Even without live spectators, staging professional sport amid the pandemic is far from risk-free
WHEN GERMANY’S top two football leagues resume this weekend, Borussia Dortmund must take on Schalke, their local rivals in the Ruhr region, without one of their strongest assets: the. Usually visitors are faced with the deafening “yellow wall” of 25,000 Dortmund fans, packed into one of Europe’s biggest grandstands. But this Saturday the loudest sounds will be blasts from the referee’s whistle and the shouts of players and coaches. Spectators are being kept out, to stem the spread of covid-19.
Will closed-door events be commercially viable? Most leading sports rely on three sources of revenue: match-day sales, broadcasting rights and sponsorship. All will be depleted. Empty stands will wipe out match-day revenue, with no fans to buy tickets, merchandise, pints or pies. For the biggest leagues this loss will be manageable; teams in England’s Premier League took in only 14% of their revenue on match days in the 2017-18 season, according to Deloitte, a consultancy.
Revenue from sponsors is more secure. Many agree to multi-year deals with teams and athletes, and will hope that audiences watching at home make up for the lack of fans in venues. But already there are signs of strain. The number of new sponsorship deals announced in the first three months of 2020 fell by 26%, compared with a year earlier, according to GlobalData, a research firm.
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