Wasserman President of Brands & Properties Elizabeth Lindsey said that the most frequent questions asked of her during recent weeks by clients and others in the industry are for information on when, how and where sports entertainment will return. "As a collective group of sports fans, we’re ready for the noise again," Lindsey said yesterday during the CAA World Congress Comes To You. The biggest trend for brands, though, is that consumers are beginning to hold them accountable for how they interact during these trying times. Lindsey said, “If you ... decided to go dark, for the record, bad look, bad form. It’s not a matter of ‘Can I go dark and just ride this out?’ It’s no -- the research says you can’t. You shouldn’t. So let’s figure out how you get back in there and talk to your consumers in a way that is responsible and appropriate.” Once sports do return, the question will not be whether there is a demand for the content. Instead, Lindsey said that the issue will be what modifications are in place, such games with limited or no fans.
LOOKING AHEAD: When asked what she would advise a media company to invest in six months from now, Lindsey said, “The strength of live sports when it comes back will be stronger than it was before. I also think people are getting a wider view of what they consider compelling content.” Citing NASCAR’s use of iRacing and videos of athletes playing with their children, she noted, “It’s a fundamental human need to connect with sports.”
