Over the past few decades, sports broadcasters thrived by offering advertisers structured ad vehicles played to captive audiences. That model is being upended. Audiences are quickly changing their viewing habits. Livestreams on phones, connected TVs, highlight clips distributed via social are replacing the broadcast TV channel as primary forms of sport viewership. Traditional sponsorship and ad models will change, but so will power structures. Sponsors won't be tethered to broadcasters as they are today. Logos on jerseys are just the beginning. The next few years will continue to reinvent the ways fans watch sports, creating new opportunities for brands to connect with those audiences.