How AI, Fandom and Live Sports Are Shaping the Future of Advertising
From Advertising Week New York to industry events in Miami, NBCUniversal leaders explored how AI, fan engagement, live sports and brand partnerships are creating new opportunities for advertisers.
October 12, 2026
This week, NBCUniversal leaders took the stage at industry conferences, executive forums, and cultural events across New York and Miami to discuss some of the biggest forces shaping advertising today. The topics ranged from AI and measurement to fandom, leadership, and live sports. While the settings were different, they all pointed to the same reality: advertising is entering a new phase and the conversations shaping the industry are changing with it.
How Fandom and Fan Engagement are Changing Brand Marketing
Fandom continues to be a powerful driver of audience engagement and brand relevance.
At Variety's Experience and Culture Summit, NBCUniversal's NBC100 main-stage discussion explored this idea, and how iconic IP, talent, audiences and technology create opportunities for brands to connect with consumers through deeper, more meaningful experiences.
The panel was moderated by NBC News NOW Anchor and NBC News Correspondent Savannah Sellers, and featured insights from NBCUniversal’s Marshall, alongside Ice-T, Sgt. Odafin “Fin” Tutuola, Law & Order SVU and NBC100 brand partners Rachael Zaluzec CMO & SVP, Customer Experience & Brand Marketing, Volkswagen of America and Julie Scelzo, Chief Creative Officer, Xfinity, Comcast.
Love Island USA provided another example, as Love Island USA: Aftersun Host, Tefi Pessoa and NBCUniversal’s SVP, Production, Bravo & Peacock Unscripted, Noah Samton, joined ITV and brand partner Poppi in an Advertising Week New York panel that examined how authentic participation in fandom can drive meaningful business results. The discussion highlighted how successful partnerships increasingly extend beyond media into talent, social, experiential, commerce and custom content that feel like a natural extension to the IP itself.
Meanwhile, at Jupiter Festival in Miami, NBCUniversal's Rock Studios team including Sari Feinberg, SVP, Development and Anderw Gottlieb, VP, Production Operations discussed how brands are moving from sponsorship to participation, using premium IP, talent and creators to become part of the communities audiences care about most.
Overall, as fandom continues to shape consumer behavior, brands are increasingly looking for ways to become a part of the experience, rather than advertising around it.
How AI is Transforming Advertising and Media Buying
For years, the industry has talked about the potential of AI. The focus is now shifting from possibility to practical application.
At Advertising Week New York, Ryan McConville, EVP & Chief Product Officer, NBCUniversal Advertising & Partnerships, joined leaders from Carat and FreeWheel to unveil a new agentic buying capability the companies developed together. The launch marked the debut of the first client-facing agentic buying solution interoperable with a major media network, combining audience, inventory and performance signals to help advertisers make smarter decisions and unlock greater value from their media investments, while keeping human expertise at the center of the process.
That momentum was reflected beyond the stage. NBCUniversal's Advertising Products & Solutions team received the ADWEEK Team Visionary Award recognizing its work in audience-based buying, cross-platform measurement, AI-powered solutions and One Platform.
The advertising industry conversation around AI has evolved from proof of concept to practical application, with an emphasis on how to provide measurable impact for marketers.
Why Live Sports are Essential to Advertising and Brand Partnerships
Few experiences match the scale, engagement and cultural impact of live sports. That opportunity was front and center in discussions around LA28 and the future of sports marketing, as advertisers increasingly look for ways to connect with audiences at scale through live experiences. Carson Daly, Co-Host of NBC’s TODAY, joined tennis champion, entrepreneur, author, and cultural icon Venus Williams and LA28’s CMO Alex Merchan for a deep dive into how LA28 is a defining cultural and brand moment.
And the industry is recognizing the power and impact of live sports for brands, and NBCUniversal’s leadership.
Charlie Saunders, EVP Strategy & Partnerships, NBC Sports was named one of ADWEEK's 2026 Sports Marketing MVPs for helping brands maximize the power of the Olympic and Paralympic Games while building momentum toward LA28.
NBCUniversal's Legendary February was also recognized as a Top 20 nominee for At The Moment Media's Moment of the Year after bringing together Super Bowl LX, the Milan Cortina Olympic and Paralympic Winter Games, and NBA All-Star Weekend into one connected multiplatform experience.
The momentum heading toward LA28 is a reminder that live sports deliver the unique combination of scale, engagement, and cultural relevance all in one.
Shaping the Industry Through Leadership:
The media industry is evolving quickly, and strong leadership is a differentiator for success.
At the WICT Leadership Conference, Karen Kovacs, President, Advertising & Partnerships, NBCUniversal moderated a discussion on trust, talentand transformation, exploring how leaders build high-performing teams, foster alignment and inspire engagement in a constantly evolving business environment.
The impact of NBCUniversal’s leadership was underscored by the week’s honors. NBCUniversal received the 2026 AEF Media Award, while Mark Marshall, NBCUniversal’s Chairman of Global Advertising & Partnerships earned honors from Variety's inaugural Power 25 Marketers & Advertisers list and BeautyCares' DreamBall, recognizing the company’s continued role in shaping the media and marketing industry.
The Future of Advertising at NBCUniversal
Across each stage, advertisers are looking for iconic IP, technology that creates value, and partnerships that bring brands into the culture. NBCUniversal remains focused on bringing those elements together to help partners create stronger consumer connections and drive business results.
