The Varsity Up Front With Jeremy Carey
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May 11, 2025 Jeremy Carey, Chief Investment Officer at Optimum Sports, discusses the future of sports advertising amid evolving market dynamics. He highlights the significance of upfront presentations and their impact on advertising strategies. Carey delves into the challenges posed by recession fears and shifts towards innovative media to engage younger audiences. He also examines the transformation of ad strategies, the power of major sports events, and the growing role of women's sports in this new landscape.
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Sports Dominate Upfronts Now
- Sports is now front and center in upfront presentations, unlike a decade ago.
- Networks heavily prioritize sports programming as a key part of their content strategy.
Platform Approach to Sports Buying
- Effective sports ad buying builds holistic platforms across broadcasting and digital.
- Ownership position plus activation plans beyond buying spots maximize value.
Healthy Market Faces Economic Uncertainty
- The sports advertising market is currently very healthy but faces uncertainty from economic and supply chain issues.
- The true impact of recession fears on marketing budgets remains unclear and demands marketplace flexibility.