Today marks a month since Leicester v Aston Villa – a game that will go down in history as the last Premier League match before the league was suspended indefinitely for the coronavirus outbreak.

Nobody knows how long the Covid-19 lockdown will last, or what the best solutions are for completing competitions and leagues around the world.

But while fixtures are off, there’s still a need for sporting brands and organisations to reach and engage with fans – and for people stuck at home, there’s a lot of free time, without the usual flow of sport to fill it.

How Sport is Staying Active During Covid-19

With that in mind, we at The Playbook have pulled together a report on what different sporting bodies, brands and athletes have been doing now the goalposts have been moved.

There are some great creative examples – from Borussia Dortmund’s virtual watch party, helping engage millions of fans with club content when fixtures were cancelled, to LaLiga’s ‘LaLiga Santander’ music festival, bringing together players and musicians to create something completely unique while raising €1m for the coronavirus effort.

We’ve even seen F1 turn to virtual races, basketball players lead the way when dealing with spreading accurate coronavirus information – and a lot of retro matches shown on TV.

Hopefully the report is full of interesting insight and creative ideas – you can read it here.

Creating content during the ‘new normal’

As well as giving some insights on what the world of sports are doing, we’ve been busy doing some quite clever stuff ourselves.

Our ‘A Tenner Says’ content series for 888sport usually sees four fan influencers sit round a table to discuss and debate the big footballing issues – but under the current lockdown rules, that clearly can’t happen as usual.

Instead, we took an alternative approach – hosting a virtual debate via Skype, helping give us the same outputs, but in a way that reflects the current situation.

The result is a typically-punchy episode of ATS, where our four fans debate whether the season should be voided, or if Liverpool should be given the title – you can watch it below.

How we can help

Of course, these are truly extraordinary times, both for sport and for wider society.

With expertise in creating game changing content, communications and campaigns, we are well placed to help you fill the gaps that sport has now left in the calendar, and help you reach your target audience in innovative ways.

If you’d like to chat through a few ideas or any problems you’re facing, we’d be delighted to help.

Feel free to drop me a DM, or email me at on how we can help you navigate the coronavirus outbreak, and beyond.

Thinking by Will Atkins