Examining the relationship between pre-sport mega-event programming and physical activity participation

Abstract

Purpose

The aim of the present study was to examine if interest in the 2022 World Cup and planned engagement in the pre-Qatar World Cup programming influenced both current and future informal and formal physical activity.

Design/methodology/approach

Data were gathered using a survey conducted eight months prior to the World Cup, analyzing responses using four 2 × 2 analysis of variance (ANOVA) models. These models assessed the relationship between interest in the World Cup and planned engagement in pre-event activities with current and future formal and informal physical activity levels.

Findings

The findings of the current study suggest that engagement in sport programming pre-World Cup did not moderate the relationship between interest and physical activity. Engagement appears to play a direct role in physical activity, aligning with engagement theory, whereas interest plays a more direct role in spectator consumption. This highlights the importance of programming initiatives in enhancing physical activity, which is a critical aspect of the social impact of sport mega-events.

Research limitations/implications

This study only focused on the residents of Qatar, and it may not be applicable to the future residents and location of the World Cup. Thus, further research should be conducted to see if this phenomenon can be observed and will exist in other host countries as well as with other sport mega-events. Additionally, our study was quantitative; it is suggested to perform a qualitative or mixed methods approach with a large sample size to obtain a more descriptive analysis that adds more depth to the connection between interest, engagement and physical activity of hosting a sport mega-event.

Practical implications

The study’s implications suggest that host countries and event organizers can significantly impact residents’ physical activity by creating environments and opportunities that align with their intrinsic needs for competence, autonomy and relatedness. For host countries and event organizers, these findings underscore the importance of pre-event planning, particularly in developing sports infrastructure, facilities and initiatives. Participating in sport programs can reflect positively on the economy by reducing healthcare and social service use, as well as increasing social engagement. Policymakers can leverage these findings to develop comprehensive strategies that promote physical activity in conjunction with sport events.

Social implications

This study highlights the importance of programming initiatives in enhancing physical activity, which is a critical aspect of the social impact of sport mega-events. By leveraging pre-event programming, host countries can address public health concerns and enhance social well-being. The findings suggest a positive relationship between sports programming engagement and increased physical activity among residents, contributing to improved health outcomes and reduced healthcare costs.

Originality/value

The findings of this study will contribute to the literature and advance our knowledge regarding the relationship between hosting a sport mega-event and physical activity participation by understanding pre-event impacts. This research offers valuable insights for event organizers and policymakers, highlighting the importance of fostering environments that motivate active participation and contribute to the long-term health and vitality of communities.

Citation

Alshamari, S., Shapiro, S.L. and Dastrup, R. (2024), "Examining the relationship between pre-sport mega-event programming and physical activity participation", Sport, Business and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SBM-11-2023-0143