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In today’s fast-evolving media landscape, live sports streaming continues to attract massive, highly engaged audiences. For advertisers, this represents a prime opportunity to connect with viewers during the moments they care about most.
At Madhive, we have direct partnerships with leading sports publishers and leagues, delivering unmatched transparency, trust, and brand safety. Our direct partnerships ensure you know where your ads run, providing verified access to premium live sports inventory.
Anthony Campanella, VP of Inventory and Partnerships states, “With partnerships that we've been able to establish here at Madhive, be it our Disney Live Sports certification or the ability to access Live North American sports at scale, there are no minimum requirements. We can buy programmatic guarantees at the local level, and now you have an array of ways that you're actually able to purchase.”
Research from Parks Associates shows that the sports media landscape is rapidly shifting from traditional broadcast and cable to streaming platforms.
"Sports fans now have more ways than ever to engage with their favorite teams," says Michael Goodman, Senior Analyst at Parks Associates. This shift is broadening the audience for niche sports and out-of-market games while enabling interactive experiences like multicasts, live chats, and in-game betting — all contributing to higher engagement.
For advertisers, this means access to a wider, more diverse, and highly engaged sports streaming audience. With this dedicated and growing fan base, sports streaming advertising offers a lucrative, brand-safe channel for reaching engaged audiences.
Connected TV (CTV) is transforming how fans watch live sports, capturing a large share of sports viewing. This shift brings huge benefits for advertisers:
CTV sports streaming provides advertisers with premium reach, higher engagement, and measurable ROI on live sports campaigns.
Not to mention, advertising attention is stronger on live sports. This kind of attentive, receptive audience is rare in today’s fragmented media environment—and it positions CTV sports as one of the most effective channels for brand storytelling. In fact, 64% of respondents said they tuned into ads, and 80% recalled them. This kind of engagement underscores the unique value of live sports for advertisers.
Pro tip: Consider advertising during “shoulder” programming.
At Madhive, we believe advertisers deserve full transparency about where their campaigns run and every local advertiser should have access to this inventory. Campanella went on to say, "What I'm excited about is that now there's more access to not just those larger streaming services where they are selling it nationally, but there is now access to these local brands that are made available programmatically."
That’s why we have forged direct partnerships with major sports leagues and premium publishers — eliminating unnecessary middlemen and ensuring maximum transparency, accountability, and brand safety.
Earlier this year, we proudly announced we are Disney Live Certified, unlocking exclusive access to live sports across the entire Disney portfolio — including Hulu and ESPN. This certification offers our partners a trusted, premium path to some of the most in-demand live sports content available.
We also just unveiled a local live sports marketplace in partnership with Fox TV stations, effectively unlocking expanded access to exclusive premium sports programming for local advertisers. This includes live games and premium sports moments across CTV, including NCAA college football.
The expanded sports solution, part of Fox’s FLX targeting platform, marks a significant milestone for local advertisers, making premium, high-demand CTV live sports inventory available at scale. FOX Television Stations will leverage Madhive’s technology to make its coveted live sports inventory available to local advertisers, including live NCAA college football games via FS1.
Our extensive live sports inventory includes:
With over 16 live sports packages, you can target professional and college sports separately or run broad, cross-sport campaigns. This flexibility combined with transparent, direct partnerships empowers advertisers to make smarter decisions and deliver measurable, impactful results.
The live sports streaming audience is growing fast, and the brands that act now will reap the biggest rewards. By partnering with Madhive, you gain direct, transparent access to premium live sports inventory across CTV and streaming platforms — putting your brand front and center with engaged, passionate fans.
Ready to take your advertising game to the next level?
Contact Madhive today and discover how our trusted partnerships and premium sports streaming inventory can help you score big with live sports advertising on CTV.
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