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Covid-19 served as a crucial catalyst for innovation by forcing organizers to change established planning models at short notice and introduce the hybrid "Trophy Individual" format.
The new event format achieves a high level of participant satisfaction and is supported by stakeholders as a valuable, flexible addition that strengthens the core of the event without replacing the classic race.
The innovation represents a successful product extension that uses the strength and credibility of the existing brand to tap into new target groups and extend its reach.
Crisis-related adjustments promote the long-term resilience of sporting events as they accelerate digitalization and expand the portfolio, making organizers better prepared for future uncertainties.
Summary of this study
The study examines the case of the Salzkammergut Trophy, a major mountain bike event in the Alps. During the Covid-19 pandemic, the organizers introduced a hybrid event format that allowed participants to compete individually over an extended period of time.
Through a survey of event participants and semi-structured interviews with stakeholders, this work assesses participants' perceptions, stakeholders' evaluations and the role of the crisis in accelerating innovation.
The results show a high level of satisfaction, strong stakeholder support for the hybrid format and evidence that the restrictions imposed by the pandemic accelerated its adoption.
The hybrid format represents a product extension that leverages the event's established brand to broaden participation opportunities and expand the portfolio.
This study demonstrates how crises can drive innovation by showing that while rapid change cannot replace established events, it can effectively expand the product portfolio.
Key findings of this study
- High participant satisfaction with the hybrid format: The study shows that participants were very satisfied with the "Trophy Individual". Although the classic race format was rated significantly better in a direct comparison, the hybrid solution offered a successful way to meet the need for sporting challenge during the pandemic.
- Strategic acceptance as a product extension: Stakeholders do not see the individual format as a replacement, but as a valuable and functional addition to the existing offering. The study categorizes the innovation as a product extension that uses the credibility of the established brand to appeal to new target groups and increase the inclusivity of the event.
- The crisis as an accelerator for innovation: The Covid-19 pandemic served as a crucial catalyst, forcing organizers to quickly change established planning models and push digitalization on a massive scale. What was originally intended as a short-term emergency solution developed into a permanent strategic expansion of the event portfolio due to the pressure caused by the crisis.
- Increasing long-term resilience: By introducing the hybrid format, the event was able to strengthen its resilience to external shocks and secure its competitiveness. The expansion of the portfolio allows the organizers to react more flexibly to future uncertainties and maintain brand value even under difficult conditions.