It’s been a long time coming, but finally, sports are back. It’s being played in empty stadiums, arenas and bubbles, but we can cheer on our teams again.
For a while there, it felt like watching live sports was a foregone conclusion. Sports fans were missing their go-to form of entertainment, and frankly, the uncertainty of saving, starting, or concluding a 2020 season was causing a fair bit of anxiety. On the other side, leagues and programmers were also feeling the pressure to feed the appetites of fans that need to feel connected to their teams and athletes. While the first quarter of this year seemed like the end of the world, it instead offered brands the perfect opportunity to forge deeper relationships with their fans, by reminding them that there’s more to sports than what you see on the field.