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

IF 1.9 Q3 MANAGEMENT

Managing Sport and Leisure Pub Date : 2023-04-15 DOI:10.1080/23750472.2023.2200417

Elisenda Estanyol, Ana-Belen Fernandez-Souto, M. Vázquez-Gestal

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引用次数: 1

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 cancelation 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. © 2023 Informa UK Limited, trading as Taylor & Francis Group.

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2019冠状病毒病背景下体育赛事的转型与传播

目的：本研究分析了西班牙体育联合会在新冠肺炎大流行的不同阶段（2020年3月至2022年3月）如何调整其沟通和活动。方法：联系这些组织的沟通经理（N=65），最初使用调查（n1=45），后来使用半结构化访谈（n2=9）。调查结果：结果显示，在2020年春季取消所有活动后，采用了虚拟或混合活动（2021年为39.1%）。当健康状况改善时，第一次面对面活动优先考虑绝对类别和高级类别，在“泡沫”中，没有公众出席。2022年意味着回归面对面的形式（只有10.9%的混合活动），将虚拟活动限制在培训课程上。在疫情期间，联合会的沟通策略也发生了变化：41.3%的人切换了频道（更多的流媒体、自己的频道和社交频道），并专注于新技术和内容，包括更多运动员的个人故事。实际意义和研究贡献：研究结果为体育组织在未来无法面对面互动的情况下如何沟通和组织体育赛事提供了见解。©2023 Informa UK Limited，交易名称为Taylor&Francis Group。

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来源期刊

Managing Sport and Leisure MANAGEMENT-

CiteScore

6.80

自引率

11.10%

发文量

期刊介绍： Managing Sport and Leisure is a refereed journal that publishes high quality research articles to inform and stimulate discussions relevant to sport and leisure management globally. The journal is committed to publishing research that advances understanding of the practice of sport and leisure management in the public, voluntary and commercial sectors, internationally. It will appeal to anyone with a serious interest in contemporary sport and leisure management issues, including academics, managers, consultants, politicians and students. One of the key objectives of the journal is to provide a high level forum for communication between academics and practitioners of sport and leisure. Therefore Managing Sport and Leisure aims to be contemporary, integrated and, most importantly, relevant to practitioner training. Contributions are welcome and expected from both academics and practitioners throughout the international sport and leisure management community. In addition, the journal welcomes submissions from those investigating new and innovative areas of research and practice in sport and leisure management.