Publishing Sports Leagues Were Already All In on TikTok. Then the Coronavirus Hit Now it's more important than ever Leagues and athletes are relying on social media more than ever to connect with fans and using TikTok to make the best of a bad situation. Photo Illustration: Dianna McDougall; Sources: TikTok By Scott Nover & David Cohen March 25, 2020 Key insights: Without live sports, athletes are looking for new ways to connect with their fans. The NBA is the largest brand on TikTok, but smaller operations like the XFL and PBR have embraced it, too. Players are also using the platform to post PSAs urging proper hand washing and social distancing. “And at guard … in his rookie season … from Murray State University … Ja Morant!” Scott Nover @ScottNover firstname.lastname@example.org Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence. David Cohen email@example.com David Cohen is editor of Adweek's Social Pro Daily.