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People talk about sports a little differently than they used to. Post-game discussions don’t have to wait for the next morning’s water cooler chats. Instead, fans turn to Twitter during the game for up-to-the-minute reactions, GIFs, jokes and memes.
That’s not something that traditional TV-first media brands can easily identify, and it’s why Dave Finocchio, the co-founder and CEO of Bleacher Report, has built such a successful brand for millennial men.
“The culture of sports includes talking about it,” Finocchio told Adweek, “and our transition from a news media brand into an influencer brand has been really cool.”
At Bleacher Report, which was acquired by Turner in 2012, the team have been attracting “people of the culture” for a while, as opposed to just reporting on the culture of sports from afar.