(Re)engaging with sport fans post-Covid

This research investigates how the sport industry can recover from the Covid-19 pandemic through (re)engaging with fans.


Covid-19 has brought unprecedented disruptions to societies in numerous ways, one not to neglect is on event attendees and leisure opportunities for local communities. Drs Yanning Li, Bora Kim and Tracy Xu are investigating how sport fans and local communities can be better (re)engaged via reimagining visitors’ experience in sport matches post-Covid align with research group HaRM’s pillars. Primarily, this project is examining spectators’ motivations to attend a game and potential apprehensions post-Covid. A Covid-19 recovery strategy will be developed for sport clubs to engineer a safe, diverse and inclusive sport event experience for visitors. 



Research themes

Find out more about our research at Surrey: