You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract 'Day of Reckoning' Coming: Marketers Sound Off on Skyrocketing Sports Prices Advertisers Say They'll Seek Ways to Speak Directly to Fans By Michael McCarthy, Published on March 21, 2014 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.