Sports as entertainment will always be here. The sports may change, but the fan base will stay alive. And if there is a fan base, there are people to market too and to sell too. These are some of the best ways it has been done.
One of the most famous campaigns was launched in 1988, when Nike sales were at a measly (hah) $800 million. The 'Just Do It' campaign was short and sweet, yet encapsulated everything people felt when they were exercising. This campaign lead sales to a soaring $9.2 billion by 1998.