Post by Julien Segui

More content doesn’t win. Relevance does. What cuts through is the right voices, on the right platform, telling the story from the right place. This past week, we took the EuroLeague Turkish Derby to the Bosphorus live onTikTok . Not a studio. Not a feed. The source. The talent brought culture, context, and credibility. The audience didn’t just watch they stayed, engaged, and played along. Our team included people from 10 different nationalities. Cultural diversity may be more than a value statement. It can also influence how we connect with audiences. Behrad Bakhtiari Denzel K. Deniz Aksoy