With female athletes seeing themselves as brands both on and off the court, beauty brands can be an attractive partner as they look to expand their image beyond sports.

Female athletes can offer a crucial avenue to beauty brands seeking to expand their scope to intangible values like wellness and inclusivity, especially as many brands have oversatur... See more

Betches is exploring a variety of strategies to grow, from sports and events to a splashy podcast deal with the TikTok news star V Spehar of Under the Desk News. It’s in talks for a partnership with the comedian Ilana Glazer (a gushy fan who described Betches as “if ‘Broad City’” — her cult hit TV show — “were a media company”).

The impact of a well-thought out campaign involving live-streamers compared with a more traditional approach is tangible, as Electronic Arts discovered in 2019. Despite putting most of its weight behind building momentum for the release of its new sci-fi shooter, Anthem, another one of its own titles, free-to-play Battle Royale shooter Apex Legends

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