Keeping Distance? Adaptation Strategies to the Covid-19 Pandemic Among Sport Event Organizers in Sweden

Sport has often had an important role in times of crisis, but the Covid-19 pandemic is another matter. Sport was heavily affected world-wide on all levels. In Sweden, gathering people for endurance events conflicted with the Covid-19 restrictions. Some events were cancelled, but many tried to adapt. What adaptation strategies to Covid-19 have Swedish event organizers used? What role have digital tools played in their adaptation? What economic impacts did these events experience? We argue that the challenges posed by Covid-19 have accelerated the digitization of endurance events and highlighted the tensions between commercial and non-commercial actors in sports due to the differences in financial structure and eligibility for economic support. We thereby contribute to the growing research on how sport events in general have been impacted by the Covid-19 pandemic, and specifically in the context of Sweden’s somewhat exceptional response to the pandemic.