With Live Sports on Hold, Marketers Turn to Athletes for Content

League play has been suspended, so athletes are playing online—and marketers hope to turn it into programming

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Within days of Utah Jazz center Rudy Gobert testing positive for coronavirus, almost every major sports league in North America had paused or suspended play, which has included the cancellation of the NCAA’s annual March Madness tournament.

While the extent of the virus and the length of postponements remain unclear, sports leagues like the National Basketball Association and the National Football League have a ton of stars sitting on the proverbial bench who could, very quickly, help to create content to



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