Sports Leagues Are Teaming Up With Brands to Bring Digital Experiences to Fans

It's all part of adjusting to 'the new normal'

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Minutes into a hockey match between the Las Vegas Knights and the Colorado Avalanche, fans were treated to a special reminder from the stadium’s speakers: Concessions would be all you can eat—as long as fans remembered to stock their fridges.

The stunt was a reminder of the bizarre reality facing professional sports leagues during the pandemic.



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This story first appeared in the Sept. 14, 2020, issue of Adweek magazine. Click here to subscribe.