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Despite the high number of crises encountered within sport, crisis communication management in sport remains understudied. Operational crisis communication in particular can be considered an uncharted territory, regardless of its potential significant effects on sport organisations’ reputation. In this study we explore the themes used in FIFA’s communication during the Covid-19 pandemic, to understand how operational organisational crisis communication was managed by football’s leading sport organisation in this unprecedented climate. Content analysis is conducted in all FIFA’s press releases and Twitter messages related to Covid-19 from March 5th to July 3rd 2020, in order for insights to be offered to the content and meaning of FIFA’s operational crisis communication, their attempts to emphasise the organisation’s positive traits and actions, and the links built with managing and improving the organisation’s reputation. The analysis of the themes used indicates that proactive planning of crisis communication management had been conducted, while lessons from previous handling of crises appear to have been learned. By outlining the crisis communication strategy adopted by FIFA, we offer insights to the unexplored area of operational crisis communication in sports, while presenting a roadmap for operational crisis communication management for other sport organisations and future studies exploring the topic.

Operational crisis communication management: a content analysis of FIFA’s communication during Covid-19