I can see how the revenue might work , a 50/50 split between...

I can see how the revenue might work , a 50/50 split between sports hero and the marketing company , I assume the marketing company be it a telecoms, an airline , or a other retail company offers a prize that users pay to play with the aim of winning that prize by competing against the other users

Revenue from playing is shared 50/50

I see this form of marketing taking off very similar to how Facebook have monetised itself and their share price has continue to head north