Hosting a major sporting event like the Olympic and Paralympic Games can provide numerous benefits to the host nation. These benefits include enhanced infrastructure such as new sports facilities, improved public transport, and increased accessibility for people with disabilities, as well as boosts in employment, tourism, environmental benefits, and heightened national pride. Although many advantages are primarily experienced near the host city, a rise in sports and physical activity participation can positively affect people across the host country and globally. However, the question arises: do major sports events like the Olympics truly enhance participation? In brief, the current research offers mixed findings.
While some studies report increases, many others do not. Any increases tend to be temporary, particularly in sports where the host nation excels, but these gains often diminish over time. Australians have a deep-rooted interest in sports, with many viewing sport as integral to national identity. This enthusiasm is especially noticeable during major international events like the Olympics – Sport Australia estimates that 82 percent of Australians watched some of the Tokyo Olympics. Roughly one in five Australians who viewed these Olympic and Paralympic Games mentioned they saw something that motivated them to become more physically active. Many parents also considered enrolling their children in new sports. Nevertheless, interest and motivation do not always translate into participation. Why is this? Researchers have identified two different potential relationships between major sporting events and community sports participation. Firstly, elite athletes can serve as role models who inspire us to be more active, either by participating more in our current sports or trying new ones. Conversely, some people feel discouraged when watching elite athletes as it highlights the differences in fitness, abilities, and skills. Additionally, several other factors can influence participation, such as costs and the availability of coaches, equipment, and facilities. Recent key factors also include the COVID pandemic and cost-of-living crisis.
While the Sydney Olympics did not significantly boost physical activity levels in Australia, other big events have shown more success. For instance, a year after Australia hosted the 2003 Rugby World Cup, junior registrations went up by 20 percent. More recently, there has been a significant increase in female soccer registrations following the Matildas’ performance in the 2023 Women’s World Cup. These successes show a more direct connection between major sports events and heightened participation in the specific sports involved. Research also indicates that sports participation can rise before an Olympics. A ten-year survey in England revealed major spikes in sports participation leading up to the 2008, 2012, and 2016 Olympics, rather than after them. This could be attributed to increased media coverage, school engagement, and programs organized by national sports bodies and clubs. As the Paris Olympics approach, how can we transform our enthusiasm for watching sports into active participation? National sports organizations should help clubs promote themselves within their communities and make their sports accessible. An online portal or app for finding nearby sports clubs could be beneficial.
Free trial days offer a no-risk way for people to try new sports and could be scheduled regularly following events like the Olympics. Offering activities at various times to fit different schedules can help, as can equipment loan programs, which make starting new sports easier, especially for those needing costly gear. Group activities can enhance enjoyment and lessen intimidation, so providing special group rates or buddy programs, particularly for beginners, can foster participation. Non-competitive skill development programs can appeal to those interested in sports for leisure and stress that sport is for everyone. Advice and endorsements from local Olympic athletes can be very motivating. Collaborating with athletes to create motivational content and offer advice can inspire greater participation, especially among children. Increased sports participation and higher physical activity levels are some of the desired legacy outcomes for the 2032 Brisbane Olympics.
To achieve this, governments and sports organizations must work together to devise a strategic approach. Paris 2024 has already adopted this strategy, successfully enhancing physical activity through school programs and redesigned public spaces. The effect of new Olympic sports should also be taken into account. Skateboarding saw increased interest following its Olympic debut in Tokyo. For Paris 2024, breaking will be introduced as a new sport, with Los Angeles 2028 adding baseball, softball, lacrosse, Twenty20 cricket, flag football, and squash. How about Brisbane? Though the new sports for 2032 have not been announced yet, these new, possibly lesser-known sports might see a spike in popularity leading up to the Brisbane games. Some sports, like gymnastics and basketball, are already facing challenges with increased demand in Queensland.