Football season is upon us, which makes every sports media buyer — and fans across the U.S. — jump for joy, given the relative paucity of other sports to watch in the summer (sorry, baseball, you’re still too slow).
But this summer, a few developments in secondary sports (notably, the other football) have given marketers and their media agencies some alternatives to consider investing in — ones that are more cost-effective, draw more passionate and engaged audiences and are rising in popularity.
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