Interactive ads are changing the game in sports advertising, turning passive viewing into engaging, immersive experiences. From March Madness to the NFL, brands are leveraging advergames, interactive polls, and shoppable carousels to drive real engagement. As we gear up for March Madness and the NBA playoffs, we’re revisiting some of our favorite interactive sports campaigns—including Olympics frame ads and Premier League marquees—to highlight how brands can tap into the excitement of live sports with interactive advertising.

As CES made clear, CTV, live sports, and AI will dominate adtech in 2025.