Impacts and Implications for the Sports Industry in the Post-COVID-19 Era

Impacts and Implications for the Sports Industry in the Post-COVID-19 Era

Armand Faganel (University of Primorska, Slovenia), Igor Rižnar (University of Primorska, Slovenia) and Arne Baruca (Texas A&M University, USA)
ISBN13: 9781799867807|ISBN10: 1799867803|EISBN13: 9781799867821|DOI: 10.4018/978-1-7998-6780-7


Markets around the world have been growing in their receptiveness to the power of sports, as sport became a great opportunity to reach millions of fans that were following their favorite leagues and clubs via all types of media. Consequently, the competition within the sport industry rose: for sponsors, for media revenue, for fan attention. All that global growth connected to the sport industry led to a forecasted rise in the global sports market.

Abruptly the world witnessed the Covid-19 pandemic, sports' seasons ended abruptly, people’s escape from reality suddenly vanished, their spending attitudes changed, live games and commercial flights were suspended, hotels were impossible to book, and consumers practically turned into prisoners within their own homes. No live sport matches to follow on any media either, so specialized sports channels were forced to play old recordings. Even athletes themselves struggled to stay relevant and thus, try to be creative to enhance their brand value in these difficult times. And as of this writing, the majority of the sport leagues are still shut down, with a few exceptions like the German Bundesliga or the UFC fighting matches, both of which perform in empty venues, and thus, still project a diminished experience compared to the pre-Covid19 era.

This book investigates the current issues in the sports industry, the impact recent events have had on its consumption, and predictions and projections for the industry in the future. It examines the changes that will be created by these unexpected disruptions, fans consumption, and recreational habits. Academicians, researchers, professionals, decision-makers, marketers, brand managers, and more will benefit from the research contained within this timely reference work.

Table of Contents and List of Contributors

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