Athletes are ditching press hits to become their own media brands
eMarketer reports that athletes like Jaylen Brown and WNBA stars are streaming unscripted on Twitch, drawing tens of thousands of viewers and out-engaging typical influencers. Brands must now approve, not script, content and engage live rather than buy authenticity after the fact.
Why it matters. Athletes who own their streaming channels can now dictate approval rather than scripting terms to brands, forcing marketers to negotiate as guests in the athlete’s platform instead of clients directing content.
Signal from emarketer.com · read the original.
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