In partnership with

Being Friday and all, I am feeling it! Actually mailed it in at 2 PM yesterday, so who am I kidding? I’ll do my best, though. 

Today’s Main Thing offers up 7 ways you can connect your brand to the #1 experiential thing left in the digital world→ live sports. Any brand of any size can use live sports… don’t be doubting me. Let’s get to it.

Kickstart your holiday campaigns

CTV should be central to any growth marketer’s Q4 strategy. And with Roku Ads Manager, launching high-performing holiday campaigns is simple and effective.

With our intuitive interface, you can set up A/B tests to dial in the most effective messages and offers, then drive direct on-screen purchases via the remote with shoppable Action Ads that integrate with your Shopify store for a seamless checkout experience.

Don’t wait to get started. Streaming on Roku picks up sharply in early October. By launching your campaign now, you can capture early shopping demand and be top of mind as the seasonal spirit kicks in.

Get a $500 ad credit when you spend your first $500 today with code: ROKUADS500. Terms apply.

Holiday performance starts now.

The Main Thing

Why Live Sports are Goliath Opportunities for Brands

I could rattle off my opinion on live sports mixed with marketing, but the following stats show all you need to know. 

• 92% of sports programming is watched live, making these moments perfect for time-sensitive promotions that ride the wave of real-time fan emotion.

• In 2023, 93 out of the 100 most-watched TV broadcasts in the U.S. were NFL games.

• Ads aired during live sports broadcasts generate, on average, an 84% higher return on ad spend (ROAS) for categories like quick-service restaurants, automotive, and CPG brands. 

• In 2023, 95.5 million Americans watched live sports on digital platforms—first time online viewers outnumbered those watching on traditional TV. By 2027, over 127 million Americans are expected to stream sports events, opening new doors for brands to reach younger, highly engaged audiences.

• 64% of U.S. connected TV viewers say they pay attention to ads during live sports, way higher than during regular programming. 80% say they tend to remember ads they see during games.

Plainly, people pay closer attention to live sports than anything else on their TV or phone screens. 

And it’s easier to track exactly when fans are watching! No guesswork. They watch while the game is happening. Only 8 outta 100 watch a recorded version, apparently. 

Can every brand advertise on Netflix or CBS during major sporting events? No. That’s not a problem, though.

Alternative Ways to Reach Sports Fans While They’re Glued to the Screen

Social media is one way to ride the wave of a live NFL, MLB, MLS, NBA, or WNBA game. 

Brands can highlight key plays or even funny moments immediately on X, Instagram, even LinkedIn because suited folks watch live sports too. 

Brands can also run promotions related to superstars. Get 10% off for every hit the Dodgers’ Shohei Ohtani gets during a weekend game, for example. 

What about user-generated content? 

Small businesses could partner with a local super-fan to go live on YouTube or Facebook to do analysis of games. I’ve seen YouTubers do this with NFL games.

Some have thousands of viewers watching despite no video of the game being used. The YouTuber has to be entertaining to pull this off. 

There are tons of opportunities for this type of marketing or fan engagement with high school sports broadcasts. Also, chances to get in on the NIL deals (name image likeness) available with high school sports (NIL even middle school). 

Don’t forget, you don’t have to sign a deal with a 5-star linebacker. Many “amateur” athletes blow up on social media because they have 5-star skills on social media. 

Next, is the fastest-growing sport in America.

Brands Should Hop on the Pickleball Bandwagon

I now live near Athens, Georgia, a college town. Not a giant population, but the local pickleball club has over 500 members! Pretty crazy how this recreational sport’s taken off. 

There are tons of tournaments all over the country. Lots of sponsorship opportunities.

No rule against brands sponsoring a player who will never make it to an ESPN-level pickleball tourney. But there are upsides to having your brand connected to grass-roots-type players well-known by live audiences and other players. 

No rule against sponsoring a pickleball clinic either. Your business could also set up a pickleball tournament to raise money for a non-profit. 

Pickleball’s the fastest-growing recreational sport, but TV coverage is growing too. It’ll never rival football or baseball, but who’s to say it won’t bump tennis down a notch in TV ratings?

Ok, before we get to This Week’s Marketing Wrap-Up, here are 7 more ideas for getting attention for your brand through live sports and related activities. 

7 Real-Time Engagement Opportunities

1. Weather-Based Sports Marketing. When games get delayed, cancelled, or played in extreme conditions, brands can create related content.

2. Underdog Stories. Hitch your brand to unexpected winners, comeback stories, or Cinderella runs. This works especially well for underdog brands.

3. Injury Comeback Narratives. Support athletes returning from injury or retiring, connecting grit, recovery, or "second chances" to your brand values.

4. Record-Breaking Moments. When athletes break records, brands can create content around "breaking barriers" or "setting new standards" to tie to their own milestones.

5. Dynamic Stadium / Arena Signage. Digital billboards that change based on game situations, scores, or momentum shifts. Even local businesses can buy targeted slots during specific game moments.

6. Halftime Show Sponsorships. Super Bowl’s a no-go for most companies. But every level of sport has an intermission for sponsoring performances, contests, or fan experiences.

7. Post-Game Interview Backdrops. Local and regional brands can often secure placement in press conference backgrounds when teams advance in playoffs. Same for high school seniors signing day coverage (see image below). 

Now we can dribble into The Wrap-Up…

Please share Inbox Hacking with a fellow marketing maniac or business owner. I appreciate you reading. So do my two pups since it keeps them supplied with brand-name treats.

Shane McLendon - Copy Kingpin.

YouTube’s influence cuts down the average online video shopper’s journey by 6 days. ~Think with Google