The Impact of COVID-19 on Sport in Twitter: A Quantitative and Qualitative Content Analysis

Abstract

The spread of the SARS-CoV-2 virus has transformed many aspects of people’s daily life, including sports. Social networks have been flooded on these issues. The present study aims to analyze the tweets produced relating to sports and COVID-19. From the end of January to the beginning of May 2020, over 4,000,000 tweets on this subject were downloaded through the Twitter search API. Once the duplicates, replicas, and retweets were removed, 119,253 original tweets were analyzed. A quantitative–qualitative content analysis was used to study the selected tweets. Posts dynamics regarding sport and exercise evolved according to the COVID-19 pandemic and subsequent lockdown, shifting from considering sport as a healthy bastion to an activity exposed to disease like any other. Most media professional sporting events received great attention on Twitter, while grassroots and women’s sport were relegated to a residual role. The analysis of the 30 topics identified focused on the social, sporting, economic and health impact of the pandemic on the sport. Sporting cancellations, leisure time and socialization disruptions, club bankruptcies, sports training and athletes’ uncertain career development were the main concerns. Although general health measures appeared in the tweets analyzed, those addressed to sports practice were relatively scarce. Finally, this study shows the importance of Twitter as a means of conveying social attitudes towards sports and COVID-19 and its potential to generate alternative responses in future stages of the pandemic.