Virtual Participatory Sport Events

Abstract

This chapter examines the emergence of virtual participatory sport events, with a specific focus on virtual running events. The chapter reflects on how digital advancements, such as wearable physical activity trackers, fitness apps, and social media, have disrupted the participatory sport event landscape. Entrepreneurial sport event providers have embraced the flexibility offered by wearable technologies in order to engage with amateur runners in novel ways. However, it is unclear if and how virtual running events will co-exist with traditional in-person event offerings in the future. In light of the uncertain future, this chapter questions whether virtual participatory sport events can produce social value, by drawing on Chalip's (2006) and O’Brien and Chalip's (2008) suggestions on social leveraging of events. Specifically, the chapter considers whether the sense of communitas commonly associated with participating in sport events in-person translates into the world of virtual events. The chapter concludes by proposing adaptations to Chalip's (2006) suggestions on social leveraging to accommodate virtual events. Implications for scholars and practitioners are discussed.