Empty Stands and Empty Pockets: Revenue Generation in a Pandemic

The COVID-19 pandemic changed not only the way professional sports were played in 2020, but also changed the way sport-related organizations had to operate. An example of this is a fictional sports app, FanStand, that primarily offered opportunities for sports teams to engage fans through team information, in-game trivia and contests, services at games, and the purchasing of tickets and merchandise. The primary use of the app was inside arenas and stadiums, meaning that when COVID-19 stopped all play, the app was not used. Even as professional sport returned to play, fans were not attending in-person games and were not using the app. The purpose of this case study is to consider how apps like FanStand can generate revenue during the COVID-19 outbreak and beyond, using strategic and operational planning, as well as stakeholder theory, to account for various groups and individuals who are impacted by the decisions FanStand makes during this time.