Menu

The Sports Business Industry’s Resolutions for 2021 and Beyond


Even the most hardened and skeptical souls can accept that resolutions would be a good idea this year. We have been through a lot for sure. A once-in-a-lifetime pandemic has affected every meaningful part of our lives and forced major public and private institutions and industries to figure out just how to survive, let alone thrive. And while there is light at the end of the tunnel, the change in the calendar will not include a widespread change in our circumstances in the near term. So, as we approach the end of an unprecedented year, now would be a good time to reflect on what has happened, where we are, and to make some resolutions for 2021, and beyond.

Play It Safe

We will begin 2021 with a different national mindset and approach with respect to the coronavirus. Strong differences remain but as we are seeing decisions based on science and rationality, we will move toward herd mentality, if not herd immunity, as the year progresses. Sports would do well to simultaneously follow the science and expert advice, and lead when it comes to execution of practices that enable the business to continue to make its way back without compromising individual and societal health. Doing this will provide the foundation for a robust rebound, albeit of a slightly different industry, over the next few years.

Do not Try to Make it Back All at Once

Prospects in 2021, while trending positive, do not guarantee a “return to normalcy” any time soon. Many types of businesses and organizations in the sports business industry find themselves in “harm minimalization” mode. While medical personnel follow the edict to “do no harm,” executives and leaders in sports should heed that same advice. Even if fans are back in the stands in fall 2021, I can guarantee you that they will not take kindly to exorbitant pricing in tickets, concessions, parking, merchandising, etc. What we are going through is shared pain. And shared pain requires a shared effort when it comes to recovery. While not easy, I hope that sports entities of every ilk will build strategies for the next 2-4 years that shore up business fundamentals, are responsive to areas in need of help (youth sports), and are open to those areas of the industry that actually are growing — sports gambling, esports, cannabis sponsorship, SPACs, etc.

Keep it Going, It is Helping

There are many all across the industry and country that are struggling and face a tough future. Many have either had the virus and/or seen it firsthand with family, friends and colleagues. That physical, mental, and emotional toll cannot be underestimated. Having games, to many, was illogical in light of the medical risks. On this tough issue, I sided with those who wanted games to continue. It was not a feeling that the games “must” go on. Better to say “can” and “should.” The presence of games on television and in the news helped many fill some of the extra time we now had sheltering in place. It also gave fans an opportunity to share in something, anything, with other folks. Having games continue in 2021, albeit under proper medical safeguards, is certainly important and impactful.

Embrace Change and Make a Plan

There were a number of articles this year that spoke to societal changes that took place in the U.S. and around the world in response to the 1918 influenza pandemic. There will be changes for us, no doubt, this time as well. Will there still be handshakes? Maybe. Having our temperature taken before we enter a facility? Probably. Contactless payment? Definitely.

But change, of course, can be good. What can sports do to leverage this very tough situation into something that will actually make the industry better? How about fairer pricing across the board for fans attending games? There will no doubt be hesitancy on the part of some to be back in tight seating arrangements. Others will be slow to come back due to the financial toll they may have suffered this year. Professional and college sports should empathize and offer opportunities that have safety and cost at top of mind. And all of those opportunities we discovered through Zoom and other similar platforms? Keep them going. It was nice to be able to have access to shows, conferences, seminars, and webinars for a fraction of the cost or even for free.

One of the things that the pandemic has exposed is a host of inequalities that still exist in our society, health-wise, job-wise, and wealth-wise. It is not the job of the sports industry to solve those inequalities. However, with the industry’s inarguable position in our society as an economic engine and a vehicle for societal change, it must do more.

So what do we do? Keep talking, on whatever platform you feel most comfortable. But not only to same people as always. Input from more diverse, informed voices is moving us forward with the coronavirus as well as the tough civil rights discussions we had this year. Sports needs that. Do not know where those diverse voices are? Go find them. One thing our 2020 elections showed was that groups heretofore underappreciated and underestimated are important and can change the course of events. What will sports do? I hope that it listens to those voices and others and stakes its position as an ethical and economic leader in what we all hope will be a much brighter 2021.

Sarbjit “Sab” Singh (singhs@farmingdale.edu) is a professor at Farmingdale State College and publisher of Sports Doing Good.