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STRATEGIC SPORT MARKETING TREND REPORTSTRATEGIC SPORT MARKETING .docx

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STRATEGIC SPORT MARKETING TREND REPORTSTRATEGIC SPORT MARKETING TREND REPORT7MarketingStudent Name: Tommy BushInstitution of Affiliation: UNT UniversityDate: 2/10/2021
Effects of Covid 19 on Sports ParticipationIntroduction & BackgroundThe current global Covid-19 Pandemic has brought forthvarious alterations upon sports events. The impacts of thepandemic upon sporting events are quite diverse. Forinstance, the current pandemic resulted in changes ofsponsorships, the acceleration of trends such as hybridevents, as well as the rising significance and advocacy ofplayers. With the impacts of the lockdown and socialdistancing, it is also quite clear that e-sports gainedexponential popularity. From the research by Hull andRomney (2020), when the NBA (National BasketballAssociation) and Major League Baseball (MLS) started thecancellation of their scheduled games, it was quite clear thatlife would change in the U.S. This strategic change by mostU.S sports institutions was necessarily followed by otherslike the European FIFA as the world sought to instigatestandards, which would enable for the essential mitigation ofthe spread of the Corona Virus. With the Covid-19 pandemic,international sports participation has changed.According to Wong, Ling, and Louie et al. (2020), the Covid-19 pandemic resulted to numerous changes on numerousbusiness industries, with sports and events being mostaffected. In this sense, upon the onset of the pandemic in2020, most global sporting activities had to be suspendedbecause of movement restrictions, social distancing, and thebanning of international sports participation. During this
period, online viewership increased drastically even thoughmost international sports were banned due to travelrestrictions. However, the survey by Kantar Sports Monitorprovided fan insights suggesting that at least 76 per cent ofAmerican sports fans were greatly affected by the pandemicand the absence of sports activities (Grix, Brannagan,Grimes, and Neville, 2021). It is quite clear that the 2020events resulted to the emergence of undesirable effects uponthe sports industry, which needs address to enable forimprovements of 2021 international sports activities. Fromfans being absent in stadiums to players being unable to playbecause of contracting the Covid-19 virus, it has become verycritical that international sports federations facilitate vaccineroll-outs to guarantee increase in participations and improvedfan participations.Review of LiteratureWith the spread of the pandemic in 2020 and theimplementation of various international travel restrictions,sporting activities have been affected with routine activitiesin the sporting sector most affected. As indicated by Alamand Abdurraheem (2020), most global sports entities likeFIFA, MLS, and NBA sought to cancel their sports events toensure the protection of athletes, the spectators, and otherinvolved groups. Attributing to the explicit global effects ofthe Covid-19 pandemic, Yeo (2020) stipulates that the mostaffected industry was sports, with most sports organizationshaving to cancel regional, national, and international levelevents.

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Term
Fall
Professor
NoProfessor
Tags
Balance Sheet, Revenue, Financial Ratio, pg

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