What are some effective ways to measure the impact of a sporting event on the community?

1 Economic impact

One of the most common ways to measure the impact of a sporting event on the community is to assess its economic contribution, which can include direct spending by visitors, organizers, and participants, as well as indirect and induced effects that result from the multiplier effect of money circulating in the local economy. Economic impact studies can use various data sources, such as surveys, ticket sales, hotel occupancy, tax revenues, and input-output models, to estimate the total value added and employment generated by the event. However, economic impact studies should also account for the costs and trade-offs involved in hosting a sporting event, such as public subsidies, infrastructure investments, opportunity costs, and displacement effects.

4 Media impact

A fourth way to measure the impact of a sporting event on the community is to analyze its media coverage, which can include aspects such as reach, frequency, duration, tone, and content of the media exposure of the event and the destination. Media impact studies can use various techniques, such as media monitoring, content analysis, sentiment analysis, and social media analytics, to measure and evaluate the media impact and value of the event. However, media impact studies should also recognize the limitations and challenges of measuring media impact, such as data availability, quality, and comparability, as well as the influence of other factors, such as media agendas, biases, and narratives.

5 Image impact

A fifth way to measure the impact of a sporting event on the community is to assess its image effects, which can include aspects such as awareness, recognition, attractiveness, and reputation of the event and the destination among different target markets and segments. Image impact studies can use various approaches, such as surveys, experiments, and case studies, to measure and compare the image perceptions and preferences of different groups of stakeholders, such as potential visitors, investors, media, and opinion leaders. However, image impact studies should also acknowledge the complexity and dynamism of image formation and change, as well as the interplay of various factors, such as prior knowledge, expectations, experiences, and word-of-mouth.

6 Legacy impact

A sixth way to measure the impact of a sporting event on the community is to examine its legacy outcomes, which can include aspects such as long-term economic, social, environmental, media, and image benefits and costs of the event for the community. Legacy impact studies can use various frameworks, such as logic models, theories of change, and impact pathways, to identify and evaluate the inputs, outputs, outcomes, and impacts of the event over time. However, legacy impact studies should also consider the uncertainty and unpredictability of legacy impacts, as well as the need for strategic planning, stakeholder involvement, and continuous monitoring and evaluation to maximize and sustain the positive legacy of a sporting event.