This podcast explores how COVID-19 reshaped the world of sport and event marketing, forcing organizations to innovate and adapt in the face of global disruption. Drawing insights from the Toronto Metropolitan University podcast “How COVID-19 Has Impacted the Sport Business World” and Jay Hodgkins’ article “From the Olympics to the World Cup: How COVID-19 Is Reshaping Sports Marketing”, the episode discusses the loss of live audiences, the shift to digital fan engagement, evolving sponsorship models, and the rise of hybrid events. Through research and personal reflection, it highlights how the pandemic accelerated digital transformation and reminded marketers that success lies not just in promotion—but in building genuine human connections with fans.