There are many ways to advertise during a sports game. This is a lesson that Jose Eshkenazi was compelled to learn early in life. As one of the top sports advertising authorities in the nation of Mexico, he is uniquely equipped for his job.
The goal has never been just to sell advertising during the game. The goal for Jose Eshkenazi and his peers has always been to transcend the mere function of advertising. If one can get beyond the confines of a mere 60 second spot, a great deal of good could be done.
— Jose Eshkenazi Smeke (@JEshkenaziSmeke) December 1, 2020
This has never been more true than during the crisis created by the recent outbreak of the global pandemic. Jose Eshkenazi has been forced to make many adjustments as a result. One of them has been to bring a much needed change in the focus of sports advertising as a pursuit.
The change has paid off in spades for Jose Eshkenazi. He has been able to get people to keep paying attention to advertising. He has done it by broadening the scope of the various ad campaigns. They now focus on topics and activities that lie well outside the accepted boundaries of the sports world.
In the end, this is bound to be a healthy way to compensate for the lack of personal involvement. The Covid-19 crisis has shown Jose Eshkenazi and his peers that major adjustments will need to be made. These are necessary measures that will make sports advertising even better and stronger.