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.

Factors influencing the inspirational effect of major sports events on audience sport participation behaviour

“…This backs up the inference of the Ramchandani and Coleman (2012a) study and it would seem that major sports events provide an ideal platform for 'sign posting' those who are inspired by them to activities that they can avail of locally (e.g. local clubs).…”

“…Contemporary research undertaken with spectators at three major sports events in the UK in 2010 revealed that around two-thirds of respondents had been inspired by their event experience to increase their participation in sport or physical activity, primarily as a result of the quality of the competition and the skill and ability of the athletes / teams (Ramchandani and Coleman, 2012a). The data pertaining to these three events is incorporated within the amalgamated and more advanced ten-event analysis presented in this paper.…”

“…Ramchandani and Coleman, 2012a). The added value of this study to academia is that it identifies how the notion of inspiration varies across different population segments and across different types of events.…”

“…young people). However, as pointed out by Ramchandani and Coleman (2012a), "in order for any mass participation legacy to occur, it would be reasonable to assume that audiences would in the first instance be inspired by the event in question" (p. 258). Hence, a question of interest to academics and policy makers is what can be done by organisers to increase the inspiration element and subsequently the legacy element associated with an event.…”

“…The research builds on a recent study by Ramchandani and Coleman (2012a) to examine whether these events generated a sense of inspiration among attendees to increase their participation in sport; and, more importantly, how this inspiration changes according to the type and organisation of a sport event, the sociodemographic characteristics of attendees as well as their incumbent participation behaviour and attitude towards sport. Although it is not possible on the basis of this dataset alone to postulate that these events actually affected sport participation, one can assert that a direct pre-requisite of encouraging participation via major sports events is to generate an inspirational effect amongst audiences.…”