Sport Impact
Some objectives for hosting sporting events are focused on increasing the capacity and effectiveness of organisations that exist to deliver sport.
The resources used to deliver events can help deliver more sport and the net benefits of more sport, for example health and well-being.
ASOIF Common Indicators for Economic Impact, and their links to the UN SDGs
(Click table to enlarge)
UNDERSTANDING EVENT IMPACT DATA:
Benchmarking for Better Insights
Interpreting event impact data to determine whether a study result is favourable can be challenging, especially without access to historical event data or comparisons from similar events. Our consultants have created a benchmark database to help clients contextualise and better understand their impact study results.
An essential metric in assessing the sport impact of events is percentage of spectators inspired to do more sport or physical activity (ASOIF Reference Code: SP-SP2.1).
After analysing over 20 event impact studies, we have found that the percentage of spectators inspired to do more sport or physical activity ranged between 35% and 88% and identified several key aspects that influence the inspirational effect of sporting events.
Sporting events can inspire people to become more physically active and embrace healthier lifestyles. Beyond the excitement of competition, these events can foster community spirit, connect fans with athletes, and motivate individuals to pursue their own fitness goals. The most successful events actively create opportunities for audience engagement, whether through fan interaction, or targeted programmes that make sports more accessible and appealing. With thoughtful design and strategic community involvement, sporting events can spark a lasting commitment to physical activity and contribute to a healthier society.
Here are some of the key factors that influence this impact:
- Connection with Core Fanbase: Events that engage closely with local clubs and communities inspire a sense of belonging and encourage participation.
- Athlete-Fan Interaction: On-site experiences, athlete meet & greets, and mascots create memorable moments, boosting motivation to stay active.
- Audience Variation: Data differs between audience sampled, e.g. local spectators who experience the event in person tend to feel more inspired than general residents.
- Sport Type: Non-contact sports (e.g. swimming, cycling, running) typically inspire higher participation (67-88%) than contact sports (e.g. rugby, judo) which inspire at a lower rate (35-56%).
- Long-term Engagement: The most impactful events design-in ways to use this inspirational impact to signpost ongoing programmes of activity for target audiences that last beyond the timeframe of the event.
These elements combined create a holistic approach that not only encourages spectators to become participants but also helps build a more active community.
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