00:00Right now, as you look at the media landscape as well, live sports is the last great lean-in moment.
00:06You look what's happening with the World Cup now, if you see the New York Knicks, the things that just
00:09happened,
00:10the fandom, the connectivity and tribalism around sports in general.
00:15And if you can find a way to organically, authentically connect, and we have a lot of brands like,
00:19guess what, people eat Heinz in the stadium and they have Heinz at their home when they're eating french fries
00:24or grilling out or whatever it is.
00:26And so finding ways to drive those authentic connections in the right sports in the moments that matter,
00:31but doing so in relevant ways is what we've been focused on.
00:35So it's not about just, hey, be there as the official whatever of whatever, which is great,
00:39and there is value and authenticity to that point.
00:42And then what's the so what? What are you going to do with it?
00:44What's the creative idea and the execution?
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