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

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.  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.  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. 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.