Commissioned by Spirit of 2012 in September 2023, Loughborough University and Counsel Ltd. teamed up to explore the potential for a UK Capital of Sport, the sporting equivalent of a UK City of Culture, with a strong focus on health and wellbeing. After nine months of extensive research, creative thinking, collaboration and consultation, the project team have launched a range of outputs to showcase the findings and recommendations from the study.   

Ruth Hollis, CEO Spirit of 2012 commented:  

We asked Counsel, with Loughborough, to have a look ‘under the bonnet’ of the idea, test it with policymakers, funders, interested parties and the public to see whether it would add to the events ecosystem of the UK. I am delighted that this report sets out different models that could see physical activity integrated into a new or existing designation to bring the benefits seen by Cities of Culture to sport and physical activity. Throughout this study they were mindful of challenges faced by local authorities in terms of funding and have taken this into account when formulating their recommendations. 

 

The lead for Loughborough University, Dr Verity Postlethwaite, reflected on the success of the project’s approach:  

“During the past nine months or so we’ve managed to engage with over 150 voices, attend varying places, and used a ‘test and refine’ process to balance evidence-based and visionary thinking. The original idea from Spirit of 2012 has truly been explored in a creative and inclusive way, the findings and recommendations are exciting and will hopefully offer a lot of food for thought to the UK events sector.”   

Headline findings and recommendations include opportunities a UK Capital of Sport offers to the UK events eco-system, for example, to find a strong, clear, positive and visionary purpose for the event. Many respondents made it clear this type of event could motivate a host place and community to celebrate and use blue, green and grey spaces.  

The project team proposed three bidding models for the event to cater to different sizes and scales of host communities, plus offer an event commissioner and funder the ability to cater to current economic, environmental and social priorities. To complement the bidding models, three event concepts are outlined as feasible ways a UK Capital of Sport in some form could be brought to life.  

A summary of the findings and recommendations can be accessed here, alongside the full technical report: https://www.lboro.ac.uk/schools/sport-exercise-health-sciences/research-innovation/research-spotlights/capital-of-sport/  

So what next? James Allen, the lead for Counsel Ltd. enthusiastically stated:  

“The study provides places of all shapes and sizes evidence and inspiration to use health and wellbeing as a driver for hosting an event. We are looking forward to supporting Spirit of 2012 in using the evidence from our project and other projects Spirit commissioned from the Inquiry into the Power of Events to stimulate further debate to how events can secure and contribute to social and community outcomes throughout the UK.”  

If you want to find out more about the feasibility study then please contact Loughborough University project lead Verity at [email protected], she will be giving a public lecture on this topic and project in September 2024 – sign up for virtual and in-person attendance here – London 2012 to Paris 2024: How important is social legacy at major international events? – NCSEM-EM  

 

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