YouTube Launches New Sports-Focused Ad Categories
YouTube is expanding its advertising opportunities for brands looking to connect with sports enthusiasts through two new premium ad placements within its YouTube Select lineup, announced October 1, 2025.
The video platform has introduced the College Sports Lineup and YouTube TV Women’s Live Sports Lineup, designed to help advertisers reach passionate sports audiences during live games and on-demand content. These additions come as YouTube continues to establish itself as a major sports viewing destination, with over 40 billion hours of sports content consumed annually on the platform.
Targeting College Sports Enthusiasts
The College Sports Lineup focuses on men’s college football and basketball audiences, offering advertisers access to live games on YouTube TV alongside video-on-demand content. This placement allows brands to reach one of the most engaged demographic groups in sports viewership through reserved ad spots during crucial game moments.
Capitalizing on Women’s Sports Growth
The YouTube TV Women’s Live Sports Lineup represents YouTube’s commitment to the surging popularity of women’s athletics. This offering features exclusively live game content across both collegiate and professional women’s sports on YouTube TV, tapping into what YouTube describes as “explosive momentum” in women’s sports viewership.
Both lineups primarily target viewers on Connected TV devices, providing traditional television-style advertising opportunities within YouTube’s digital ecosystem. The platform recently demonstrated its sports broadcasting capabilities by hosting the 2025-26 NFL season opener.
Advertisers interested in these premium placements must contact Google representatives directly to discuss YouTube Select reservations. The new sports categories join existing YouTube Select offerings in beauty, fashion, gaming, food, and lifestyle content, giving brands more targeted ways to reach specific audience segments during high-engagement moments.