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The Future of Sports Marketing

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Introduction

The Covid-19 pandemic affected sporting activities worldwide adversely. In almost all

countries across the globe, sporting events had to be postponed to combat the pandemic that

affected all countries. As postulated and evidenced by various scholars and researchers, the adverse

effects of the Covid-19 pandemic affected the sports marketing sector to huge margins. Players of

various sporting activities were not paid their salaries as events were cancelled or postponed. In

America, the American football league had to be cancelled as the Covid-19 pandemic took many

lives. Several players lost their lives as well. Social interaction was abolished as scientists tried

their best to develop a vaccine that could be used to counter the pandemic. In Europe, famous

football leagues had to be postponed or carried out without the attendance of fans. It is well known

that football leagues such as the English premier league (EPL), La Liga of Spain, and even

Bundesliga of Germany had to be played without fans. Several players contracted the deadly virus

and could not participate in the games (Wheaton & Thorpe, 2021).

The scenarios mentioned above are examples of how Covid-19 affected sporting activities

across the globe. Another global event affected by the pandemic was the Olympics games held in

Tokyo, Japan. In general, the sporting industry was severely affected. Sponsors of sporting events

were affected massively since fans could not attend events as witnessed in the past. Many sponsors

left their teams and players you handled. This virtue brings us to the core and fundamental issue

of how the pandemic affected sports marketing and the future of sports marketing. Sports

marketing is defined as a field of marketing that encompasses marketing all the goods, services

and events offered by the sporting industry. The field revolves around marketing products

manufactured by companies that manufacture sporting equipment as well as ensuring that events

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Surname1 The Future of Sports Marketing Student’s Name Instructor’s Name Institution Course Date Surname2 Introduction The Covid-19 pandemic affected sporting activities worldwide adversely. In almost all countries across the globe, sporting events had to be postponed to combat the pandemic that affected all countries. As postulated and evidenced by various scholars and researchers, the adverse effects of the Covid-19 pandemic affected the sports marketing sector to huge margins. Players of various sporting activities were not paid their salaries as events were cancelled or postponed. In America, the American football league had to be cancelled as the Covid-19 pandemic took many lives. Several players lost their lives as well. Social interaction was abolished as scientists tried their best to develop a vaccine that could be used to counter the pandemic. In Europe, famous football leagues had to be postponed or carried out without the attendance of fans. It is well known that football leagues such as the English premier league (EPL), La Liga of Spain, and even Bundesliga of Germany had to be played without fans. Several players contracted the deadly virus and could not participate in the games (Wheaton & Thorpe, 2021). The scenarios mentioned above are examples of how Covid-19 affected sporting activities across the globe. Another global event affected by the pandemic was the Olympics games held in Tokyo, Japan. In general, the sporting industry was severely affected. ...
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