04/17/2025
In time of crisis, sport teams invested in community support
Professional sports teams focused on outreach to their local communities during the COVID-19 pandemic instead of focusing solely on protecting their business models, according to a University of Michigan study.
The research, led by Kathryn Heinze, associate professor of sport management at the University of Michigan School of Kinesiology, examined the reaction of men’s professional sport leagues after the onset of the COVID-19 pandemic. The researchers found that, in response to the crisis, leagues began reorienting their community outreach to focus on people and businesses immediately impacted by the pandemic.
“This has been somewhat of an unanswered question: How fast can organizations adapt during a crisis? We see in these data that in the first few months, sports leagues were making these shifts in their community engagement approach during the height of the pandemic, and not abandoning their local communities,” Heinze said. “These professional teams did adapt their community engagement approaches, even though they were going through their own business crises, including canceled and postponed seasons.”
Professional sports teams focused on outreach to their local communities during the COVID-19 pandemic instead of focusing solely on protecting their business models, according to a University of Michigan study.