Turner Sports is using the recent return of sporting events to bolster new initiatives in both advertising and audience building.

In the heat of March Madness, which has returned this year after taking a 2020 hiatus, Tina Shah, evp and general manager at Turner Sports, said her team has been integrating innovation in both production and content for the event’s ad campaigns after seeing a strong return of interest from advertisers.

Beyond that, Shah said in the latest episode of the Digiday Podcast that these events mark the perfect time to try and engage both younger — and female-skewing audiences — after recognizing the linear coverage of live sports is not quite cutting it. Bleacher Report’s House of Highlights is leading that charge by creating new livestream competition shows while B/R is working to champion representation of women athletes across its site — something both fans and advertisers appreciate, she said.

At the end of the episode, Shah also spoke about her experience as a woman building a career in sports media and how representation of women both on screen and behind scenes on the business side is important to creating a successful, impactful business.