Limited or lasting legacy? : the effect of non-mega sport event attendance on participation

Research question: It is often claimed by event promoters that hosting major sports events will inspire increased participation at grass-roots level. However, evidence of this linkage is scarce. This paper addresses the research gap by examining the legacy effect of ‘non-mega’ events on the sport participation levels of those who attend them.

Research methods: Data gathered using a combination of face-to-face and online surveys with spectators during and following their attendance at one of nine events, held in England between 2010 and 2012, yielded 434 matched responses.

Results and findings: The analysis revealed different types of increases in post-event participation behaviour of both previously active and inactive respondents, including ‘initial’, ‘sustained’ and ‘lagged’ effects. However, attributing causality for these positive changes in activity behaviour to a single event is problematic due to the range of other factors that audiences may experience with the passage of time, including other events.

Implications: The key implication of the research for management practice is that major sport events can have a positive market penetration effect but market development effects are as yet unproven.