TikTok and virtual events are helping sports teams and brands stay afloat during COVID. The pandemic continues to upend sporting events, and many teams have had to scramble to find ways to appease brands as sponsorship plans are derailed. Due to legal reasons and contracts, some deals are harder to get out of, so virtual events like NASCAR’s iRacing series and NBA’s town halls have served as solutions for the time being. Athletes and leagues like the NFL, NHL, MLB, and NBA have turned to TikTok for sponsored hashtags and “challenge-driven content” (attracting millions and billions of views and followers) to keep their young fans entertained. (Front Office Sports, Ad Age, The Business Journals)
