We must do more to unlock the power of hosting major events
4 min read
We should see major events as policy interventions, with positive social effects at their heart.
As the Women’s Rugby World Cup lights up England, it’s a powerful reminder that major events don’t just create thrilling moments on the pitch — they spark energy that, with the right strategy, can be translated into meaningful social outcomes. It’s a theme the Culture, Media and Sport Select Committee is revisiting in its latest inquiry (accepting evidence until 4 September), and one that Spirit of 2012 has been exploring for the past twelve years through funding work that shows what this can look like in practice.
Events are about much more than spectacle. From sporting tournaments to cultural festivals and community gatherings, events have the power to bring people together, strengthen pride, and improve well-being. They can present a confident, progressive and inclusive vision of the UK which helps us feel more connected — to each other, to our communities, and to the country we live in.
Yet this social impact is not guaranteed. It must be intentionally built into events from the outset, supported by the right policies and frameworks, and embedded in the way local authorities and government commission, fund and evaluate events.
The decision to bid for or host an event often begins with economic metrics: visitor spend, ticket sales and hotel occupancy. These are important, but they only tell part of the story. Research by Spirit of 2012 and Public First shows that 64 per cent of UK adults say events hosted in the UK make them proud to live here. That sense of pride, belonging, and cohesion is itself a form of capital, and one that builds resilience in communities and strengthens trust and civic participation.
To unlock it, we must intentionally and strategically use events as policy interventions. Social outcomes must be at the heart of event planning, sitting alongside economic goals in commissioning frameworks. That means asking not only “How many visitors will this bring?” but also “Who will it engage?”, “Who will be left out?”, “What are the barriers to participation?”, “What long-term change will it leave behind?” and “What can we do next to build on this?”. When commissioning events, local authorities and government departments should consider how a portfolio of hosted events can support and accelerate their long-term goals for their place. They should build requirements for inclusive participation, volunteering opportunities and well-being outcomes directly into delivery plans and funding agreements.
The government already invests heavily in major sporting events. In 2022, DCMS reported that £1bn spent on major events generated at least £4.5bn in economic impact and £128m in social value. But without a shared national framework for outcomes and evaluation, it is difficult to compare impact across events or make the strongest possible case to HM Treasury, let alone articulate the value for the communities that host them.
A unified UK-wide ambition for major events could bring sport, culture, volunteering and business together under one vision, complementing existing devolved nation and city strategies where they exist. Such a framework would align events with wider goals around tourism, workforce development, and regeneration, while embedding shared social, economic and environmental outcomes. A joined-up approach would also create a more transparent system for bidding, funding and evaluation, replacing the current fragmented system with one that is transparent, outcome-focused and able to deliver the full value of events.
With Glasgow 2026, Invictus 2027 and Euro 2028 on the horizon, the UK has a golden opportunity to put these ideas into practice. If we embed social impact into commissioning, design events that build pride and cohesion, and ensure the benefits of events are spread equitably, these events can be remembered not only as sporting triumphs but as catalysts for long-term social change.
The Select Committee’s inquiry is a welcome chance to get this right. Spirit of 2012 urges government and councils alike to seize the moment — so that the legacy of our events is felt not only in visitor numbers, but in stronger, happier, more connected communities across the UK.
Gaetano Iannetta is head of policy and public affairs at Spirit of 2012.
