In almost every difficult period of our lifetime, sports and entertainment has been part of the healing process, from Whitney Houston’s national anthem during the Gulf War, to President Bush’s World Series first pitch after 9/11, to the NHL’s Las Vegas Golden Knights helping the city recover from the 2017 shooting. But with COVID-19, sports and entertainment are on the sidelines with us.
Media is a driving force behind the contingency planning leagues are developing to possibly play in empty venues. An event on TV could draw even more viewership than normal due to the current lack of live TV events, help meet obligations in media deals, and enable the leagues and broadcasters to drive advertising revenue. Working with sponsors on creative solutions in light of their financial situations will be another focus area for sports teams.
It is possible that COVID-19 could accelerate the move towards the digital venue of the future, and the timing is right given the advent of 5G and the wave of new and remodeled venues over the past 10 years in the U.S. Digital tickets should become standard now, and we should see more attempts at mobile ordering of food and merchandise, along with quick pick-up options.
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