ABSTRACT
The suspension of live sports due to Covid-19 impacted numerous sport industry stakeholders. This chapter examines the pandemic’s effect on one of these groups – fans – with a specific focus on the psychological needs and corresponding motives that draw fans to consume sports, as well as the positive social and psychological outcomes resulting from sport consumption. This chapter also explores the innovative marketing and communication strategies employed by leagues, teams, and athletes to stay connected with fans in the absence of live sporting events. Finally, a discussion of the long-term implications resulting from the sport industry’s response to Covid-19 and potential changes in sport fan behavior is provided.
