The coronavirus pandemic has been like an all-engulfing wave that has knocked the world down. No sphere of human life has been exempted from COVID-19, which has turned out to be the biggest disruption of present times. The pandemic has been brutal in its progression, not only costing the world millions of lives, but also impacting the lives of those left behind.
With everyone compelled to adapt to the post-COVID-19 world, what does the new normal look like? Social distancing characterises personal interaction and workplaces and schools limited to computer and mobile screens.
The biggest way COVID-19 has reshaped the world is by changing the manner in which public life functions everywhere, whether it be the organisation of events or meetings, or visiting public spaces. In the early stages of the pandemic, the fear of COVID-19 and the consequent restrictions on organization of events and gatherings were reaching a point of saturation.
This had a profound impact on annual sports events held around the world. Many sports event that were scheduled to be held in the first half of the year stood cancelled and postponed until the pandemic was brought under control. As the public has come to terms with living in a COVID-infected world, sports events have resumed but with a few to no spectators in stadiums. Thankfully, the presence of online streaming platforms has helped sports event organisers get much needed viewership.
It is important to understand that the stadiums and venues in which the spectators used to watch their favourite matches promoted a spirit of community and fraternity. It would fill fans and spectators with a sense of pride and belonging with the teams they supported. Online viewing and virtual events cannot do that.
Teams and their management have understood the importance of the fan culture. In the absence of physical interactions with the players, they are finding more innovative ways to connect fans with their sports idols. Sports brands and marketing firms are looking to bring the fans closer to the liberating experience of witnessing sports in reality. Whether it is through planning virtual reality events with sports stars or streaming sports brand endorsements in 3D, or an online interaction with a sports person, the brands are reimagining the way sports and its star players connect with sports enthusiasts.
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