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Project

Understanding the social impact of major sport events (OZR3796)

The vision of this research proposal is to contribute to understanding the
social impact of major sport events. The proposal starts from the notion
that hosting sport events can generate social benefits for host residents
if novel strategies are designed to make use of (leverage) the event
through sport-based interventions. This strategic process is referred to
as ‘social event leveraging’. To clarify the complex and iterative (rather
than linear) nature of leveraging, the proposal aims to understand (1) the
process of leveraging through the involvement of stakeholders from the
public, non-profit, and commercial sector in initiating and conducting the
leverage, and (2) the outcomes of leveraging through the experiences,
intentions, and behaviors of spectators who are recipients of leveraging
efforts. Using a case study approach that includes multiple major sport
events, the proposal seeks to determine if there are common
mechanisms between strategies and interventions that allow
generalization of the findings. In the longer term, the effect of these
common mechanisms will be tested in an experimental study where
spectators’ engagement with event leverage interventions will be
monitored in the post-event period.
Date:1 Oct 2021 →  Today
Keywords:Event leverage, Impact, Spectator experience, Sport participation, Sport partnerships
Disciplines:Management of sport and physical activity, Sociology of sports, Psychology of sport and physical activity, Sports sciences