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

Abstract

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.