Paramount and CBS teamed up for the launch of the CBS Sports Creator Studio. The companies’ co-creation is aiming to link brands and sports influencers / creators for access to pre-game events, BTS content, and parties. The merge of the influencer and sports world is part of the brand strategy to appeal to younger sports fans watching content on digital platforms. The executive vice president of sports for Paramount Advertising says “people are following the events on their phones, and we can offer that to advertisers to tie in more with their campaigns with our events.” (Marketing Dive)
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