RESEARCH
The London 2012 Olympic and Paralympic Games flashed by in a blur
of gold, silver and bronze. It’s been an incredible summer and the outstanding sporting performances will live long in the memory. But will it make a difference to the levels of sporting participation in this country? Geoff Aucock reports on Jonas Drivers Deloitte’s recent survey
BUILDING on the London 2012 momentum
L
egacy was a central theme of London 2012 from the earliest days of the bid. This takes many forms of course, including the
regeneration of East London and new economic opportunities for British compa- nies arising from the successful delivery of the world’s most complex event. However, the mission of the Games was
to ‘inspire a generation’ and it would be deemed a missed opportunity if there was no participation increase. So what are the chances?
GOOD INTENTIONS If the stated intentions of the nation’s youngsters are anything to go by, there is reason to be encouraged. Deloitte
surveyed 2,000 16- to 35-year olds during the Olympic Games and half said they in- tended to become more active as a result of the Games. Eighteen per cent intended to take up a new sport or exercise, 27 per cent planned to participate more often in the exercise or sport they already play, while a particularly inspired 5 per cent said they would do both. The inspirational impact was felt across
the country with at least 40 per cent of re- spondents in every region saying they will do more sport and exercise as a result of the Games. The impact was particularly no- ticeable among the youngest respondents with 63 per cent of 16- to 18-year olds say- ing they had been inspired compared with 37 per cent of 34- to 35-year olds.
30 Read Sports Management online
sportsmanagement.co.uk/digital Clearly, there is a big difference be-
tween the intentions of people when asked at the height of Olympic excitement and the actions they take in the cold light of day, but it is indicative of the opportu- nity presented by the Games. These figures are also supported by
analysis of visits to the Deloitte Paras- port website. The site signposts people with a disability to sports they can play and where they can play them. In the fortnight leading up to the Paralympic Games (15-29 August), the site received 12,500 visits, almost double the 6,500 hits received during the previous two weeks (31 July-14 August). Eighty-five per cent of visitors to the site were new users and nearly 2,500 people used the ‘Find a Club’
Issue 4 2012 © cybertrek 2012
PHOTO:
WWW.SHUTTERSTOCK.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84