Research suggests majority of sports industry leaders don’t expect a full recovery from COVID-19 until 2025

A majority of sports industry leaders don’t expect a full recovery from COVID-19 until 2025, according to sports strategy agency, The Kinetica Group.

Newly released research The Kinetica Group conducted with over 80 Australian sports industry leaders on the impacts of COVID-19 and their outlook for the industry found increased confidence in the prospects of the sports industry for 2021 (with the proportion of sports leaders with high confidence rising from 10% in December 2020 to 23% now) but that they remain cautious overall.

The Kinetica Group also found that with 2021 viewed as the start of the recovery, only 10% of stakeholders expect a full recovery of commercial losses in the next 12 months but that this figure rises to 80% expecting a full recovery by 2025.

A statement introducing the research advises “COVID-19 and associated disruption has presented an existential threat to the industry as normal operations ceased for many and revenues plummeted. There remains concern that this disruption could return at any time. 

“There are also fears for some that a segment of fans and participants may be reluctant to return to live events and play grassroots sport.”

It goes on to note that “the industry adapted quickly (to COVID) and is forever changed through digital transformation, agile operations and logistics and a clear reminder of how critical sport is for our communities.”

It also noted that sports leaders identified material opportunities going forward, including:

• Resetting the organisation and driving improved efficiencies,
• Leveraging sport as the great connector to heal and re-activate communities,
• Stronger emphasis on the health and social value of sport
• Development of new digital assets to engage with fans and participants.

Bsaed in Melbourne, The Kinetica Group is a strategic agency that harnesses sport to deliver health, social and economic returns, helping clients - government bodies, sports organisations and brands - to better engage their communities.

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