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Jason Thomas | How can sports engage fans now for a successful return

The arrival of Covid-19 has hit the events industry hard, but sports are poised to make a big comeback – with or without fans physically present. In these unprecedented times, the ways that sports teams engage with their fans now, could ultimately determine their success. In the US, we’ve seen sports organizations like Ultimate Fighting Championship restarting operations by hosting UFC 249 in an empty arena, while Nascar engaged fans through its virtual iRacing Series before jump starting on-track races with the recent Nascar Cup Series. For other sporting teams and events that are still on pause across the world, they’re finding ways to connect with their audiences – not only by keeping their current fan base engaged, but also by growing their reach, enabling them to return bigger and better. With uncertainty surrounding the start of the next sports season, let’s take a look at what teams and events are doing to combat these long postponements without losing fans. Taking it up a notch While sports are on pause, keeping the link between what can be done with fans behind closed doors at home and making it relevant to the team is essential to keeping fans engaged.

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