How Live Events Delivery is Evolving: A Buyer’s POV on Live Sports on Streaming

Author: Jen Pittenger

Over the past few years, the live sports ecosystem has undergone a seismic shift. Streaming platforms, social media, and creator-driven content have transformed how fans engage—and how brands show up.

Xumo Advertising recently sat down with Joey Sciamarelli, VP, Sports at Publicis Sports to unpack the buyer’s perspective on this evolution, the metrics that matter, and how major brands are adapting to a fragmented but creatively rich media landscape.

From the increase of new avenues to reach fans to holistic brand engagement beyond live games, here are four areas that stood out when it comes to the shifting landscape of live sports for brands and buyers:

Q: How has the live sports landscape changed from a buyer’s perspective over the last two years?

Joey Sciamarelli: Live sports have always been an incredible way for brands to reach engaged viewers but as the content has fragmented across screens and platforms, now it’s less about where fans are watching and more about where they’re engaged. Traditional TV is still a big way fans watch, but now we’re seeing streaming platforms like Xumo, social highlights, and even creator-driven content becoming central to the fan experience. Influencers are playing a bigger role, tying into campaigns in ways that feel authentic and energizing.

For brands, this surge in alternative channels brings out really interesting and unique ways to reach audiences. Today, many brands are shifting towards trying to deliver unduplicated incremental reach. The goal is to hit consumers at their passion points across multiple platforms—traditional TV, streaming, social, and experiential. It’s about creating a holistic presence that meets fans wherever they are.

Q: Streaming platforms like Xumo have moved beyond the traditional 30-second ad. What ad formats or strategies do you feel are resonating now?

Joey: For our brands, we’re leaning into interactive formats—polls, QR codes, L-bars. It’s all about enhancing the viewing experience. For example, we’ve run campaigns where fans watching college football can scan a QR code and instantly order a Coca-Cola product from Walmart. It’s seamless and actionable, right from the couch.

No matter the delivery, relevance is key more than ever. We’ve also tapped into influencer networks to feature alumni from college football or NASCAR stars holding a branded soda can. It’s not just product placement—it’s storytelling that connects with fans on a personal level.

Q: With premium games going exclusive to individual services, how do you maintain scale?

Joey: Live sports have become more fragmented than ever. It’s no longer that fans tune into a few broadcast channels to catch their favorite team. There is content everywhere, all the time. That’s why we’re focused on holistic strategies—partnering with streaming platforms, social media giants, and creator communities. Instead of chasing the sport, we show up where the fans already are.

With so many platforms, if we don’t connect the dots across the ecosystem for our brands, we risk losing clarity and scale. The challenge is staying realistic and strategic in how we measure and activate across all these touchpoints.

Q: Are fans only watching live sports, or is there more to the story?

Joey: That’s what’s great about platforms like Xumo. Their FAST channels fill the gaps between live games with 24/7 sports content—NASCAR, college football highlights, top 10 countdowns. It keeps fans engaged and gives brands more opportunities to integrate and keep a consistent connection with audiences.

The evolution of live sports is meeting fans where they are

As the sports media landscape continues to evolve and move across platforms and channels, advertisers are pushing for innovation, relevance, and holistic engagement to drive connections with viewers. Whether it’s during a live game, catching up on post-game highlights, or revisiting old games in the off-season, brands are looking for entertainment and streaming platforms that help them meet fans wherever and whenever they are watching.