Prepare Sports Post Covid Pandemic
A look into the sports industry in the Covid pandemic. And the positive actions to take to hit the ground running when the new normal happens. As the world struggles to control the Covid pandemic. With the rise of new variations of the virus popping up. The question of the new norm and the implications of Covid needs to be discussed. So clubs can adjust and prepare to be first out of the starting blocks.
Throughout history pandemics have impacted society. The one which draws close comparison to what we are now experiencing is the Spanish flu pandemic.
In 1918 baseball helped spread a new strain of the virus. Which caused a second wave of influenza in the United States. In August that year soldiers and sailors returned home from World War one which exacerbates the situation.
In a book call War Fever… Boston, Baseball and America in the shadow of the Great War, a sport history professor called Johnny Smith said
“All of those events and the regular interactions that people had on streetcars and in saloons and so on helped spread the virus,”.
Professor Johnny Smith
Throughout this pandemic so far many countries have been communicating a message that the responsibility is yours. Clearly personal responsibility plays a huge factor. The fact is within one day we can travel from one side of the world to the other. The potential to exacerbate the pandemic is huge.And the balance between economics and health balances on the edge.
The long term effects of COIVD…
It is only a matter of time before the Omicron turns into another variant. The fact remains less well off parts of the world are not getting the support they need. If the west keeps neglecting support, the cycle of events will continue.
And MORE lockdowns and disruption will continue.
Recent Events
We have seen a light at the end of the tunnel. With the vaccination rollout with some people getting double jabs of the vaccine which offers a glimmer of hope. Giving us something to look forward to and the prospect of bringing normality back.
The fact remains that we must not look at this from a local perspective but as a Global one. Given the accessibility of international travel and the way we travel. It is clear that if another wave will hit again, it would see the industry take another big hit.
Regardless of the traffic light system for international travel and quarantine rules. The chance of variants spreading is very high, given the fact Omicron more transmissible. Unless a global vaccination program is implement… we will continue for years to come with this stop start approach.
Sports Star Infections
In the beginning of this year nine members of the Yankees organisation have tested positive for COVID-19.
Importantly, they are for the most part very mild to moderate infections. It is important to remember the vaccine is saving lives. And as some parts of the world open back up, you can expect to see breakthrough cases. This could be part of our post pandemic world.
Recently we have seen a large number of football players test positive in the English Premiership…Now Scotland and many more countries are once again closing stadiums from the public in a bid to stem the spread of Omicron.
The Challenge Digital Growth
Covid will continue to challenge the very roots of sports calendars, sports governance structures, and sports commercial programs. The question is are you ready to redefine and recalibrate your sports rights to fit the foreseeable new norm?
The opportunity to drive digital growth is key.
Be it advancement in AI technology or virtual reality or even digital overlays. Digital story telling has provided fans with more up close and personal insights into the world of sport stars. Which has helped keep engagement levels and interest levels up in the world of lock down and restricted movement.
The business model of sports
At the most basic level within the sports industry there are three main income streams for sports leagues:
Commercial (sponsorship and advertising partnerships), Broadcasting (sales of media rights), Match day revenue (ticketing and hospitality) all of which has been impacted. Major sports products depend on broadcasting income as an example. The global value of sports media rights is around $50bn. But 60% of that is accounted for by just 10 sports leagues.
The question is are you ready to redefine and recalibrate
Today that we have the opportunity to quantum leap digital growth and embrace the opportunities that have been driven through the impact of the pandemic. Be it advancement in AI technology or virtual reality or even digital overlays.
Digital story telling has provided fans with more up close and personal insights into the world of sport stars. Which has helped keep engagement levels and interest levels up in the world of lock down and restricted movement.
it Is clear Covid is forcing a restart and a rethink of the way we commercialise our industry.
The question you need to ask yourself:
- Is your organisation reddy to embrace new opportunity?
- Are you ready and will to invest now?
The global picture
The global value of the sports industry was estimated to be $471bn in 2018. Since 2011 that equates to an increase of 45%. The only trajectory seemed to be upwards. Again, as of the 22nd of December 2021 every part of the sporting value chain has been affected.
The Opportunity by preparing for the transition back to normality
We should not forget that the fact that the sports industry has had 60 years of strong growth which was predicted to grow again by 2030.
We are predicting that the loss is temporary. At some point restrictions will be dropped and next normal will thrive. when Covid is under control, this pandemic will pass. And when it does the sports industry will see consecutive years of growth again.
We are confidant Sport will come back even more stronger than before
“Prepare for the unknown by studying how others in the past have coped with the unforeseeable and the unpredictable.”
George S. Patton
The Key examples from the past and present that shows demand will provide recovery.
As an example Post war… Crowds of fans boomed after the war. By 1948-49, attendances were at 41 million, the peak for the Football League.
The spectrum of fandom will be highly motivated to have sport events back in their lives, with the recent lifting of fans at stadiums we have seen proof that large numbers will attend again. but the question is are you maximising right here right now to take full advantage when things get back to normal.
So now is the time to be proactive…
1 Look for the positive actions now and invest for when fans come back
2 Develop your strategic pandemic plan and keep it relevant
If you would like Dynamic Sport Marketing to help set-up a pandemic strategic plan with your organisation by all means contact us we are more than willing to help.
Contact us for support on freelance or a flexible basis if you want to reach sports fans for your brand:
Email us @ Dynamic Sport Marketing Or call us: +31 0625568958
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