Tap to like: Inside Instagram's full court press into sports

By Sahil Patel,  @sizpatel

Next to LeBron James and the Cleveland Cavaliers, the biggest winner of the 2016 NBA Finals was arguably ABC, which averaged 20 million viewers for the seven-game series. However, based 25 miles away from Oakland’s Oracle Arena, Instagram executive Brandon Gayle felt some of the Cavaliers’ euphoria. After all, during the course of the NBA Finals, 26 million people interacted 186 million times with series-related content on the platform.

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