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TikTok, for example, allows fans to develop an emotional connection to the team and players by revealing content before and after games, while Twitter allows them to discuss the games as they happen, said Natasha Sinagoga, VP of local sales at Ampersand, a TV ad sales company. “Ancillary content in and around the game is vital for sports teams and their brand partners to have a 360 experience with their fans,” she said. “This tournament allows brands to reach a broad spectrum of audiences that are typically not watching a lot of TV.”
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