An industry in isolation – Why sport and entertainment still matters

The term ‘in isolation’ is defined as ‘without relation to other people or things; separately.’ It is the antithesis of what our species craves, what enables society to flourish and what sets this industry apart in its ability to nourish our most fundamental need: that human connection to a cause greater than any individual could muster alone. This is what makes sport and entertainment irrepressible.

Our industry is not immune to the impact of a global pandemic. Faced with this unprecedented challenge, separation has become essential. A quarter of the world now finds itself in lockdown. Sport and live entertainment is rightly on hold. With respect to the great Bill Shankly, the Olympics and Glastonbury are not, and never will be, a matter of life and death.

Millions around the world are familiarising themselves with life in isolation, putting a spotlight on what we value most. The answer, which I have witnessed – and what CSM is highlighting in its #ExperienceGood campaign, is unequivocally ‘community.’ Shared global concern has sparked concerted local action. A call-to-action that the world of sport and entertainment has readily accepted. An industry on pause need not be one without purpose.

Brands, rights holders, broadcasters, talent and audiences are all asking themselves, ‘How can we do our bit to preserve what matters most: one another?’ The greater cause has shifted from our passions to our communities. Jean Vanier, the Canadian Philosopher, spoke aptly when he said: “One of the marvellous things about community is that it enables us to welcome and help people in a way we couldn’t as individuals.”

Nothing embodied that sentiment more cogently than the #HowCanIHelp movement that emerged in response to this outbreak; an online clarion call demanding offline action. Across the industry, stakeholders mobilised to join this wave of humanity. In a sector that often fetishises individual brilliance and tribal allegiances, the shared quandary we now find ourselves in has provided a poignant reminder of the power of our collective whole. Physically we may no longer be together, but our emotional solidarity remains intact.

That ethos was apparent as Manchester United and Manchester City donated a combined £100,000 to local food banks last week, burying their fierce inter-city rivalry to support those most susceptible to the threat of coronavirus. Aston Villa, IndyCar and the PGA Tour also turned their attention to those who needed it most, redistributing unused food from postponed events to vulnerable community groups. And as the world confronts the harsh economic costs of this crisis, a host of NBA teams were quick to promise remuneration for all staff currently unemployed during the season’s enforced suspension.

Those at the cutting edge of technology and innovation are redirecting their engineering expertise to fight COVID-19. Seven UK-based F1 teams will now focus manufacturing efforts on producing 20,000 ventilators for the NHS, amid a tragic shortfall in crucial medical equipment. MLB’s official apparel supplier Fanatics, meanwhile, has diverted its production services to help provide one million medical masks and gowns for healthcare workers in the US. Consumer brands including LMVH and Titos Vodka are answering the call by converting distilleries into production sites for vital supplies of hand sanitiser.

Marketing campaigns are being reimagined to encourage social distancing. Nike’s ‘play inside, play for the world’ message reminded us of our collective duty to stay indoors, and Guinness called for responsible St Patrick’s Day celebrations.

McDonald’s and Coca-Cola updated their logos to provide a visual reminder of the need to remain apart.

Athletes and actors are also rising to the challenge. With schools shutting down across the USA, Jennifer Garner and Amy Adams established #SaveWithStories, an online reading resource for children, while Marcus Rashford and Steph Curry put crucial funds towards meals for students

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