The New Normalcy of Sports Industry: Will 2021 bring shine upon sports industry?

While the coronavirus pandemic and subsequent effects of lockdown continue to show momentous jolts, it has left many industries upended across the globe - and sports is no exception.

2020 being a significant year for the sports industry with events lined up like Tokyo Olympics, T20 World Cup, Euro 2020 along with the Indian Premier League (IPL) - the impact on the industry has been dramatic.

Each aspect of the sporting value chain has been disrupted, right from organizers, owners, media broadcasters, advertisers to the teams and athletes.

Almost all matches and competitions being canceled or postponed; the main question was to tackle; how to connect with fans when they are not physically present? How can you re-create the experience for them? How to keep up with the player's morals the same as before? How to move forward?

As they say, with many setbacks comes suitable opportunities!

The world at large is battling out the pandemic and attempting to re-invent, recover, and thrive- by leveraging the new technologies and mediums to engage with their audience/fans/athletes.

After the grinding halt of more than six months, the world has begun to recover from COVID-19, and so did the sports industry in India by marking the beginnings of events like IPL 2020, ADHM, Chennai Marathon, etc.

The commencement of The Indian Premier League (IPL) 2020 undoubtedly marked a much-needed boost, hope, and a renewed sense of normalcy to India at large.

The tournament was held in UAE, touched a record-breaking viewership of 200 million, symbolizing the value of the need for live sport.

With fans not having access to the live event, officials innovated and made sure to introduce new ways to engage fans by using immersive technologies like virtual Fan walls, taking digital initiatives to connect with fans, leveraging OTT platforms and virtual gaming apps; that helped other businesses with a much-required avenue to bounce back.

Similarly, the Airtel Delhi Half Marathon (ADHM) — one of the first global sporting events is all set to make its grand premiere in India amid the COVID-19 pandemic that will take place on Sunday, 29th November. Adhering to all COVID-19 guidelines/Government Rules (GR), the officials have promised to set-up bio-secure zones to ensure a safe race for the elite runners. For amateurs across the globe, they can join the race via an exclusive Airtel Delhi Half Marathon Mobile App.

Participants are to receive a physical medal, personalized e-certificate, and personalized e-bib as a memento in the end in order to reduce physical contact.

Keeping in check all the guidelines and regulations like social distancing, permissions, and limits on the number of people allowed to congregate, India has embarked a step forward towards a COMEBACK.

Such initiatives and the right strategies combined bring a new ray of hope for the sports industry that will ease out the lockdown transition and help the whole fraternity emerge from this crisis Stronger and Better than ever.

*Images showcased are from past events such as ADHM 2019, Skechers Performance Chennai marathon, Rebook Unrest, Maharastra Police International marathon 2020, TATA Mumbai Marathon, Jabong Turfwar, Reebok Fight Night etc. that were curated and executed by AVS India.