Everything has its limits, and the end of the $$$$ bonanza for sports is fast approaching imho. The contracts some of these athletes and coaches are getting are just incomprehensible, and I don’t know how they can be legitimately rationalized. Eventually, I believe the “big time” colleges and professional sports leagues will form their own streaming entities, offer subscriptions, limit advertising (like the Masters does), and just cut out the middlemen. Are there any of the sports broadcasting entities actually making a profit at present? It doesn’t appear so.
The Saudis in soccer are doing this by paying outrageous amounts of money for players, which puts pressure on the European clubs to match.
“limit advertising (like the Masters does)”
I can’t imagine too many sporting organizations will voluntarily limit their income. They will push as much advertising as the market will bear.