Surekha Ragavan
Jul 16, 2019

Why brands should pay attention to non-traditional sports

From drone racing to the mass participation sports that are on the rise in Asia, sporting rulebooks are being thrown out across the board. Here's why brands should follow suit.

Drone racing has been defined as a 'real-life video game' where players compete via tech in physical environments

The youths are at it again. They’ve made digital and social platforms ubiquitous with sporting content, which throws into question the weight of traditional media sources such as TV, print and radio. Subsequently, we’ve seen the rise of non-traditional sports, defined in this article as types of sports that have experienced recent growth and are not usually associated with traditional broadcast media.

“Across APAC, in some cases, passion for non-traditional sports are increasing...

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