As the PGA Tour starts up again this week, noticeable changes will include tightened safety measures and the absence of on-site fans – par for the course during a pandemic. Some leagues, like Germany’s Bundesliga, have experimented with canned cheers and cut-outs in the stands. But can live sports succeed without live fans? And what does that mean for branding and revenue? Mary DePaoli, RBC EVP and Chief Marketing Officer, shares how the business of sports is adapting to crisis.

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