Organising a sporting event means stress. Surprisingly or not, “CareerCast” has ranked event management the fifth most stressful job on earth – right after firefighters. For the communications team around a sporting event, this not only implies a significant increase of grey hair and eye rings. It also means that, with a job just slightly less stressful than sprinting into burning buildings, you have to limit yourself to the immediately urgent, running the risk of losing creative power.

The fact that most sporting events of the year 2020 have been postponed due to COVID19 of course brings a lot of negative consequences. However, from a communications perspective it is an opportunity, too. Just take a step back and ask yourself: What could I do now that my event is postponed, and I would normally not have time for in the hustle and bustle right before an event?

The answer is simple: you can do a lot – more!

Enhance the added value of your event
Ask yourself how you could make your event matter even more. Which positive social, economic or environmental impacts can you talk about (more)?

Broaden your audience
Try to figure out additional audiences to talk to and tailor your key messages to those audiences. How could you possibly increase your communication impact?

Multiply your channels
Increase the number of platforms on which you are visible. Online, offline, new, traditional – where else can you communicate in order to widen your reach? Moreover, tailor your content more precisely to the respective platforms you are using.

Strengthen your synergies
The owner of the event, normally the international federation governing the event’s sport, has its own communication strategy. And you have yours. While the objectives and messages of the two strategies probably don’t contradict each other, they are not implemented in a way that they feed each other either. Now you have the time to better align and integrate with the federation. This helps the overall impact of your communications.

Last but not least, try to make yourself relevant without appearing artificial. For example, take part in the health discussion that is rising out of the pandemic, but refrain from building blatant bridges to COVID19 as such. A firefighter would never post pictures of burning buildings – but he might raise his voice in a fire protection debate. Especially if he had as much time like you do in 2020.