Adapting to a new normal: the impact of COVID-19 on the mediatization of professional sport organizations

Sehwan Kim, Jinsu Byun, Jepkorir Rose Chepyator Thomson

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


The COVID-19 pandemic created challenges that forced professional sport organizations to adapt to transforming media environments. The purpose of this study was to examine the impact of the pandemic on sport organizations through dimensions of mediatization: perception, structure, and behavior. Data collection included South Korean and U. S. media outlets (newspapers articles and websites) and participants (three male and two female) who worked in the Departments of New Media and Promotion in the Korean Football and Professional Baseball leagues. Data analyses involved triangulation of evidence from newspapers, websites, and interviews. The findings of the study addressed four themes: disruptions and changes in communication environment, which occurred under an already heightened need for change to enter the global sport market, recognition of the need to develop new media content due to the worldwide impact of the pandemic, development of new media teams, and collaboration for the creation of new media content.

Original languageEnglish
Pages (from-to)1307-1326
Number of pages20
JournalSport in Society
Issue number7
Publication statusPublished - 2022

Bibliographical note

Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.

All Science Journal Classification (ASJC) codes

  • Cultural Studies


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