Why is sport such a powerful avenue for brands to connect with consumers through?

Well, the first and most obvious reason is it’s truly the only live tune-in connection we can tap into at scale anymore. From youth to amateur to the pros, it’s literally the only media – if you were to call it that – where appointment viewing still means anything. But beyond the practical audience aspect, it is also in my opinion the only experience where all facets of the human condition are put on display. Sport reflects not only our physical abilities and limitations, but also, it’s a canvas for which we display our humanity.