Communication around a sporting event is managed by many stakeholders. Amongst them, there is the organising committee of course, but also the international governing body or other rights holders, the actual “owners” of the event.

While the messages communicated by both entities are (hopefully!) not conflicting  – they are often not really aligned. There are many reasons for that – one of them being that the overall objectives of an international federation and the ones of the local organising committee (or host city) are not the same. While this is all fine, a better coordination between the two entities could still add a lot of value to the communication output of the event.

If the organisers of the event understand better the underlying communications objectives of the rights holder, and, vice-versa, if the rights holder aligns its key messages to the ones of the local organising committee – the overall coherence of the event’s communication would improve. And if two entities support each other in their messaging, we can also expect the outreach to be wider and stronger.

So yes, aligning and coordinating takes time. But guess what: if there is one positive thing that COVID19 has brought to the world of international sports it is…time. There is a window of opportunity now for organising committees and international governing bodies to sit down and work at integrating their messages in a more efficient way.