Sports are in a time they have never been before. I witnessed first-hand the heartbreak that comes from the cancellation of sports. My senior season of college lacrosse was cut short due to Covid-19. At the time, it was one of the toughest challenges I have ever had to deal with. So much time and effort was put into the season and in the blink of an eye it all stopped. Luckily, I was granted an extra year of eligibility. Having the chance to compete and pursue the goals that I set forth for one more year was something I could not easily pass up. However, the process leading up to the return to campus has been different. For the first time, we are having Zoom meetings over the summer, strength and conditioning coaches are putting together body weight workouts with gyms closed, and group chats and excel files are being made to track players’ workouts.
And yet, here we are again. Fall sports are being cancelled with the hope to play them in the spring. Everyone is in a stand still. Colleges, coaches, trainers, and players are struggling to find out what to do. Do practices continue or are they player run in small groups? Can workouts take place with gyms being a breeding ground for the virus? Can teams meet or go into a locker room where multiple teams and hundreds of athletes gather in one area? So many questions need to be answered and coaches and trainers are trying to figure out what to do.
One thing I have learned from my business classes is that there is an opportunity to make money in any situation. It is just a matter of how a business can take advantage of the scenario and face it head on. Workout apps, fitness apps, and nutrition apps have the ability to tap into one of the biggest markets ever. With coaches and trainers incapable of meeting face to face with their athletes, having a platform where they can see what their athletes are doing and tailor workouts specifically to each player is important. Most importantly, it may be the new way coaches have to go about handling practices and their day to day operations.
Currently my team and I send pictures into a group chat as a way to show the workouts we are doing. It is an effective way to stay motivated and hold the team accountable. But, an app like Whoop or Volt that shows energy expended, the specific exercises performed, and even videos and pictures of the athlete doing the workouts would allow coaches and teams to stay on top. There would be no room for loopholes and it would allow a coach to be there without actually being there. Coaches and trainers could also design workouts for player run practices. With the chance of coaches and trainers not being at practices and unable to meet with captains or certain players, designing a specific plan with the exact workouts broken down will create a practice atmosphere similar to what it used to be.
Sports have also seen a drastic change in fans. Empty stadiums are the new norm. Although stadium workers are taking a major hit, streaming services are seeing a major increase in users. New offers and packages are becoming available with shortened seasons. For some fans, watching through services like NBC Sports Gold, MLB Network, and PGA Tour Live is the only way to see their favorite teams and athletes. Along with this, as college sports start making a comeback, parents may only be able to watch their children play from home. Conference networks like the ACC Network, Big Ten Network and more will see users grow and grow. Although parents will miss their kids play and stadiums will be free of fans, someone still benefits from this aspect. Streaming services will continue to grow until sports start seeing fans again.
The data and insights available with sports and Covid-19 is vast. The world of no fans has created a media and marketing frenzy. Streaming services and professional leagues are developing new ways to market toward customers. There are no more ticket sales. Therefore, companies and leagues have to find the best ways and understand what makes fans buy a league pass or a subscription to a network. Obviously, the fan experience will never the same. Sitting in a stadium, hearing the crowds, and seeing the best athletes in the world in person is hard to match. However, creating an experience that provides fans the best at-home experience at the right cost is something that must be developed. Understanding how to reach the most customers and what makes them buy is data that must be tapped into to allow leagues and streaming services to thrive.
This is an interesting and unprecedented time in life. Although sports should be a minuscule part of this pandemic, they are actually more important than people think. A large portion of the world watches sports and uses it as a way to cope and provide excitement in life. Getting college sports back may take time, but keeping them at the level of play and professionalism that they usually are can be done despite social distancing practices. Businesses can develop platforms that allow coaches and athletes to train and practice at the same intensity they are used to. Along with this, sports are without fans. Streaming services and professional league platforms are the only way some fans can watch their favorite teams. Understanding customer preferences and their habits is important to make these companies excel.
