# The Spectacle of Sports: How Brands Create Big Moments Beyond the Game | In the Game

Page: https://stenobird.com/podcast/behind-the-numbers-an-emarketer-podcast-802137/the-spectacle-of-sports-how-brands-create-big-moments-beyond-the-game-in-the-game
Text version: https://stenobird.com/podcast/behind-the-numbers-an-emarketer-podcast-802137/the-spectacle-of-sports-how-brands-create-big-moments-beyond-the-game-in-the-game.md
Podcast: [Behind the Numbers: an EMARKETER Podcast](https://stenobird.com/podcast/behind-the-numbers-an-emarketer-podcast-802137)
Published: 2026-07-30T04:01:00+00:00
Episode link: https://behindthenumbers.podbean.com/e/the-spectacle-of-sports-how-brands-create-big-moments-beyond-the-game-in-the-game/
Audio file: https://dts.podtrac.com/redirect.mp3/mcdn.podbean.com/mf/web/yajbftqihq285i5m/ITG_07302026_AUDIO.mp3
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JSON: https://stenobird.com/v1/public/podcasts/behind-the-numbers-an-emarketer-podcast-802137/episodes/the-spectacle-of-sports-how-brands-create-big-moments-beyond-the-game-in-the-game
Duration seconds: 1656

## Resource

On today's podcast episode, we discuss the audiences for "spectacle events," including one-off marquee sporting events like UFC 250 and sporting occasion-adjacent events like the NFL Draft. We also explore the best ways to market around these moments and share some interesting examples of how companies are engaging with fans. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Marisa Jones, and Principal Analyst Max Willens. Listen wherever you get your podcasts, or watch on YouTube or Spotify. Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newslettersPurchase tickets and register for EMARKETER's The Future of Digital 2026 Summit here: https://www.emarketer.com/events/summit/2026-future-of-digital/?utm_source=events_pageFollow us on Instagram at: https://www.instagram.com/emarketer/For sponsorship opportunities contact us: advertising@emarketer.comFor more information visit: https://www.emarketer.com/advertise/Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here:https://www.emarketer.com/content/spectacle-of-sports-how-brands-create-big-moments-beyond-game© 2026 EMARKETER

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## Transcript

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