For Fast Company’s Shape of Tomorrow series, we’re asking business leaders to share their inside perspective on how the COVID-19 era is transforming their industries. Here’s what’s been lost—and what could be gained—in the new world order.

Darren Eales, president of Atlanta United, has twice been named Major League Soccer Executive of the Year, and previously served as executive director of English Premier League team Tottenham Hotspur.

A lot of sports have been re-airing their classic games. We don’t have as many classic games, being just three years old, but we did quite a bit of build up over the re-airing on Fox Sports of us winning the 2018 MLS Cup.

The way it normally works when we have home games is we have the tailgates before our matches. And I would always [walk] around the tailgate before every game. It’s part of how we build and keep connection to the club’s grassroots and fans. It’s that feeling that we’re all in this together. So we had our four main supporters groups virtually tailgating, and I was Zoom bombing their tailgates before the game, just re-creating our rituals in this new world order. And it was a lot of fun, trying to help keep that connection.

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