Crisis Management Response Strategies of Small-Scale Sport Event Organizations to the Effects of the COVID-19 Pandemic

This study explores the strategies utilized by small-scale sport event organizations to respond to the effects of the COVID-19 pandemic. In doing so, it helps inform future crisis management preparedness in small-scale sport event organizations. Using semi-structured interviews, the crisis management experiences of eight participants from six small-scale UK-based sport event organizations were scrutinized. The interviews focused on a holistic understanding of their pre-, during, and post-pandemic experiences. Three key themes emerged from the data. They were (i) the diversification of revenue streams and reduction of costs; (ii) ensuring a customer centric approach; and (iii) the importance of fostering entrepreneurial and innovative characteristics. The study proposes a framework of effective crisis response strategies to help inform small-scale sport event organizations to better plan, prepare, and prevent future crises. Through the theoretical lens of resilience studies, it advances knowledge on the COVID-19 experiences of small-scale organizations in the events industry.