Top Sports Marketers Think Beyond 'Butts in Seats' to Grow Their Franchises

How NBA, Call of Duty and Nascar are courting new fans and players


The way fans want to experience live sports is changing, and the esports world is only growing more and more rapidly, creating a challenge for marketers to capture and keep their attention.

At Adweek’s Women Trailblazers Summit this week in New York, top marketers from Activision Blizzard, the Philadelphia 76ers and Nascar said they’re spending more time not just on broadening their audiences but also recruiting the next generation of celebrity athletes.

“If you’re focusing on butts in seats or the eyeballs on TV at

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