The impact of major sports events

This report, commissioned by UK Sport and the City of London Corporation focuses on how major sport events (MSE) can drive soft power, trade and investment impacts. The study focused on engaging stakeholders who play an active role in organising and funding MSE, as well as helping to form partnerships with MSE. The report details how MSE drive impact, the contribution of MSE in the UK, international MSE impacts and strategies and understanding the potential of the UK’s MSE pipeline.

The report also makes 3 key recommendations to be applied by the City of London Corporation and UK Sport, alongside organisers, government and business to measure and maximise soft power, trade and investment impacts for future UK events. This includes enhancing strategic planning, encouraging effective collaboration and measuring the soft power, trade and investment impacts enabled by MSE.