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Bleacher Report COO Alex Vargas Talks Strategy Behind Its Sub-Brands

Bleacher Report COO Alex Vargas is looking to thread the Turner-owned media outlet into the fabric of sports and pop culture, and said the "strategy is to build a portfolio of brands that consumers really care about and a suite of monetization capabilities that are able to support those brands," according to a Q&A with Max Willens of DIGIDAY. Vargas said what sub-brands like B/R Football, House of Highlights and B/R Kicks all have in common is they "have a profile of niche areas where we can build communities." He added, "In this day and age, audience is somewhat of a commodity. But building a community and creating content that's able to spark a conversation is what we're looking to accomplish with all of these." Vargas said if there is "not a path to doing 10-plus million in revenue a year" for any sub-brand, it is "probably not worth the effort." Meanwhile, Vargas said sports betting is a "sub-brand we're looking to build in partnership with Caesars." He added, "If you look at the U.K., where the B/R Football office is anchored, sports betting is just as much part of the fabric of sports culture as anything else. Over the last 10 years, as social has exploded, the intersection of sports and culture has really grown. And if you look out over the next 10 years, I would expect as betting becomes more mainstream, it will become more of the fabric of sports than it is today" (DIGIDAY.com, 2/19).

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