Competitive Edge - Sports & Entertainment Marketing News

What coronavirus means for sports marketing (CE)


The postponement of the Summer Olympics, coupled with the suspension of play across the NBA and NHL, have disappointed fans all over the world. For brands, however, the impact of COVID-19 may require coming up with a new playbook if they want to continue marketing to sports.

For some, that may mean taking money invested in sports marketing and putting it elsewhere, which is what Anheuser-Busch? — a major sports marketer — is doing.

Click here to read the story at

Discussion Questions:

  1. From a sports business perspective, what types of companies are affected by the coronavirus health crisis?
  2. Do you think this will have a long term impact on the business of sports? Why or why not?
  3. What can sports teams and brands do to continue connecting with fans even as games and events get postponed or canceled?
  4. What would you do to keep fans engaged if you were responsible for marketing a sports team or brand? Explain your answer in the space below.
  5. How are advertisers and sponsors responding to the current sports business situation? How do you think that will influence their marketing strategies in the long term?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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