The home advantage: sport behind closed doors

Watching Sport. Some people hate it, but for millions all over the world, it provides a much-needed escape, not to mention a sense of belonging and community.

With the Covid-19 pandemic tipping the world upside down, we have seen sports brands leverage and maintain this sense of camaraderie, with home workouts and support for close-to-home charities. But, as we look ahead, what does sport behind closed doors actually look like? What do brands and rights-holders need to do now, to make sure their new-look products meet expectations?

Most sport fans (and, in the UK, football fans in particular) will want normal service to be resumed as soon as possible, providing it is safe for everyone involved. However, how can we ensure that the service that is eventually resumed isn’t just a pale imitation of the real thing - dull and void of the...