Industry Insight: Discover’s Groundbreaking Deals & Strategic Partnerships College Athletics - 2025 BIS · 24:18

The panel highlights how brands leverage collegiate sports to drive national reach, integrate media and sponsorship, and adapt to changing fan behaviors. They emphasize authentic engagement through on-site activations, expansion into women’s and Olympic sports, and balancing traditional broadcast with innovative digital strategies. The discussion also covers ROI measurement, creative partnerships, and future opportunities for deeper fan connection. Key Topics: - Media Integration & Amplification - Expansion into Women’s & Olympic Sports - Authentic Engagement & ROI Measurement Chapters: 00:00 – Introduction & Panel Overview 01:14 – Why Discover Entered Big Ten Sponsorship 05:00 – Media Integration Across Broadcast Partners 10:00 – On-Site Activations & Fan Connection 22:30 – Expansion into Basketball & Olympic Sports 25:00 – Women’s Sports as a Strategic Priority 29:30 – Measuring ROI & Multi-Year Partnership Benefits 39:30 – Closing Remarks & Future Outlook

July 21, 2025