{"id":4918,"date":"2026-01-07T13:13:45","date_gmt":"2026-01-07T13:13:45","guid":{"rendered":"https:\/\/worldbodybuildingnews.com\/?p=4918"},"modified":"2026-01-07T13:13:45","modified_gmt":"2026-01-07T13:13:45","slug":"10-sports-companies-pivoting-or-modifying-their-business-due-to-covid-19","status":"publish","type":"post","link":"https:\/\/worldbodybuildingnews.com\/?p=4918","title":{"rendered":"10 Sports Companies Pivoting or Modifying Their Business Due to COVID-19"},"content":{"rendered":"


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Without a doubt, 2020 will go down in sports history as the year when the entire industry\u2019s future was put in doubt.<\/p>\n<\/p><\/div>\n

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On March 11, 2020, the World Health Organization declared COVID-19 a global pandemic, while the National Basketball Association (NBA) announced the suspension of the 2019-2020 season after a player tested positive for the virus. In fact, it was estimated that the North American basketball league alone lost anywhere between <\/span>$350 million and $450 million<\/a> in revenue in March 2020 alone.<\/p>\n

Since then, sports companies have been widely impacted by the virus. They\u2019ve struggled to maintain a relationship with fans and support players and amateurs, which has negatively influenced their profitability. As a result, they have had to readjust their businesses so that their resources are best utilized during this time.\u00a0<\/p>\n

In the following article, we\u2019ll discuss how ten sports companies \u2013 including Nike, USA Weightlifting, and F1 \u2013 pivoted their business models due to COVID-19<\/a>.\u00a0<\/p>\n

What is a business pivot?<\/h2>\n

Even though the term \u2018pivot\u2019 is frequently understood as a drastic business change<\/strong>, it doesn\u2019t always entail changes that shake the business to its core.<\/p>\n

Rather, it\u2019s the process of addressing an important problem<\/span><\/a> or challenge the company is facing \u2013 one that is keeping it from achieving its goals. Therefore, a pivot can mean anything from introducing a new product or service into the business\u2019 offer, through to an entire redefinition of the business and entering a new industry.<\/p>\n

1. F1<\/h2>\n

F1,\n\n<\/svg><\/a> also known as Formula 1, is the highest class of international single-seater auto racing<\/strong> sanctioned by the F\u00e9d\u00e9ration Internationale de l’Automobile.<\/p>\n

Like other professional sports series, F1 put their season on hold due to the coronavirus outbreak, which pushed the F1 teams to pivot their business models almost immediately.<\/p>\n

They repurposed their facilities to manufacture ventilators and breathing aids \u2013 calling it \u201cProject Pitlane<\/span>.\u201d It involved three workstreams: from reverse engineering current medical devices and scaling the production of existing ventilators to the rapid design and prototyping of new medical devices.\u00a0<\/strong><\/p>\n

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Seven of the United Kingdom\u2019s teams worked towards boosting efforts for the UK Government\u2019s Ventilator Challenge<\/span><\/a>. While in Italy, Ferrari worked to support its domestic health service and provided both funding and equipment to this cause.<\/p>\n

McLaren, another British motor racing team that participates in the F1 World Championship, manufactured hospital trolleys<\/strong>. On top of that, F1 partnered with University College London and the Mercedes Benz High Performance Powertrains division to produce Continuous Positive Airway Pressure (CPAP) breathing aids.\u00a0<\/p>\n

2. Nike<\/h2>\n

Nike\n\n<\/svg><\/a>, an American multinational corporation, is one of the best-known companies for products, experiences, and services designed for athletes<\/strong>. With sports canceled around the world, the company was forced to reinvent its 2020 plans.<\/p>\n

Nike made two strategic decisions \u2013 focusing on boosting sales through its digital channels and aiding nurses and doctors on the frontlines of the COVID-19 pandemic.\u00a0<\/p>\n

The company began prototyping personal protective equipment<\/span><\/a> (PPE) like face shields and air-purifying respirator lenses at Oregon Health & Science University. Nike has shipped more than 360,000 units of PPE to approximately 30 hospitals and healthcare providers in the United States.\u00a0<\/p>\n

The brand also donated more than $25 million to the World Health Organization\u2019s COVID-19 efforts<\/strong> around the world.\u00a0<\/p>\n

Lastly, Nike launched several digital campaigns asking everyone to \u201cplay inside for the world.\u201d The company encouraged people to stay active indoors by using its platforms like the Nike Running Club app and the Nike Training Club app.\u00a0<\/p>\n

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