While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to snap back to a mirror image of its pre-COVID self, particularly to how fans engage with sports content.
The series revolves around the figure of the Spanish basketball player who came to the NBA in the 1980s and became an icon beyond sports, after dying at the age of 27 in a car accident.
The Brazilian telenovela, which revolves around feminine empowerment and courage, premiered on the Argentine channel on Monday, July 26, reaching 11.29 rating points and 58.96% share during the showing of the first episode.
The new multi-year agreement will extend the strategic relationship, giving both parties more opportunities to collaborate, support commercial growth, and innovate as broadcasting evolves in the future.