“…]...Because it's in the East End of London, it's in their home town...Since we got the bid, I've found a lot more children are now becoming more involved in sport" (Nora, mother, East End of London, cited in Davidson and Power, 2007;29) This contrast between geographical proximity to the main London 2012 site will be explored in more detail in the findings section of the paper. However, it does start to give a voice to some of the counter narratives that other researchers have called for (Girginov and Hills, 2008;Kennelly and Watt, 2012;Morpeth and Hylton, 2012).…”