ABSTRACT

Research question

The business of sport has been radically challenged by the COVID-19 pandemic, impelling a rapid reassessment of practices to survive the disruption. One stakeholder comprehensively impacted has been the media, whose investments in augmenting sport’s commercial appeal have been immense. The media will need to rethink their strategies to adequately leverage their connections to sport products. Similarly, sport properties and content providers will need to reconsider their mediated offerings and how fan relationships can be sustained. In response, this article outlines a pathway to superior fan activation and engagement, noting the accelerated transformation of sport arising in consequence of the pandemic.

Methods

An original, multi-dimensional typology is posited into the progression of mediasport and its key components in the context of amplified disruption during COVID-19, and the predicted, lasting consequences in its aftermath.

Findings

A new typological framework for conceptualizing the media-sport-consumer triumvirate is presented, which illuminates the acceleration and nature of change brought about by the pandemic. It maps out and describes interrelated and escalating media and sport compositions, explains their pertinence and related exemplars in a COVID-19 context, foreshadows their deployment in a resurgence of sport, and theorizes about their technological, consumption and commercial properties.

Implications

The typology-driven analysis culminates with the proposition that sport’s relationship with its consumers has been irrevocably transformed by COVID-19 and that this shift will demand a media-sport-consumer dynamic characterized by a radically compressed engagement between the triumvirate that effectively constitutes a new, sui generis form.

中文翻译：

---

变革关系的媒体运动类型学：超越 COVID-19 的扩大、增强、联系和参与

摘要

研究问题

体育业务受到 COVID-19 大流行的根本挑战，促使人们快速重新评估实践以在破坏中幸存下来。一个受到全面影响的利益相关者是媒体，他们在增强体育商业吸引力方面的投资是巨大的。媒体将需要重新考虑他们的策略，以充分利用他们与体育产品的联系。同样，体育资产和内容提供商将需要重新考虑他们的中介产品以及如何维持粉丝关系。作为回应，本文概述了一条通往更好的球迷激活和参与的途径，并指出大流行导致体育运动的加速转型。

方法

在 COVID-19 期间扩大破坏的背景下，媒体运动的发展及其关键组成部分被假定为一种原始的、多维的类型，以及其后果可预测的、持久的后果。

发现

提出了一个新的类型学框架，用于概念化媒体-体育-消费者三巨头，它阐明了大流行带来的变化的加速和性质。它描绘并描述了相互关联和不断升级的媒体和体育成分，解释了它们在 COVID-19 环境中的相关性和相关范例，预示了它们在体育复兴中的部署，并就它们的技术、消费和商业特性进行了理论化。

影响

由类型学驱动的分析最终得出以下命题：COVID-19 已经不可逆转地改变了体育与其消费者的关系，并且这种转变将需要一种媒体-体育-消费者动态，其特点是三巨头之间的紧密接触，有效地构成了一种新的，独特的形式。