In 2020, nations around the world quickly became engulfed in a crisis with the announcement that the COVID-19 virus had mushroomed to the point that it had become a pandemic. Subsequent to national government attempts to curtail the spread of the virus, there was an immediate impact on the sport industry. For sporting organizations, there was a cessation of competition and a lockdown for all those in the industry. In the absence of live sport, social media producers have been required to think outside of their normal content avenues to create posts that will engage their followers. Sport agency World in Motion—active in soccer, rugby, golf, boxing, and cricket—is an avid user of social media by way of engaging with clients and sports fans alike. As a result of the COVID-19 crisis, there have been significant changes to the focus of the company’s social media output.