Measuring the success rate of sport mega-events Measuring the success rate of the 2012 London Olympics As a result of the financial crisis in 2008 the British society developed significant economical, political and social problems, which have entailed increasing unemployment numbers and growing crime rates in overpopulated inner city areas, among many other things. This has stirred up a tense and worrying climate in Great Britain, which has taken its toll on the British people. On the 6th of July 2005, in Singapore, London won the bid for the 2012 Olympic Games ahead of prominent cities like Madrid, Moscow, New York and Paris. This supplied hope for the future of the country as the hosting of “the Greatest Show on Earth” provided the nation with an excellent opportunity, as well as the means, to solve some of these problems. The prospect of boosting investment (FDI) and international trade gave the British Government entirely different prerequisites for creating short-‐term and long-term commitments to improve the conditions of the situation. Hence, the London Olympics were expected to be the catalyst for Great Britain’s economic upturn with growth and social development as its focal points. At the same time, the increase in media coverage and general attention was a brilliant opportunity for the hosting country to exhibit its qualities and reestablish itself as a powerful player in the global marketplace. In light of the profound economic, social and societal impacts, which mega-events involve, it is rather surprising how one-dimensional the research in this area is. Previously, the focus has been primarily centered around the economic benefits of hosting mega-events, and although more attention is now directed towards exploring a wider variety of effects, this material is often highly speculative and theoretical in nature. Consequently, there is very little concrete and tangible data, which can be asserted to measure the effects of a mega-event on the hosting nation. This study sets out to shed light on this area and provide an approach to measuring the success rate of mega-events. On the basis of empirical data within 5 key areas of the London Olympics (economic, sustainability, regeneration, social, image/brand) a model is constructed with the purpose of measuring the success rate of this sport mega-event.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|