Lars Haue-Pedersen | Reload, don’t rebuild

With Covid-19 causing many major sporting events to be postponed for up to a year, organising committees and rights-holders are having to adapt their communication and their strategy. These were issues discussed during our recent webinar, attended by some 150 representatives from event organisers, rights-holders and host cities from around the world, and I have identified eight key take-aways which may prove useful and relevant for any LOC, rights-holder or host city involved in an event now being postponed for up to a year: Reload, but don’t rebuild: This isn’t a total communication reset, but the paradigm has shifted. It’s time to adapt and ask yourself how you reposition the story you were planning to tell this year to ensure that it resonates a year from now. You must also carefully consider how you can use this time to re-imagine your event to ensure that it remains relevant. Ask yourself, how do we shape that message? Maintain timely and relevant communications during postponement: No one has all the answers right now, but you need to share proactive and transparent updates while also maintaining responsive customer service. It is very important that you communicate real information only – so don’t share speculation about potential scheduling changes or further postponements.

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