate Athletics Association (NCAA) is considering including ads on player uniforms in the 2026 season, per the Associated Press. Current rules prohibit commercial logos on uniforms unless the logo is of the apparel or equipment manufacturer. Marketers should keep an eye out to see if the offering progresses, but approach the format with caution if it gets approved.

YouTube TV is in a dicey position after it lost access to Univision networks and reached a temporary extension with NBCUniversal as a total blackout looms. Brands should prepare for fragmentation and adapt accordingly. Looking to CTV and OTT platforms with more stable sports offerings—like Prime Video and its 11-year deal with the NBA and WNBA—will provide a cushion amid uncertainty.

Amazon is expanding its Prime Video live sports push through major deals with the National Basketball Association (NBA). For advertisers, the betting landscape, combined with mounting options to advertise in live sports, offers opportunities to connect with highly engaged and passionate audiences as platforms expand.

Streameast, the world’s largest illegal sports-streaming hub, has been shut down in a coordinated sting led by Egyptian authorities and the Alliance for Creativity and Entertainment. The operation dismantled more than 80 domains that drew 1.6 billion visits over the past year. The crackdown comes as soccer and NFL seasons begin, underscoring how piracy disrupts rights holders by siphoning revenues from subscriptions and ads. Yet piracy remains resilient: copycats are already emerging to tap fans frustrated with fragmented, costly streaming options. With digital sports viewership surpassing pay TV, the industry faces an urgent challenge to keep audiences in paid ecosystems.

Peacock is joining Prime Video’s ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast’s streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime’s ecosystem. Peacock’s integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon’s high-value ecosystem.

Amazon closed its second annual Upfronts with “significant growth” across independent agencies and holding companies, per Adweek. An Amazon spokesperson cited excitement surrounding live sports offerings on Prime Video as a key driver of growth. Amazon is positioned for sustained ad growth if it continues relying on its sports properties to draw advertiser interest in Prime Video. With Prime Video only making up a fraction of Amazon’s overall ad revenues, the service is far from hitting its ceiling—and future investment in tentpole sporting events will put Prime Video on par with its bigger competitors.

The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up—and 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data. Our take: Sports will remain a key opportunity for brands to reach engaged and passionate audiences—but as fragmentation worsens, advertisers must prioritize cross-platform strategies that unlock consistent exposure.