Live sports used to be reserved for brands with the deepest pockets—those able to invest in multimillion-dollar sponsorships and upfront TV buys. But that’s no longer the case. As live sports dominate streaming TV, programmatic is breaking down the old barriers. Brands of all sizes can now show up in premium, appointment-based moments without the heavy lift, as what used to take months of planning and major spend can now be activated with speed, precision, and flexibility. Join ADWEEK for a fireside chat with Index Exchange president and CEO Andrew Casale as they explore how brands are tapping into a new era of agile, high-performance sports marketing, reaching fans in real-time and scoring big without the old-school costs or complexity.