In a digital age, where media consumption has fragmented beyond belief, sport stands alone as the last bastion of the masses. For brands, sport is the last true mass reach product. However, for such a critical medium, so many brands miss the mark on effectively engaging the sports audience. Like all media, sport proliferates across the breadth of channels – broadcast, stadium, social, sponsorship, influencer, experiential, participation and community. And the brands that get it right, don’t just connect with fans, they become players on the stage themselves, where everyone is watching.