Sports Rights Fragmentation Brings New Opportunities: Dentsus Lewis Beet.TV [Video]

AMENIA, NY — The biggest battleground in TV today is sports rights – and those rights are becoming ever more fragmented amongst a growing number of players.

But, while that is introducing complexity, it is also opening up new opportunities for engaging audiences in different ways.

Cara Lewis, Chief Investment & Activation Officer of Dentsu International, says her agency is helping clients understand and embrace the changes in this video interview with Julian Zilberbrand on behalf of Beet.TV.

“We’ve been pretty much navigating this for a while, knowing that these rights are coming up, and NBA is just the start of what’s about to happen over the next 10 years,” Lewis says.

Dentsu is helping brands think about the league deals they have, the ones that are up for renewal, where they are going – and looking at it all through the lens of audience.

“Where is their audiences? Who are they trying to reach?” Lewis …