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Danielle K. Smith and Jonathan Casper

COVID-19 has brought about an unprecedented time where a majority of major American sporting organizations have ceased competition. Corporate social responsibility (CSR) actions, historically an avenue for sport organizations to positively impact society, provide a compelling avenue of study during this time. While researchers have observed the role of CSR and crisis communication when the crisis arises from within the organization, there is a need to understand CSR shifts and responses when the crisis is on a societal level. This commentary examines efforts of major U.S. sport league CSR programs (National Basketball Association/Women's National Basketball Association, National Football League, Major League Baseball, Major League Soccer, and National Hockey League), starting in mid-March when the majority of organizations ceased competition. Data were gathered using a mixed-methods approach of qualitative interviews, secondary research, and social media sentiment analysis. Key findings included the emergence of two different approaches to CSR communication strategies among U.S. sport leagues as well as three clear themes of COVID-19-related communication: educate, assist, and inspire. In addition, this commentary provides an initial glance at consumer response to CSR programs, showing both positive and negative sentiment trends.

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Bettina Callary, Abbe Brady, Cameron Kiosoglous, Pekka Clewer, Rui Resende, Tammy Mehrtens, Matthew Wilkie and Rita Horvath

The commentary brings together the perspectives of a group of coach developers from across the globe who form a community of practice (CoP) from their involvement as “Cohort 5” in the International Council for Coaching Excellence and Nippon Sport Science University Coach Developer Academy. The CoP includes people from three types of organizations: university professors of sport coaching programs, national sport federations, and national multisport organizations’ directors of coach education. While this CoP existed prior to the pandemic, the forced isolation has created a new structure and purpose to the CoP: The authors are all making meaning of the landscape of coach development within which they work by understanding the perspectives of others who work in their domain from across the world and the similar realities that they face in North America, Europe, the United Kingdom, and New Zealand. The authors outline the key themes that emerged from their weekly CoP video conference meetings to shed light on how this pandemic has changed the way they think about coach development.

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Ted M. Butryn, Matthew A. Masucci and jay a. johnson

While most professional sports quickly postponed their seasons due to COVID-19, the Ultimate Fighting Championship (UFC) took a decidedly contrarian approach as president Dana White continued to promote UFC 249 until pressure forced its cancelation on April 9, 2020. Drawing from work on sport and spectacle and the media as well as sport management scholarship on crisis management, the authors provide a commentary on the mediated spectacle of White’s (eventually successful) efforts to promote UFC 249 during the pandemic. Drawing from numerous media sources, they discuss how White sought to control the public narrative in several key ways. The authors further explore how White decried the seriousness of the pandemic while centralizing the UFC’s place in the U.S. sporting landscape. Finally, the authors discuss how White’s efforts might both help and hinder the UFC as a mainstream sports promotion.

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Branden Buehler

The American sports television industry has scrambled to adjust to the loss of live sporting events in the wake of the coronavirus pandemic—a scramble clearly evidenced in programming schedules suddenly filled with replays of older event telecasts. However, rather than focusing on the apparent novelty of this type of substitute coronavirus programming, this article, instead, argues that the loss of live sporting events represents the amplification of a problem that television networks have already been grappling with for years: how to fill an ever greater number of outlets with sufficient year-round programming given a finite number of live events. With that in mind, this article proposes that many of the programming strategies that networks have turned to in the midst of the pandemic, including the expanded coverage of transactions (e.g., coverage of National Football League free agency) and the increased scheduling of documentaries (e.g., The Last Dance), have been familiar extensions of previously established alternative programming solutions.

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Alexander L. Curry and Tiara Good

The 2020 coronavirus outbreak led Major League Baseball to cancel spring training and postpone the start of the regular season. Although baseball stopped, reporters continued to write about baseball, and fans continued to talk about baseball. But with no games being played, what were they writing and talking about? More than a simple examination of what these two groups are saying, the authors also examined why their focus has turned to particular topics and themes. Through a textual analysis of Entertainment and Sports Programming Network (ESPN) baseball headlines and Reddit posts, the authors found writers jolted out of their routines, yet still framing many of their 2020 stories to focus on the actions of players. For fans, they uncovered conversations that, in many ways, read like friends mourning the loss of a loved one.

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David C. Kingston and Stacey M. Acker

A musculoskeletal model of the right lower limb was developed to estimate 3D tibial contact forces in high knee flexion postures. This model determined the effect of intersegmental contact between thigh–calf and heel–gluteal structures on tibial contact forces. This model includes direct tracking and 3D orientation of intersegmental contact force, femoral translations from in vivo studies, wrapping of knee extensor musculature, and a novel optimization constraint for multielement muscle groups. Model verification consisted of calculating the error between estimated tibial compressive forces and direct measurements from the Grand Knee Challenge during movements to ∼120° of knee flexion as no high knee flexion data are available. Tibial compression estimates strongly fit implant data during walking (R 2 = .83) and squatting (R 2 = .93) with a root mean squared difference of .47 and .16 body weight, respectively. Incorporating intersegmental contact significantly reduced model estimates of peak tibial anterior–posterior shear and increased peak medial–lateral shear during the static phase of high knee flexion movements by an average of .33 and .07 body weight, respectively. This model supports prior work in that intersegmental contact is a critical parameter when estimating tibial contact forces in high knee flexion movements across a range of culturally and occupationally relevant postures.

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Seong-won Han, Andrew Sawatsky, Azim Jinha and Walter Herzog

Vastus medialis (VM) weakness is thought to alter patellar tracking, thereby changing the loading of the patellofemoral joint (PFJ), resulting in patellofemoral pain. However, it is challenging to measure VM force and weakness in human studies, nor is it possible to measure the associated mechanical changes in the PFJ. To obtain fundamental insight into VM weakness and its effects on PFJ mechanics, the authors determined PFJ loading in the presence of experimentally simulated VM weakness. Skeletally mature New Zealand White rabbits were used (n = 6), and the vastus lateralis, VM, and rectus femoris were stimulated individually through 3 custom-built nerve cuff electrodes. Muscle torque and PFJ pressure distribution were measured while activating all muscles simultaneously, or when the vastus lateralis and rectus femoris were activated, while VM was not, to simulate a quadriceps muscle strength imbalance. For a given muscular joint torque, peak pressures were greater and joint contact areas were smaller when simulating VM weakness compared with the condition where all muscles were activated simultaneously. The results in the rabbit model support that VM weakness results in altered PFJ loading, which may cause patellofemoral pain, often associated with a strength imbalance of the knee extensor muscle group.