If you didn’t know, I’m a poor triathlete and an almost fairly decent cyclist. I watch a lot of those races on television. I spend a lot of time on cycling sites — shopping for gear, mostly. Know what I see there? Triathlon advertising. Cycling advertising. You’ve seen the same thing if you’ve ever watched a niche sport.
(Are there quidditch commercials around the quidditch World Cup? There should be quidditch commercials.)
Same principle applies here: Why Brands Are Upping Their Ad Spends on This Sports Site That Covers Everything From Track to Jiu-Jitsu.