How Sports Brands Are Building Virtual Connections for Real-World Growth

Experts say it's a long-term process with little to show in the short term

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Where can sports brands find new global audiences and revenue growth beyond their core fans? To quote EA Sports’ long-running tagline: “It’s in the game.”

The Covid-19 pandemic accelerated a trend already in motion as lockdowns, restrictions and in-person sports cancellations drove fans to online gaming in massive numbers. The number of gamers globally reached 3 billion last year, according to gaming data firm Newzoo, marking a year-over-year growth of 5.3% that helped drive revenues of $180.3



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This story first appeared in the Feb. 21, 2022, issue of Adweek magazine. Click here to subscribe.