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

an empty stadium
With games suspended indefinitely, networks are looking for ways to fill live sports airtime that has been sold to advertisers. Getty Images

Key insights:

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.

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.