Monetizing the Event
In 20 to 30 years, everyone will look like Red Bull. Red Bull is now the event. ESPN started this with X-Games, and it’s the way things are going to go. All major leagues and sports will have proprietary networks. For each one, you’re going to log in to watch what you want to watch and buy it directly from the supplier. Embedded in that are the sponsorships and product mentions and everything else that a sports property needs to monetize the event.
Dr. David K. Stotlar
Professor, School of Sport and Exercise Science, University of Northern Colorado