Working through the impact of the pandemic.


The Covid 19 pandemic came as a complete shock, but one sector that has suffered a huge impact is the sporting industry. To prioritise the health of players and spectators, sporting events at international, national, and regional levels were postponed or cancelled – even the Olympics was postponed for the first time in its history.  

Since the 2020 lockdown, the approach to sporting events has changed significantly. Every aspect of sport has been affected, from social distancing rules restricting ticket sales to illnesses in both players and spectators causing game cancellations. As well as this, jobs were at risk globally. This was the case for everyone from sports professionals to those in service and retail industries usually connected to sporting events. Athletes’ usual access to training facilities were cut off, forcing them to keep up their fitness remotely. Clubs across the UK suffered financial losses from not selling season tickets and merchandise, a big source of income.

In 2021, restrictions began to lift which allowed for large capacity sporting events to gradually make their way back into our lives. However, many regular sporting fans were hesitant to make ticket purchases in case of further cancellations or the risk of getting infected, leaving sports clubs once again in a bit of a rut.

Popular sporting events still did fine, the Olympics went ahead, and the EURO semi-finals and finals hosted more than 60,000 spectators at Wembley stadium, increasing the overall attendance to a 75% capacity. But smaller, national clubs weren’t having the same results. Many clubs rely heavily on their own business for income. So, with the demand for tickets at an all-time low, it was not a good time. 

Crunch Digital Media Has A Solution

People are generally unaware of exactly what the current COVID restrictions are. The government’s guidelines change regularly and are often different across Wales, Scotland, Northern Ireland, and England. So, if your sporting club is open for business – you need to let the right people know about it. 

By working with Crunch, you can guarantee that your products are being advertised to the most passionate fans at the right time with the most persuasive messaging – guaranteeing results from the get-go.

Here are our results from our digital campaign with a national rugby club to drive merchandise sales and increase season tickets:

  • 1.4 million impressions.
  • 17.2k clicks.
  • 1.19% Click-through-rate.
  • 142 leads.
  • 3,096 goal completions ranging from merch purchases to tickets sold. 

How Crunch Can Help

Crunch is a team of digital experts that can help you with your sports marketing strategy. If you’re not yet convinced, why not take a look at our other sports marketing collateral?

Is your organisation interested in what Crunch has to offer? Get in touch today for a free chat.