The inspirational effects of three major sport events

Abstract

Purpose The purpose of this paper is to investigate whether attending one‐off sport events might inspire audiences to increase their participation in sport or recreational physical activity. Design/methodology/approach Primary data collection was undertaken with spectators aged 16 and over at three major sport events held in the UK in 2010. The findings are based on an aggregate sample of 2,312 respondents. Findings Around two‐thirds of respondents reported that their event experience had inspired them to increase their participation in sport or physical activity. The inspiration effect varied according to age and respondents’ predisposition to sport. The main factors that caused the inspiration were linked directly to the athletes and the competition. The provision of information about opportunities to undertake sport was found to be the most important lever to convert inspiration into participation. Originality/value Evidence of the impact of major sport events on mass participation is relatively scarce and inconclusive. In order for any “trickle‐down” effect to occur, it would be reasonable to assume that audiences would first be inspired by their event experience. It is this basic sense of inspiration that the research aimed to measure.