But there are some downsides. Not everyone has access to high-speed internet or streaming subscriptions, so some fans can get left out. Plus, with so much content out there, it can be hard for teams to stand out. Still, the move to digital has opened up new ways to make money, like selling digital collectibles or offering premium app features. It's also boosted brand visibility, since teams can reach fans all over the world, not just in their local area (Parganas et al., 2017). Sponsorships have also evolved a lot, especially with all these new digital channels. For a sponsorship to really work, it has to .feel authentic. The Oregon-Nike partnership is a perfect exampleNike's roots in Eugene and Phil Knight's connection to the Ducks make it more than just a business deal. When a sponsor's brand lines up with the team's values and audience, both sides win. It's not just about putting a logo on a jersey anymore. Now, sponsors want to be part of the fan experience, whether that's through interactive social media campaigns, special events, or even co-branded digital content. What makes a sponsorship successful? It comes down to a few things: Brand alignment: The sponsor and