Pitch perfect? Only if sports ads put the viewer first
Opinion
The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value.
Anyone who’s lived through a cup final knows the feeling: nerves before kick-off, the eruption when the goal goes in, the heartbreak when it doesn’t.
Live sport is one of the last true shared experiences, uniting millions in the same emotional moment. And, increasingly, that experience is digital, with 71% of UK connected sports viewers watching live sports via streaming apps, according to LG Ad Solutions.
That’s why advertising in live sport is so powerful. But if it jars or intrudes, the backlash is instant.
The likes of the Champions League and NBA aren’t just sporting events; they’re cultural moments. For fans, they carry ritual, passion and community.
With both now streaming on Amazon Prime Video, the stakes for advertising are even higher.
The opportunity to reach millions in a shared, live moment is huge, but the risk of alienating audiences is just as high. Developing interactive sports ads will be a proving ground for how technology can enrich, not interrupt, the fan journey.
Done right, these formats transform the screen into a bridge between content and commerce. Imagine buying your team’s new kit with a single click during a live broadcast or unlocking exclusive behind-the-scenes content through a branded overlay.
The best ads don’t interrupt; they integrate. They add value, rather than friction, to the journey.
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Keeping fans on side
Fans don’t miss a misplaced pass and they don’t miss a misplaced ad either. They’re hyper-aware of disruption and, in live sport, timing is everything.
Amazon reports that more than 13m viewers in the UK and Ireland watched Champions League matches last season on Prime Video and these fans spent 140% more money on Amazon than other customers during the same period. That illustrates the pay-off when putting the viewer first.
Formats that give viewers control, relevance and value are far more effective. If an interactive feature provides context — stats, highlights or merchandise tied to the game — it feels natural. If it’s generic or misplaced, it doesn’t land.
Rather than placing ads in sports content, another effective strategy is to weave sports directly into the ads themselves. For instance, including sports results or upcoming schedules within an ad has been shown to boost consumer attention by as much as 52%.
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Relevance is the MVP
Technology now makes it possible to deliver tailored experiences at scale, reaching the right audience with the right message at the right moment.
In live sport, relevance isn’t a nice-to-have — it’s the difference between feeling part of the game or pulled out of it. That’s where new tools come into play.
Features like Sports Ticker, a tool Equativ developed, weave live scores and upcoming fixtures into a connected TV (CTV) ad. By integrating real-time game information directly into the creative, Sports Ticker aims to turn a standard ad into an experience that feels part of the moment.
Buying features embedded into ads take this a step further. By transforming CTV ads into shoppable experiences, they connect fans directly to product pages in a single action.
That means brands can drive qualified traffic, boost product discovery and turn TV engagement into measurable conversions — all without dragging the viewer away from the action.
These enhancements show that innovation can respect fans while driving measurable results for brands. Relevance, in other words, isn’t just the most valuable player — it’s how you win both hearts and results.
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Future of fan-first advertising
We’re at a turning point for live sports advertising. What feels new today — shoppable overlays, interactive formats, personalised creative — will soon be expected.
CTV is giving brands a direct line into people’s living rooms, letting them engage fans in ways that are measurable, meaningful and genuinely part of the moment.
The temptation, of course, is to do too much, too fast — crowding streams with gimmicks in the name of novelty. But success doesn’t come from more features; it comes from better experiences.
Seamless integration, relevance and respect for attention are the principles that determine whether an ad scores or fumbles.
When done right, live sports advertising doesn’t just shift the adtech landscape; it can transform the way we experience sport. The best innovations blur the line between content and commerce, making interactions intuitive, rewarding and measurable.
In live sport, more than anywhere else, the rule is simple: if it doesn’t serve the viewer, it doesn’t work — and the right measurement proves it.
James Grant is senior vice-president, advanced TV, at Equativ