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. 

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