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How the Covid lockdown is redrawing international federations’ content strategies

US Olympic hurdler Aries Merritt trains in isolation (Photo by Christian Petersen/Getty Images)

Without live events, international federations are being forced to innovate with their fan engagement strategies. Adam Nelson reports.

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Battling away in the lower reaches of English football's fourth tier, Stevenage FC were pleasantly surprised when news arrived of Burger King's interest in becoming its main sponsor. Fast forward 18 months and a marketing campaign focused on EA Sports FIFA series has propelled the club's popularity with gamers and prompted it to become the first English football club to launch its own live esports platform. SportBusiness speaks to Stevenage chief executive officer Alex Tunbridge to hear about the journey the club has been on since the association with Burger King began in July 2019.

Kevin McCullagh speaks to Luca Ferrari, partner and global head of sports at law firm Withersworldwide, about how investors in sport should be regulated and the measures that should be taken when exercising due diligence.

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