Recovery Economics Post-Lockdown Sports
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The 20,000 Foot View: As live sports resume following the coronavirus crisis lockdowns, the long-term impact of sports’ mass hiatus will be substantial. An activity gap created a void state for consumers, freeing up previously allocated attention and causing them to reconsider retaining subscriptions with diluted service offerings. The longer-term impact of significant revenue losses from matchday attendances and newly-formed habituated behaviours will be felt long after has passed. Further inconvenience will be attributed to the rescheduling of backlogged events, creating logistical complications for leagues and broadcasters and resulting in unprecedented competition for attention with clashing schedules.
Key Insights
- An activity created a void state for bereft of live sports content
- Sports’ hiatus a void for almost two of linear TV viewers, with sports on TV every month
- Sports has most loyal followers of all genres, with of sports highlights on linear channels consuming sports month in 2020
- The spectacle live sports post-lockdown may have irrevocably, as staging games behind doors weakens the viewing experience
- Only of prioritise watching live sports when measures are eased, on par consumers’ desire to return to of consumers prioritise seeing friends and family once restrictions ease, percentage points higher than the second-highest activity of visiting bars and pubs
- Interesting international emerge with UK consumers twice likely as US consumers to going to bars when lockdown of US respondents report being too nervous to reengage with prior activities post-lockdown due to health concerns, twice as likely as French respondents of French consumers prioritise returning to work when restrictions are eased, five percentage points higher than watching live sports
- Postponing the 2020 Tokyo Olympics’ until 2021 slated to cause billion billion) ‘economic damages’
- Rescheduling clashes be widespread, with of US viewers watching American football in
Companies and brands mentioned in this report: 2020 Tokyo Olympics, AFL, Atletico Madrid, Australian Rules Football, Bayern Munich, BeIN Sports, Borussia Dortmund, British Open, BT Sport, Bundesliga, Canal Group, Canal+, Channel Seven, Cheltenham Racing Festival, Comcast, Commonwealth Games, DAZN, Disney, EA, EA Sports, English Premier League, ESPN, ESPN+, FIFA, FIFA Women’s World Cup, FIH, FIH Hockey World Cup, Fox Footy , Gallagher Premiership Rugby, IAAF, IAAF World Athletics Championship, Kansai University, Ligue Liverpool, Manchester City, Manchester United, MLB, NBA, NBCUniversal, NFL, NHL, NHS, Optus Sport, Peacock, Seton Hall University, Sky, The Athletic, UEFA, UEFA Champions League, UEFA Women’s Euro 2021