After a year like 2020, it’s not surprising that the sports industry has gone through some massive shifts. It has grappled with both the COVID-19 pandemic and stronger calls for racial justice, both of which affect sports organizations and teams in a big way.

But despite the fact that the past year was full of fear, uncertainty, and collective pain, it could also be the catalyst for pushing the sports industry toward a better future. Sports organizations that choose to embrace these changes will be positioned for a bright future. Here are some of the positive ways the industry is changing and evolving.

Changes in Sports Tech & Marketing During COVID

Marketing in sports is constantly evolving with technology and cultural preferences. However, some teams and organizations had been lagging behind in terms of getting fans engaged and bringing in revenue through marketing channels. During the pandemic, though, organizations were forced to adapt.

COVID brought about major changes in the way organizations and teams use tech and marketing. Suddenly, having fans live in the stadium was no longer an option, even though teams were still playing. Sports’ teams had to get creative in the absence of fans.

Social media campaigns and more video content have been extremely important during the pandemic. Fans can’t come out to support their favorite teams safely, and teams can’t afford to lose that powerful connection with their fans. Although watching the game on your phone or on TV isn’t quite the same experience, many fans want more of this kind of content, and the pandemic has essentially forced the sports industry to offer more.

Some teams have gotten extremely creative in trying to connect with their fans. Many Major League Baseball teams, for example, have been selling cardboard cutouts to fill the stands and make people feel like they’re part of the experience, even if they’re watching the big game from their living room.

Many of these cutout sales went to benefit charity, further creating goodwill among fans and even celebrities who bought cutouts in support. These kinds of initiatives will be essential in creating connections with fans in the digital age.

Changes in Inclusion 

Along with the pandemic, social justice movements across the country gained speed in 2020. Racial and gender inequality continue to be persistent issues affecting the lives of people all over the country.

The sports industry cannot ignore these problems, as many players are people of color and there have been ongoing debates about allowing transgender athletes to compete in various sporting events. While some organizations have not been tackling these issues as much as they should, others are taking the lead to become more inclusive.

Inclusivity needs to be a priority at every level of the industry, starting with inclusivity in youth sports and all the way up to the professional level. For sports organizations to survive and thrive in the coming years, they will need to take a close look at how they treat their players and how welcoming and safe the environment they create really is.

Fantasy Sports Leagues & Betting

Although some people don’t like to admit it, putting a little money in on a game can make you much more invested in any particular game, season, or sport. Fantasy sports leagues and betting have been popular for a long time, for just this reason.

Technology in sports has made the experience much more convenient and satisfying for fans. It’s never been easier to join a fantasy league and immerse yourself in the world of the game. This is just another way to keep people invested and interested in sports culture long-term.

Evolving and Improving

There’s still a lot of room for improvement within the sports industry. Organizations could still improve their marketing and inclusivity initiatives and find even more ways to connect with fans. But what we’ve seen in the last year has been significant progress and a roadmap for the future.

Tastes and expectations of the general public are changing. There’s still a ton of interest in sports, but culture demands more from these organizations if they want to succeed. In 2021 in beyond, we’ll find out who in the sports industry is evolving and improving—and who is standing still.