With a dual goal of leveraging BTN’s exclusive rights to the first 10 games of the Big Ten Basketball tournament, as well as promoting its sponsor and cleaning product company Libman, the BTN team devised a social media and live broadcast strategy that utilized humor, innovation and a clever integration with a mainstay of modern sports coverage—the highlight reel. With graphics featuring mopping and wiping motions, clever placement of cameras on Libman products for social and broadcast, and specialized branded highlight segments featuring the sponsor, BTN’s efforts were aggressive yet integrated, making for perfect sponsorship. Swish, BTN.