Athlete creators have become must-have partners for brands at March Madness

The injection of college sports creators into the U.S. influencer economy has permanently altered the way creator marketing and sports partnerships work.

At this year’s March Madness tournament, you would be hard pressed to find a participating brand without a clutch of NIL (name, image, likeness) partners attached to its campaign. And four years on from the sector’s Big Bang moment, brands are booking creators for more than just their on-court presence.

Take bottled water brand Niagara as a case in point.

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One year into the BBC’s website revamp, traffic is booming

It’s been just over a year since the BBC relaunched its website and app in March 2024 — and the company has been rewarded for its efforts with a significant traffic boost.

The website update was part of the BBC’s ongoing efforts to become more accessible to a global audience, rather than its home market of the United Kingdom. It appears to have paid off, according to numbers shared by BBC Studios general manager and executive director of editorial content Ben Goldberger, who discussed the website relaunch during a talk at this week’s Digiday Publishing Summit in Vail, Colorado.

The BBC’s website traffic in February 2025 increased by nearly 25 percent year-over-year, according to Goldberger, who said that the company has experienced double-digit year-over-year growth for the past seven months. In February, BBC.com saw its highest number of habitual visitors from North America for the past 18 months.

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