University Sports Clubs: Culture, belonging and adapting to change during Covid-19

Abstract

This article draws on findings from PhD research exploring the role sports club membership plays in identity formation and a sense of belonging at university. Data was collected via interviews, combined with netnography, which is an online research method aimed at understanding online social interaction via digital communication platforms. This method provided insight into how clubs have remained engaged, connected, and active throughout the COVID-19 pandemic. 

Positioning university sport as a subculture, findings discuss the social practices that make up university sport culture. Members develop a sense of belonging to their club and subsequently to the institution. At a time where for many, social interactions were minimal, sports club online communities expanded which was crucial for students' mental wellbeing during the pandemic, and members displayed altruistic behaviour. Crucially, the support network developed among sports club members is discussed and the role this on the student journey and beyond.