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How the Covid lockdown is redrawing international federations’ content strategies

Postponement of 2020 Olympics and other events leaves major hole in calendar for international federations  Maintaining engagement with fans a challenge with no live events and no summer showpiece Early wave of ‘rewind’ content has given way to user and athlete-generated material When it eventually came, the decision taken by the International Olympic Committee and the Tokyo 2020 Organising Committee to push the Olympics back by a year could have surprised no one. By early March of this year, the unprecedented step of postponing the Games due to the global Covid-19 pandemic already seemed inevitable. At the end of the month, the inevitable came. The Olympics had been cancelled before, but only in wartime, and never before postponed. While many organisations within the Olympic movement, including international federations, are counting the financial and commercial costs of the delay – the IOC is offering a relief package worth up to $150m (€139m) to its members and associates – the ramifications run deep and will have an knock-on impact on every element of operations, with plans and strategies that were laid out over the four-year Olympic cycle now – at best – severely disrupted. “Everything is really structured around that,” Nicole Jeffery, head of communications at World Athletics, tells SportBusiness.

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