“It’s all about the fan.”
This was the sentiment echoed the most in today’s Sports in the New World Order panel during Day 1 of the Brandweek Sports Marketing Summit and Upfronts. Adweek chief community officer Nadine Dietz sat down with Kate Jhaveri, CMO at the NBA; Heidi Browning, CMO of the NHL; and Barbara McHugh, svp of marketing at MLB. They discussed exactly how these three leagues pivoted in times of need and what we can expect from the future of sports in the “new world” post-pandemic.
Jhaveri reflected on the NBA hardships of 2020 leading up to the Covid crisis, with the passing of former longtime NBA commissioner David Stern, Kobe Bryant and his daughter Gigi, as well as social injustice: “Fans have a greater expectation of brands and are holding them accountable to address issues around the world.
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