New players are entering the field from all sides

consider in just the last few years the very definition of "professional sport" has expanded beyond the pro and collegiate leagues that once dominated the scene. Football (and the Super Bowl in particular) may still be a leading player in broadcast media, but today's armchair quarterbacks are also tuning in to cheer at ninja-like obstacle course competitions, following player stats to build their own fantasy sport teams, or even taking part in competitive video game tournaments. This has left long-established sports teams scrambling to update their marketing playbooks and create content experiences that will win over the audience – and secure essential sponsor support (more on this in a minute).