The old college try: beIN Sports’ shrewd gambit for American eyeballs

A Qatari-based network known for bringing La Liga and MotoGP into American living rooms is gambling on college sports to expand its US footprint

In one corner, the House of Thani; in the other, Waffle House. As you might imagine, what rocks the socks off of Hattiesburg doesn’t necessarily translate in Doha. Or even London, much to John Duff’s chagrin.

“When I was selling it internationally and on the discussion (phase) of it, I had to first start at the beginning and explain what college sports was,” Duff, the director of business development and strategy for beIN Sports USA and Canada, recalls with a soft chuckle.

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