Can Sport Events “Service” Sport Participation?

Abstract

Many bids for sporting events, large and small, claim that the event will promote active participation in sport, but there is little scientific evidence to support this claim. This chapter examines whether, and to what extent, sporting events of various sizes can influence sport participation and which factors are important to increase the effect of sporting events on participation in sport. We present a model to leverage sport events for participation, as well as an event leveraging framework. We conclude that building capacity in local sport clubs is needed, so that they can include events into their current marketing mix to attract new participants in their sport.