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B2B brands' investments in the 2024 Paris games help underscore how the recent growth of live sports on connected TV, together with the blurring lines between consumer and business audiences on digital media, could supercharge their investments in live sports, helping them address hard-to-aggregate mass audiences. #livesports #connectedTV #advertising

Why are so many B2B firms sponsoring the Olympics? | The Current

Why are so many B2B firms sponsoring the Olympics? | The Current

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