ABSTRACT
During the COVID-19 pandemic that paused sports worldwide, the German Bundesliga League (GBL) and English Premier League (EPL) took two different strategic approaches to agree with their players on returning to play. To become better informed and prepared for future crisis management, this study examines consumer responses to these opposing strategies. We also identify how perceived organizational legitimacy, trustworthiness, reliance, and justifiability have an impact on consumer multimedia consumption of the games. A sample of 503 participants responded to an online questionnaire regarding the contrasting decisions taken by the GBL and the EPL during the global health crisis. SEM with multi-group analysis was conducted to test the research hypotheses. When comparing the two selected sport leagues, the league that reached an agreement with their players experienced higher levels of perceived legitimacy while needing fewer perceptions of trustworthiness, reliance, and justifiability to obtain higher multimedia consumption intention from consumers.