Sports remain the final frontier of TV advertising, with two-thirds of the most-viewed primetime telecasts in 2025 being sports and the NFL accounting for nearly half of that list. Yet while sports marketing is often defined by big moments—Super Bowl ads, sponsorship launches, and major activations—the brands that win consistently don’t just show up for the moment; they learn from it. The real advantage comes from building systems that capture consumer response before, during, and after major events so each activation informs the next. In this conversation, leaders will explore how brands are shifting from one-off campaigns to always-on strategies that optimize performance across the full sports calendar.