From Fandom to Outcomes: How Data, Attention and Context Are Reshaping Sports Advertising Dave Ajumobi, Two Circles

<p>In this episode of Curation Conversations, Dave Ajumobi, former professional athlete and Programmatic Lead at sports and entertainment marketing business Two Circles, explores how sports advertising is evolving in a more fragmented, data-driven media landscape. </p><p> From understanding fan behavior to delivering measurable business outcomes, Dave shares how curation and programmatic work together to bring greater context, control and efficiency to modern media strategies. </p><p> The conversation covers the rise of omnichannel activation across CTV, digital out-of-home and audio, the importance of authentic engagement with sports culture, and the growing opportunity in women’s sports. Dave also discusses the role of AI in programmatic, not as a replacement for human thinking, but as a tool to enhance it, and the need for more collaborative approaches to measurement. </p><p>Looking ahead to major global moments like the 2026 Football World Cup, this episode explores how brands can better connect fan attention with real commercial outcomes. </p>