What’s a sports marketer to do when there is no sport?

It’s April. In football parlance, this is when the ‘business end’ of the season really begins: title-deciding matches, relegation battle ‘six-pointers’, the race for a lucrative top-four place or promotion - not to mention those thrilling cup games that sometimes go to extra time and even penalties. But, to borrow a phrase from your inbox, these are strange, uncertain times. Our usual springtime football lexicon has made way for talk of flattening curves, self-isolation, and social distancing. Football and sport have rightly ground to a halt, but this has left thousands working in the sector in a strange limbo. As head of football content and strategy for Budweiser, I was getting ready for some exciting end-of-season activations around our partnerships with the Premier League and the Spanish top-flight - La Liga.

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