Transformation and communication in sports events in the context of COVID-19

Abstract

Purpose: This research analyzes how the Spanish Sports Federations have adapted their communications and events during the different phases of the COVID-19 pandemic (March 2020- March 2022). Methods: The Communication Managers of these organizations have been contacted (N=65), initially using surveys (n1=45), and later using semi-structured interviews (n2=9). Findings: The results show that, after the cancellation of all events in the Spring of 2020, virtual or hybrid events were adopted (39.1% in 2021). When the health situation improved, the first face-to-face events prioritized absolute and senior categories, in “bubbles” and without public attendance. 2022 has meant returning to face-to-face formats (with only 10.9% of hybrid events), limiting the virtual events to training sessions. The Federations’ communication strategy also changed during the pandemic: 41.3% switched channels (more streaming, their own channels and social channels), and focused on new techniques and content including more athletes’ personal stories. Practical Implications and Research Contribution: The results provide insights into how sports organizations can communicate and organize sports events in future scenarios where face-to-face interactions are not possible.