A new agency, Engine Shop, is working on bringing new media technology into the marketing world. The company recently acquired Miami Marketing Group and formally announced the Engine Shop launch at an event in Indianapolis, in advance of the Super Bowl.

"The worlds of experiential marketing and digital engagement are now forever intertwined," said Brian Gordon, CEO and principal of Engine Shop. “Whether brands are creating experiences around major events like the Super Bowl, New York Fashion Week and the Ultra Music Festival or executing a brand launch event or a 20-market tour - we believe digital, mobile and social media extensions are absolutely critical."

Thanks to its extensive list of networking contacts, at Engine Group's launch its client list includes ESPN, GMC, DIRECTV, Johnson & Johnson, SoBe, among many more established companies.

Sports marketing has evolved with technology, which is important to know for students set to receive a marketing degree. New types of media such as social networks are beginning to change the ways companies market their products.

According to the Financial Times, companies are turning to social media to test their marketing initiatives before showing them off to a mass audience at events like the Super Bowl. This method allows the companies to receive feedback from people who seek them out on social media and who are interested in the brand.