The Wider Impact of Sporting Events

Our CEO Nick Morgan discusses the wider impact of sporting events and steps to promote the positive impact of events and festivals.

The white paper talks a lot about the value of events and looks at direct spend such as attendees using the transport infrastructure, hotel accommodation, spend in local Retail or F&B and the suppliers to an event. However, there is a further consideration that should be considered.

Sporting legacies such as the Olympics, Wimbledon, Cricket World Cup and recently the Netball in Liverpool, have far wider benefits that are often not captured by any exit poll or data surrounding the immediate event.

In simplistic terms, world sporting events happening on National territory generally grow a home audience. As a general rule, its far easier for the home fan base to attend events on home soil as there is less travel and potentially less accommodation costs. At the same time, all data suggests that the home audience grows due to more positive sentiment in the media and interest whether that’s watching at home or in a local hostelry.

Another well known trend is the increasing adoption rate of sport participation by those inspired to pick up a racket or join their local athletics club.

This sounds simple, but have we ever considered measuring the even wider impact? For example, people being encouraged to live healthier lifestyles as they seek their new aspiration to become the next Andy Murry or Serena Guthrie. It goes as far as contributing to combating obesity, and as a result, reducing the impact on the NHS which obesity is currently costing £27 billion per annum.

Events are met with distain by residents and the wider community due to their disruption which cannot be denied, however often missed are the wider positive impacts they have on the UK. Imagine the UK without such events?

We all need to start to consider the much wider implications of events and promote all of the positive impacts such as supporting local parks through commercial revenue of which we pay in excess of £1m per annum. Please can we start to stand up to the naysayers and stop only using Glastonbury as the festival example. There are over 1100 festivals in the UK!

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