Sports OTT Sponsorships: Beyond the Video Ads

Sports sponsorships are changing fast. Static banners and logo placements are being replaced with immersive, interactive brand experiences inside sports OTT apps.

Why? Because fans no longer just watch games—they engage and expect personalized experiences that bring them closer to the action. This shift presents a major revenue opportunity for sports brands and rights holders: turning every part of your app into premium, monetizable space.

Most platforms support pre-roll, mid-roll, and post-roll video ads, so those alone won’t set your app apart. What will? Selling branded space inside your UI—on both mobile and CTV—and dynamically updating it without extra development work.

For sports apps and live events, sponsorships need to be instant, relevant, and impactful. Here’s how to make them work.

1. UI Takeovers: Let Brands Own the Moment

Why stop at video ads when brands can own entire sections of your app? Some sponsorships become an organic part of the experience, giving brands a deeper, more valuable connection with fans. For example:

• A full UI skin takeover during a championship match, where your app’s colors, menu highlights, and banners transform to match a sponsor’s branding.
• Sponsored content rails that change dynamically based on the event or campaign.
• Scannable QR codes in CTV apps, linking fans to exclusive sponsor deals, discounts, or interactive experiences on their mobile devices.

2. Sponsored Categories & Content Hubs: Beyond Impressions, Into Engagement

Sponsorships should add real value to the user experience. One effective approach is incorporating dedicated branded sections inside an OTT app.

• “Powered by” Content Categories: Create sponsored, branded hubs with highlight reels, replays, or behind-the-scenes exclusives.
• Branded Event Collections: A CTV app could feature a “Brought to you by [Brand X]” section curating key tournament moments.

This approach gives brands long-term visibility while integrating sponsors into the user journey.

3. Microsites: Bring Sponsors Directly Into the OTT App

Why push users to external sites when you can embed full-screen sponsor experiences inside your app?

With microsite integrations, brands can add existing landing pages, promotions, and interactive content without extra engineering work.

Here’s how brands can tap in:

• A sports apparel sponsor running a live halftime e-commerce promotion inside the app.
• A car brand showcasing an interactive showroom where fans can explore models while watching the game.
• A betting partner displaying real-time odds and engagement tools without disrupting the stream.

This means higher engagement, better conversions, and deeper sponsorship relationships.

4. Cross-Device Sponsorships: Expand Reach from Mobile to CTV

A branded takeover on mobile can extend to CTV, creating a cohesive sponsorship experience across platforms.  For example, a sponsored section on a mobile app’s home screen can be added on a Smart TV app with premium placements—such as branded content hubs. 

The Evolution of OTT Sponsorships

To maximize sponsorship revenue, sports OTT apps need to go beyond basic ad formats and embrace immersive, high-value brand integrations.

Key ways to unlock new revenue:

• UI takeovers that feel like an organic part of the fan experience.
• Sponsored categories and interactive content hubs that add real value to the user journey.
• Microsites  that can bring sponsor experiences inside the app.
• Cross-device sponsorships that expand brand reach from mobile to CTV.

With Applicaster’s Zapp platform, brands can unlock premium sponsorship opportunities and full creative flexibility, no engineering or app store resubmissions needed.

Technology That Drives Sponsor Value

Unlike traditional app development, where UI changes require code updates and app store resubmissions, Zapp’s SDUI technology allows for:

• Real-time UI takeovers that adapt instantly to events and sponsors.
• Premium sponsorship placements like branded sections, sponsored rails, and interactive banners.
• Full-screen microsites for e-commerce, live stats, and third-party integrations.
• Sponsorships across multiple devices, creating a unified experience on mobile, Web and CTV apps.

This means sports brands can move fast, adapt instantly, and offer stand-out sponsorship experiences.