Why Sports Advertising is a Sure Bet in Uncertain Financial Times

No matter the industry you’re in, you want your business to thrive. You lay out your strategy for the year, hire the team you need and work hard to reach your goals. Sometimes though, things are out of your control. When uncertain times hit and the market fluctuates, how will you react to keep your business strong? 

It's tempting to start pulling back on certain aspects of your budget, but one area that you should look at more closely before cutting is your advertising spend.  

“When times like this arise, it’s not just businesses that start looking at their pennies,” said Eric Vasgaard, Midco Sports Sponsorship Manager. “Everyone really starts examining how they spend their dollars. Advertising helps your business stay top of mind so when people are ready to make a purchase, they think of you.” 

In fact, a study showed that 60% of the brands that stopped their TV spends for six months during an economic downturn saw decreases in both brand image and brand use.¹ 

Stand Out with Sports Advertising

If you are looking to reach your target customers wherever, whenever and however they are engaging with their premium video content, sports advertising could be the answer.  

“How people watch TV has changed,” stated Vasgaard. “We’re not sitting down to watch shows on live TV anymore, but people still gather to watch live sports. It's the last bastion of high profile, high reach viewing. No other medium amplifies a brand and resonates with a large audience like advertising in a live sports environment.” 

Live sports attract huge numbers. In 2024, 75 of the 100 most-watched prime-time telecasts were sporting events. That’s up from 56 the year before.² Major networks are putting their weight behind sports programming. Disney led with live sports content at their 2025 content meeting, meaning more dollars are going toward coverage. 

“Sports is a big part of the conversation around the future of TV,” continued Vasgaard. “Whether it’s pro football or regional basketball, it commands eyeballs, and advertisers know it. They want to put their message in front of an engaged and loyal audience.”

Finding Your Fans

While the power of sports advertising is undeniable, how do you know if your customers are fans?  

“Over the years, the definition of what a sports fan is has broadened,” said Vasgaard. “We’ve seen the surge in popularity of the NFL with women, as well as the power of the WNBA with former University of Iowa superstar Caitlin Clark taking the league by storm. There is a very passionate female fanbase out there that is watching more sports, changing viewership demographics and giving businesses an even better opportunity to be seen by a diverse group.” 

Beyond the stats, there are a few other ways to discover what your customers are watching. 

“Look at what they are wearing,” said Vasgaard. “If they come into your store or you see them out in the community sporting UND hockey gear or a Twins hat, chances are they are watching those games. Also, what are your competitors doing? Are they advertising during college basketball tournaments? You want to make sure your message is out there as well.”

Check All Your Boxes

The advertising landscape is more complicated than ever. That’s why Midco has a team of experts who can partner with you to achieve your advertising objectives, reach your target customers and optimize your budget – ensuring your business is positioned for sustained growth. 

“We look at what you are really trying to accomplish,” explained Vasgaard. “Are you looking to increase brand recognition or tout the sale of a product? Whatever you’re after, we can help create a plan that’s best suited for you.” 

There are many options to get your message in front of customers. From professional sporting events to regional college athletics, there is something to draw in every type of fan. Plus, the ability to target your ads through traditional television, digital and streaming platforms helps you be more efficient with your dollars.  

“Everything is customizable,” said Vasgaard. “We can help you pick the combination of spots and sponsorships that fit your audience, budget and goals. It might seem overwhelming with all the options, but that’s what your rep is for. A consultation is free, so if you’ve never tried sports advertising before, you can explore the possibilities without any risk.”