Sports
How sport is adapting to the ‘new normal’ on social media – with Jonno Turner

It’s been a long time without any live sport. Unless you’re a fan of the Belarusian Premier League soccer, you’re probably starting to miss your weekly fix of high octane, adrenaline-fueled sporting action.
But worry not! In these unprecedented times, social media means that the ‘new normal’ for our favourite sporting leagues, teams and athletes doesn’t have to be so bad.
There’s still a tonne of great content and stories to enjoy – you just have to know where to look, and who to follow. The world’s biggest sports brands, teams and athletes are changing the way we interact with our favourite sports.
We asked digital content expert Jonno Turner to give us the low down on how global sport is staying active during these unprecedented times – despite the goal posts being moved like never before.
How do you think sports brands have adapted to this huge challenge?
It differs across the board, of course, but in general, I think global sports brands have responded to the challenge well. There are many examples to choose from – but, as always, Nike was one of the first off the mark, with a smart ‘Playing for the World’ campaign. They’ve carved such a reputation over the last few decades for the quality of their marketing and this is no different – it’s like they always have something up their sleeve. They’re bold and dynamic. Probably the most impactful developments is the rise of athletes as media. With no middle men, journalists, or even club PR officials, we’re seeing some of the world’s biggest stars take their media into their own hands – hosting live Q&As, taking us behind the scenes of their day, or even sharing their workout secrets. In terms of fan engagement, evergreen content is the star of the day – we’ve seen a lot of nostalgia, replaying of old games, plus community-building activities like quizzes, fundraisers and live social. In some ways, fans have never been closer to their favourite teams and athletes, despite the lack of action.
Which athletes have made an impact during the last few weeks?
There have been a lot of viral challenges and fundraisers going around social, particularly Instagram, such as the #StayAtHome challenge which was promoted by the likes of Lionel Messi, Harry Kane and Paul Pogba. But one athlete that really caught my eye is NBA star Steph Curry of the Golden State Warriors, who held an Instagram Live session with Dr Anthony Fauci, Director of the National Institute of Allergy and Infectious Diseases, to help counter misinformation about the Coronavirus outbreak. It’s remarkable to see an athlete provide experts that kind of platform to his 30 million strong social media audience – and a pretty significant moment.
We’ve seen a rise in e-sports through an absence of traditional sport, do you think that it’s a breakthrough moment for virtual sport?
Well, it’s hard to say for sure, but we’ve definitely seen e-sports and gaming go to the next level in terms of mainstream attention. It’s a really fascinating time – and I do think that the relationship between e-sports and traditional sports will be changed forever, even when we get back to ‘normal’. We’re seeing e-sports on traditional broadcast channels, and across gambling exchanges. We even saw British TV show a virtual edition of the Grand National – one of the country’s most famous horse races – in early April, raising millions for charity through small bets. Digital transformation isn’t really about technology, it’s about culture… and it does feel like there’s a cultural shift in the air when it comes to e-sports.
Sports
Who are the early contenders to make the World Series in 2023?

Opening Day is fast approaching. With pitchers and catchers reporting to major league camps across Arizona and Florida this week, baseball is officially back and for the first time since 2019, we have a full spring training ahead of us. The start of camp means a first chance to view stars such as Jacob deGrom, Justin Verlander and Trea Turner in their new uniforms, and this year we’ll get to see MLB’s 2023 rule changes in action. To no one’s surprise, the reigning World Series Champion Astros are the team to beat heading into 2023. The Houston outfit will be looking to secure back-to-back World Series titles for the first time since the Yankees achieved the feat in the laste-90s. But can anyone knock the seemingly unbeatable Astros off their perch and stop them from laying their hands on the Commissioner’s trophy once again? Here’s our look at what to expect from some of the top contenders in the 2023 MLB season.
Astros the favourites to defend their title
The reigning-champion Houston Astros are the current favorites to take home the 2023 World Series title, but do they really have enough to repeat? The bookies would have you believing they do. Even in a loaded AL West, the Astros are priced as a two-dollar favorite to emerge as the division winner, so expectations are still sky-high at Minute Maid Park. Those wanting to bet on the 2023 MLB season should look across various US betting sites before they do. Having lost Justin Verlander this offseason, the Astros’ season will likely boil down to how well they can replace this era-defining pitcher. Their new-look top three of Framber Valdez, Cristian Javier, and Lance McCullers possess all the necessary tools and should be more than formidable enough to mitigate his departure. Houston’s lineup looks to be even more lethal this season, signing 2020 AL MVP José Abreu to a three-year deal to shore up their lone hole at first base. Houston ended last season ranking second in the AL in isolated power and strike-rate. Michael Brantley’s return from a right shoulder injury that cut his 2022 season short is a welcomed sight. The Astros look poised to win the AL West for a sixth time in seven seasons and with it make a fourth trip to the World Series in five years.
New York Yankees the most likely to challenge Astros dominance
The New York Yankees last won the World Series in 2009, going more than a decade without even winning the American League pennant. For the most successful franchise in MLB history, short trips to the postseason have become the norm as of late and that is a trend the Yankees will look to buck. Thankfully for New York fans they have retained the services of MVP hitter Aaron Judge into this year while adding Cy Young candidate Carlos Rodon to a six-year $162million deal. This will give them the best possible chance to replicate their immense offensive output from last year while adding some much-needed depth to the dugout. Finding stability outside of Judge is a must, as Anthony Rizzo, Josh Donaldson, and Giancarlo Stanton need to provide some protection in the middle of the lineup. There’s a chance the Yankees claim one of the three wild-card spots with the AL East being such a deep division, but still, the Yankees have more than enough pieces to make a run into October. The Yankees had a very strong start to the season in 2022, followed by a slump in the second half that culminated in an ALCS defeat to eventual World Series champions Astros. If these signings are anything to go by, they are ready to end the drought.
New York Mets are the best of the rest
Over on the other side of town, the Mets at Citi Field have been making a lot of noise this offseason. The last two seasons, the Mets had the National League East title well within reach late in the season, and both times they let it slip away to the Braves. For the second straight offseason, the Mets responded to that disappointment by spending a bunch of money on very good players. They enter the year with a slightly improved and much more expensive roster looking to finally take home that elusive NL East crown for the first time since 2015. So far this Winter, the Mets have signed Justin Verlander, José Quintana, David Robertson, Kodai Senga, Omar Narváez, and Carlos Correa. Brandon Nimmo, Edwin Diaz, and Adam Ottavino have also been re-signed, which puts the Mets’ total outlay this offseason at $806.1 million; the most money ever spent by a team in a single offseason. Their intentions are clear, they’re here to win this year, and they have taken all the necessary steps to ensure they do just that. Having said that, the NL East was probably the most active division in the offseason for signings and the question remains whether they would have done enough to pose a credible threat to the Yankees’ or Astros’ World Series ambitions. At the very least though they will be competing for a divisional title.
San Diego hoping to silence the doubters
Given how complete San Diego’s roster is coupled with the fact they advanced to last season’s NLCS, it’s a bit surprising to see the Padres priced at only +1000. Sure, oddsmakers are still expecting a successful season with the Padres boasting the sixth-best odds to win the 2023 Fall Classic, but a +750 price tag is more in line with this team’s ceiling. The San Diego Padres lost the NLCS in five games to the Philadelphia Phillies, but three of the four losses were decided by two runs or fewer. While San Diego struck out on landing Aaron Judge, it dramatically improved its lineup depth with Matt Carpenter and Nelson Cruz. Keep in mind, San Diego is already making up for the Fernando Tatís Jr. suspension with perennial All-Star hitter Xander Bogaerts sliding in at shortstop. Tatís Jr. should be at peak form long before the playoff race, giving San Diego a lineup with multiple NL MVP candidates and excellent depth, with a strong rotation and excellent bullpen backing them. If there’s ever a time the Padres dethrone the Dodgers and claim the NL West regular season title, now’s the time, and past that, why not dream of a visit to the Fall classic?
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