Sports media’s rising tide lifts niche ad tech firms

As sports marketing spend rises, demand among marketers for help managing and measuring the effects of that investment is also up.

A clutch of specialist, sports-focused ad tech and mar tech firms have emerged in recent years to fill that gap. It’s a niche that’s expanding quickly in the wake of brands’ enthusiasm for sports spending. PwC estimates the sports sponsorship market will rise above $160 billion by 2030 – and it was the hottest content to sell in this year’s upfront marketplace.

“It’s kind of a wild west,” said Gartner analyst Chris Ross.

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