Lundi 30 novembre à 13h00

#6 Swoosh!!! accelerating to a new normal in sport 

At the onset of the COVID-19 pandemic, many elite professional sports were immediately affected as games, events and competitions were postponed or cancelled. The immediate reaction amongst some observers was to see this as a reset moment for sport, an opportunity to return to a time when fans were more important and commercial influence was less significant. However, the reset moment was only one of a number of scenarios facing sport and, indeed, as the year has progressed a new normal has emerged. This has several characteristics, of which an acceleration in emergent trends has taken place alongside a concentration of industrial power allied to a strengthening of both corporate and state-led influence in sport. This webinar will examine what sport’s new normal looks like, and address the implications of it for the sport industry. 


Professor of eurasian sport

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