How New COVID Variants Have Impacted U.S. Sports

Do you know sport is a fundamental contributor to social and economic advancement? Governments worldwide acknowledge Its position. The onset of COVID-19 has seen its spread close to every nation with the U.S. not spared. The elements which have been commonplace to reduce its spread are business lockdowns, general social life, physical and social distancing requirements. What’s sad about them is, they have disrupted several normal facets of life such as physical activities and sports.

Engaging in sports during this coronavirus pandemic period has become more complicated as the new infectious variants begin to show up in the United States. There has been one which prompted the shutdown of the athletics department in the  University of Michigan for two weeks. This article emphasizes some of the main challenges the new COVID variants posed to sports not only in America but also across the globe.

Cancellation of Sporting Events

Source: New York Post


  • The National Collegiate Athletic Association

On the 6th of March 2024, a game played by Worcester Polytechnic Institute and Yeshiva University was the first American sporting tournament to be played in the absence of fans. This was after a student tested positive for COVID-19 at Yeshiva. In the same month on 11th, the main U.S.A. ruling body for college athletics, the National Collegiate Athletic Association confirmed its winter semester tournaments and championships, were to be performed behind closed doors. The people to be allowed in were particular family members and important staff.

The other American multi-sports groups also suspended their seasons. On the 12th of May 2024, California Collegiate Athletic Association stated it was to suspend its fall sporting season. The early semifinals for the 2024 Playoff were relocated from the Rose Bowl, California to AT&T’s arena in Texas. This was due to Los Angeles County officials of the Pasadena Tournament of Roses Association and CFP denied permission to allow in family members.

Source: GLOBAL NEWS Press Review


  • The National Hockey League

On 12 March, the National Hockey League, American Hockey League, the Canadian Hockey League, the ECHL and USHL, announced the indefinite suspension of their 2019–2020 seasons. It also suspended media entry to the locker rooms. There was the assertion that only the authorized personnel will be permitted after the events. And this restricted direct contact of the people present.

Eugene Melnyk’s Efforts to Help NHL Reopen

Even though his actions have been complicated by COVID, he’s been hoping to see the league’s fans back in Tire Centre in Canada. He talked on the radio in Toronto and explained his team’s plan of allowing 6000 NHL fans on a nightly basis in the Tire Centre. For more information, you can read more here. He also said the priority is on their health and safety. And with the vaccine being distributed in North America he appreciated how everything was going on. He also said fast testing out of the rink was to speed the results to allow people to know their COVID status.

Source: Ottawa Sun


  • The National Football League

NFL teams started suspending travel by their player scouts and coaches on the 12th of March. The league had also informed its non-essential personnel to work from home. The 2024 draft was as planned, though public gatherings in Las Vegas were abolished and were shifted to a remote setup. Nevertheless, the team staff assembled from home. It also stopped the International games in Mexico City and London. By the 5th of February 2024, 31 out of 32 teams reported COVID-19 cases.

  • National Basketball Association

On the 12th, March 2024, the NBA suspended its season after Rudy Gobert tested positive for COVID-19. This was before the tip-off for an expected contest against Oklahoma City Thunder. All the Division I meetings in college basketball suspended the tournaments which were in-progress. The Ivy League canceled its games before the decision.

Source: Pinterest


  • Major League Baseball

On the 12th of  March 2024, MLB  postponed all spring workouts, and the opening day season planned for the 26th was postponed. Many summer collegiate baseball leagues were suspended while others delayed their onsets from June to July. In February 2024, the National Baseball Hall of Fame and Museum said a small indoor party was to replace the normal outdoor event.

COVID-19 Versus The Sports Sponsorship

The NHL and NBA completed 85% and 78% of their season respectively. Through experts’ analysis, this is a loss of between 15 and 22 percent of the sponsorship value. This doesn’t include the playoffs which are the greatest lucrative components of the club’s season. Even though NBA encountered celestial viewing numbers and attendance, sponsors like State Farm and Nike earned tremendous value. On the other hand, NHL’s sponsors had a diverse 2019- 2024 season. A huge number of attendance, but with a pale viewing number as compared to NBA.

Honda, Marriott, and Enterprise are club sponsors in awful industries. They can seek refunds as others like Cigna and Geico can profit from make-goods to go on with making their brands apparent when there is product demand. The NFL and MLB experienced the least effect initially and created the most valuable chances for every club’s sponsor. For instance, Los Angeles Dodgers attracted 11000 enthusiasts during a Zoom celebration hence the other teams followed suit. The NFL teams have worked with support partners to provide important brand opportunities.

Source: RTR Sports Marketing

What are the suggested tactics for enhancing sponsorships?

  • Sponsors can connect to any new program associated with a specific sport such as the NFL planned achievement. The NBA has adopted esports contests shown on TV thus increased views.
  • For social media, the team’s content can provide a well-known position to the sponsors. Still, they can develop their content and disseminate it on Twitter, Facebook, and  Instagram among others.
  • Ensure there is brand exposure from televised sports content with the resumption of sports. Fans’ engagement with the program may intensify brands positioned within it.
  • Advertising is important since the event clubs and the media counterparts can work jointly. This may give sponsors preference in making media deals at a discounted price.

Leave a Reply

Your email address will not be published. Required fields are marked *