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

The purpose of this paper is to elucidate the factors that determine the extent to which spectators attending one-off sports events feel inspired to increase their own participation in sport. The research considers both the socio-demographic and sport participation profile of the audience as well as the characteristics of an event as predictors of inspiration. The methodological approach involved secondary analysis of data collected from audiences across 10 events held in England since 2010. The findings are based on an aggregate sample of 7458 respondents. The statistical method used to analyse the data was multinomial logistic regression. The results show that the majority of respondents were inspired by the event that they attended, but the strength of the inspiration effect varied significantly according to their age; place of residence; ethnic origin; sport participation profile; and whether or not they had been exposed to information about opportunities to undertake sport. Moreover, events featuring team sports, non-age restricted events and elite events incorporating a mass participation component were also found to be positively related to inspiration. Several policy implications are identified for event organizers and public funders of both elite and community sport.