Column: Persistent sellers, underperforming players, indispensable fans and ruined calendars – Covid-19 did much more than just harm revenues

In this analysis, Twenty First Group highlights how Covid-19 changed the football industry. Through its use of data, the agency has come up with some surprising findings that you probably never noticed.
The current market dynamics suggest that clubs are expecting to return eventually to pre-pandemic volumes and values of transfer deals, but if the 2020-2022 period becomes the new normal then clubs may need to adapt their player-trading model.
The absence of fans showed exactly how important they are in football. Significant and clear data highlight the importance of home support from the stands.
Calendar challenges have revealed a whole new set of data to be analysed, as the Premier League were experiencing a gap of six matches between some teams. Competitions will need to define acceptable, evidence-based limits around these issues.

Football has battled its way through the Covid pandemic and after a brief pause in the spring of 2020, competitions around the world have endeavoured to deliver action for fans in difficult circumstances. There have, however, been significant consequences on the sport, including:

A radical shift in transfer market dynamics
A new appreciation of home advantage

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