ABSTRACT

Purpose

This research analyzes how the Spanish Sports Federations have adapted their communications and events during the different phases of the COVID-19 pandemic (March 2020–March 2022).

Methods

The Communication Managers of these organizations have been contacted (N = 65), initially using surveys (n¹= 45), and later using semi-structured interviews (n²= 9).

Findings

The results show that, after the cancelation of all events in the Spring of 2020, virtual or hybrid events were adopted (39.1% in 2021). When the health situation improved, the first face-to-face events prioritized absolute and senior categories, in “bubbles” and without public attendance. 2022 has meant returning to face-to-face formats (with only 10.9% of hybrid events), limiting the virtual events to training sessions. The Federations’ communication strategy also changed during the pandemic: 41.3% switched channels (more streaming, their own channels and social channels), and focused on new techniques and content including more athletes’ personal stories.

Practical Implications and Research Contribution

The results provide insights into how sports organizations can communicate and organize sports events in future scenarios where face-to-face interactions are not possible.

中文翻译：

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COVID-19 背景下体育赛事的转型与传播

摘要

目的

这项研究分析了西班牙体育联合会如何在 COVID-19 大流行的不同阶段（2020 年 3 月至 2022 年 3 月）调整他们的沟通和活动。

方法

已联系这些组织的传播经理 ( N  = 65)，最初使用调查 (n ⁼ 45)，后来使用半结构化访谈 (n = ⁹ )。

发现

结果显示，2020年春季取消所有活动后，采用虚拟或混合活动（2021年为39.1%）。当健康状况有所改善时，第一场面对面的活动优先考虑绝对和高级类别，在“泡泡”中并且没有公众参加。2022 年意味着恢复面对面形式（只有 10.9% 的混合活动），将虚拟活动限制为培训课程。联合会的传播策略在大流行期间也发生了变化：41.3% 的人改变了渠道（更多的流媒体、他们自己的渠道和社交渠道），并专注于新技术和内容，包括更多运动员的个人故事。

实际意义和研究贡献

结果提供了有关体育组织如何在未来无法进行面对面互动的情况下交流和组织体育赛事的见解。