Watch: Why fans are turning to Twitter for live sports—and what this opportunity means for brands

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From the success of "The Last Dance," the Michael Jordan documentary miniseries, to KBO, the Korean baseball league, Americans' passion for sports never subsided during the nationwide shutdown of pro leagues due to the pandemic. In fact, sports' fans engagement on social media grew exponentially during the shutdown. 

Now that live sports are back—without the live audiences—brands have unique marketing opportunities to reach this fanatic customer base, TJ Adeshola, head of U.S. Sports Partnerships at Twitter, tells Josh Golden, Ad Age's president, during this 20-minute Publisher’s Fireside chat.

Adeshola cites the NFL's virtual draft, where A-B InBev's Bud Light advertised its new hard seltzer by re-creating the draft day tradition of fans booing league commissioner Roger Goodell and encouraging fans to post videos of themselves jeering with the hashtag #BooTheCommish.  

“I’m excited for the sports landscape, and marketers particularly," Adeshola says. "This marks an opportunity to truly do the things that they’ve always thought were wonky, crazy ideas—but now they can actually pull off.”

This custom conversation is made possible by Twitter.