For many years, rights holders and properties did not need to change their model to reflect a more dynamic marketplace. Things were simpler and were valued in a more basic way. Digital platforms have shaken that up dramatically for industries of all forms.
Only recently are we starting to see sports look for new evolutions in the way they are presented and consumed. SportsBusiness Journal recently covered the changing sponsorship model of NASCAR and we thought it deserved some extra analysis from the agency side.
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