How U.K. Sports Outlets Pivoted to Branded Content, Social Video to Keep Fans Engaged

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Live sport has been coming back to screens over the last two months, and like the U.K.’s Premier League, it has seen a spike in linear TV numbers due to sports-starved audiences. While that lift might be predictable, what sports franchises and publishers did during the coronavirus lockdown likely helped keep fans on their viewing rosters.

The lack of live sports’ advertising opportunities on linear TV has broadened the scope of branded content partnerships...

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