With Live Sports on Hold, Marketers Turn to Athletes for Content
League play has been suspended, so athletes are playing online—and marketers hope to turn it into programming
With games suspended indefinitely, networks are looking for ways to fill live sports airtime that has been sold to advertisers.
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Key insights:
- Big stars like LeBron James have created TikTok accounts.
- Some teams are already taking matters into their own hands.
Within days of Utah Jazz center Rudy Gobert testing positive for coronavirus, almost every major sports league in North America had paused or suspended play, which has included the cancellation of the NCAA’s annual March Madness tournament.
