Fans are yearning for sporting action to return to its past glory and sports marketing will play a key role, according to Dr Constantino Stavros, associate professor, RMIT University, Melbourne.
“Marketing is all about planning. It’s the key function. And in the world of sports, where you can’t plan as much as you would like to given the intangible nature of the sporting experience, the (current) pain is immense. For sports marketers, this is essentially uncertainty on the top of uncertainty,” he said (Mumbrella Sports Marketing Virtual Summit, October 2020).
The social impact
While the pandemic has affected sports...