Sport Promotion through Sport Mega-Events. An Analysis for Types of Olympic Sports in London 2012

Abstract

A substantial amount of attention has been devoted towards the potential sport legacy of the Olympic Games. In spite of the increasing academic interest in this topic, there is a knowledge gap as far as sport legacy is concerned by types of different sports. The authors bridge this gap by analysing the evolution of 43 different Olympic/Paralympic sport modalities in the two-year period after the London 2012 Olympics. By using data from the Active People Survey with a sample of 165,000 people annually, and considering some demographic variables and the effect of the economic environment, the paper aims to test the existence of a sport legacy. We have applied time series analysis and ARIMA models for controlling for economic influence and seasonal adjustment and for making comparisons among participation rates. The results show, for the total of the sports analysed, that there were 336,000 individuals who increased their frequency of participation, while there was no significant increase in the number of new participants in these sports. When we develop the analysis for types of sports, London 2012 is positively associated not only with the frequency of participation in some types of sport but also with an increase in the number of new sport participants. Gender and age differences are also detected. The results show the differences of sport legacy by type of sports. Moreover, this research has elucidated an important unrecognised aspect of the effect of the Olympic Games and perhaps major events: that they can become a major policy tool for reversing sporting inequalities.

Effect of Elite Sport on Physical Activity Practice in the General Population: A Systematic Review

“…An increase of 700,000 people participating in sport or PA once per week was observed in England after the London 2012 OG. 40,42,43 But, as pointed out by Milton et al, 42 the proportion of the population participating in sport or PA once per week remained stable (36.6% in 2007/2008, 36.9% in 2011/2012, and 36.1% in 2015-2016), because the total population of England also increased. Therefore, it is essential to consider the relative proportion of the active population rather than the absolute number.…”

“…Six studies observed an increase in PA/sport practice after hosting elite sport events. 40,43,55,59,63,64 Null or mixed lagged effects were observed in 3 42,55,59 and 7 [34][35][36]44,48,49,60 studies, respectively; 3 studies observed a lagged increase in PA/sport participation after hosting elite sport events. 40,43,47 One study, which did not provide the age range of the studied population, observed a null effect of hosting elite sport events on sport memberships.…”

“…40,43,55,59,63,64 Null or mixed lagged effects were observed in 3 42,55,59 and 7 [34][35][36]44,48,49,60 studies, respectively; 3 studies observed a lagged increase in PA/sport participation after hosting elite sport events. 40,43,47 One study, which did not provide the age range of the studied population, observed a null effect of hosting elite sport events on sport memberships. 37 Negative, null, or mixed effects of hosting elite sport events on PA/sport practice at a large-scale level were observed in 1, 54 6, 30,33,41,50,60,63 and 2 studies, 48,59 respectively.…”

Measuring the Economic Impact of COVID-19 on the UK’s Leisure and Sport during the 2020 Lockdown

“…Government policy on reinvestment of net broadcasting revenue in grassroots sports and equitable distribution of funding away from elite leagues and into the lower tiers and the grassroots would all help support sport participation. An increase in participation, particularly with new participants who have the tendency to purchase more sports consumables, would lead to higher consumption of sporting goods and services and thus to greater budgetary surpluses [50].…”

COVID-19 Impact on the Sport Sector Economy and Athletic Performance

“…Supporting sports participation could be improved by government policy by reinvesting net broadcasting revenues in grassroots sports and by distributing funding from elite leagues to lower tiers. A higher number of participants, especially new ones who are more likely to purchase sports consumables, leads to a higher demand for sporting goods and services, leading to greater budgetary surpluses (Kokolakakis and Lera-Lopez 2020).…”