SPORTS MARKETING
Exit 2020 , Whither 2021 ?
By Richard Wanjohi
Social media memes have been carrying images of individuals saying they ’ re not buying the 2021 calendars and diaries unless they see a sneak preview of what the year looks like . We all have the same feeling after the turning point of this year in March 2020 . For what has seemed like a lifetime , due to the coronavirus pandemic , the clock runs down as we bring this historic and erratic year to an end .
The 2020 Wins
The year has been life-changing across all breadths . But in its midst , there have been a few gems of hope that flicker to keep humanity sane and alive .
Sport remains a Unifying Factor
When the initial lockdowns were announced in March and April of 2020 , the world went into muted moments as the pandemic ravaged populations in Europe and parts of
Asia . In our part of the world , the cases sprung in their single and double digits .
World sports bodies called a stop to most if not all sporting activities with a good number postponing their calendars till 2021 . For those courageous enough and able to rework their goings-on , emergency plans were put in place to ensure the health safety of the players , management and support staff .
Once these kicked off , there was a sigh of relief across many a sports fan across the globe . From the likes of European football resuming without stadium fans to the isolated ‘ bubbles ’ of American sports - including baseball , basketball and soccer ; these gave audiences a form of relief and past-time from the daily negative news of the pandemic .
Another example of sports unison is in the recent passing on of footballing great Diego Maradona which saw the world mourn in unison with tributes from all
From very competitive and egotistical individuals to magnanimous and reflective persons , it has shown the gracefulness and humility that current sports personalities need to cultivate . By rolling back the years , these sports personalities reminded us that it goes beyond winning . spheres and persons across social strata . Though his departure from the game was less than ceremonious , his impact and legacy unified his country and many a football fan .
Sports platforms fight social ills
Coming in the middle of a pandemic , organizations quickly turned to their sports personalities and brands to inform and educate the public on the pandemic . Using their social media pages , sports teams were able to reach out to their supporters to practice safe hygiene to keep the pandemic at bay .
On the unfortunate events of mid- 2020 on racism and discrimination , sport has once again become an avenue by which individuals and teams alike communicate their thoughts and feelings . From the late George Floyd killing to the shooting of protesters in cities across the world ; messages of tolerance , non-partisanship and better working conditions for health workers have found their way to sports arenas .
Sports teams and athletes could wear their apparel that sought to communicate with their audiences on the issues of discrimination , racism and other social ills . This includes the NBA ( during the 2020 Play-offs ), the English Premier League games upon resumption of the 2019-20 calendars to name but a few .
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