From your textbook:

• Ad Spending Update, 2003 (MSExcel):  Total ad spending, and by percent of all ad spending on sports.  From Sports Business Journal.
• Ad Spending Update, 2004 (MSExcel):  Total ad spending, and by percent of all ad spending on sports.  From Sports Business Journal.
• Cool Sequencing Example :  What it means for a show to be nestled next to the Super Bowl.
• Is Super Bowl Ad Spending Worth It? :  An updated take on the textbook example.  Another take for the upcoming Super Bowl here. 

Broadcast Rights Links, Current Topics:

• ABC History of Televised Football (1978): Yep, 1978. Some fun history here.
• Nielsen Ratings for Sports Programs :  Weekly from Zap2It.com.
• Pro Golf and Tennis Rights Fees, 2002 (MSExcel):  The book doesn't cover individual sports, but here you go anyway.
• Historical Ratings for MLB's World Series (MSExcel):  from Sports Business Journal.
• All-Time Historical TV Ratings (MSExcel):  See where sports place.
• "A Billion People CAN Be Wrong":  Steve Rushin at Sports Illustrated on myths about how many watch the Super Bowl.
• Sponsorship v. "Team Name Branding":  You can sell rights to the stadium name, or keep it yourself.  The Texas Rangers choose the latter.
• "Ambush" Marketing:  A growing problem for advertisers and sponsors.

Don't forget the TV data at the Sports Business Data Pages!