As Coronavirus threatens sports marketing, brands have to come up with a “new playbook.”

As Coronavirus threatens sports marketing, brands have to come up with a “new playbook.” With the Summer Olympics postponed to next year and other sports events cancelled for the time being, brands are finding ways to continue marketing to sports fans. Some, like Anheuser-Busch, are redirecting money invested in sports marketing and placing it in with their nonprofit partners, while others are looking for ways to continue engaging fans via social media, or esports and online gaming. There could be increased investments from brands who have already dipped their toes into esports or interested in it. YPulse’s research shows that 38% of young males were watching esports content weekly before the pandemic even started. (Marketing Dive)