ESPN’s latest sport has no rules, a flexible season and no championship game. Its only stars are the ones working behind the scenes.
The Disney-owned sports-media juggernaut finds itself in an impossible situation. The outlet spends millions to secure the rights to air hours and hours of live basketball, football, baseball, racing, boxing and mixed martial arts.
In normal times, that’s a very successful business model. In a moment when the entire nation has been essentially sidelined, so too have the sports that ESPN depends upon so heavily. “There are so many creative things we can do, similar to some of the initiatives we’ve done in the past for special event anniversaries, ‘The Ocho’ day and more,” says Burke Magnus, ESPN’s executive
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