The biggest World Cup ever gives brands an opportunity to forge global audience connections — something many are doing via YouTube already.

The Knicks making the NBA Finals will give the league a nice TV boost and some compelling narratives to close out a successful first season of the league’s new media deal.

A new partnership from StreamLayer and Curated.Media aims to provide programmatic access to key moments during live sports (and other programming).

As the NFL’s 2026 schedule takes shape, the league appears to be quietly embracing its destiny as streaming-first.

YouTube has seen enormous growth as a hub for sports content worldwide. Now comes the hard part: Merging highlight behavior with live game watching.

The NFL’s YouTube strategy around the NFL Draft has a long-form creator flavor to it.

The NFL’s potential YouTube deal is about more than just money. It’s about the future of TV.

The NFL isn’t waiting for traditional TV to build out how it increases media revenues. It’s using streaming to grow revenues rapidly, with or without networks.

Which brands are finding ways to engage with fans on social video via the excitement around March Madness?

Bad Bunny’s Gen Z appeal is a big part of the NFL’s larger efforts to get younger, and stay ahead of the streaming curve.

A look at the increasing footprint of creators during the Super Bowl, as the NFL and advertisers invite digital video further into its domain.

New research shows 78% of CTV advertisers are already running live sports campaigns. Premion's Peter Jones on what that means for local and regional brands.

in a move that could topple the larger regional sports network model, nine MLB teams have cancelled contracts with FanDuel Sports Network.

Sports rights conversations have focused primarily around Fox and ESPN in recent years, but NBC has quietly made itself into a power player on the back of premium events.

MLS matches will now be included in Apple TV subscriptions, as the service adjusts how it’s positioning itself in the market.

The World Series was a global affair this fall, in part fueled by impressive performance for international videos on YouTube.

The 2026 FIFA Men’s World Cup will see a record 69 matches on Fox’s broadcast network, as the event moves back to summer while largely taking place in the U.S. next year.

F1 is coming to Apple in 2026 — but does that mean anything for either without a larger Apple investment in sports?

Audience figures for the Mariners (and Dodgers) are faring just fine so far — across TV and YouTube — which may quell fears of a West Coast World Series spelling doom for MLB ratings.

MLB’s 2025 season was a success on TV — now how does it grow on that when the possible outcomes have such a wide range of audience possibilities?