Across the globe, states host international sports events to mend their reputation and improve their diplomatic posture in the international community. This approach is known as Sports Diplomacy.
Yet, resident perceptions of event impacts vary. This study explores the social impact of a recurring Red Bull Cliff Diving World Series event in Mostar, Bosnia and Herzegovina.
Economic Benefits
During and directly following a major sporting event, host cities and countries experience direct economic benefits. These include the construction of new infrastructure that will serve future events, increased tourism and other related spending, and improved civic pride and a local sense of community. Indirect economic benefits may also be realized through the promotion of a city or country as a tourist or business destination.
Host cities often experience a surge in tourists during international sporting events such as the Olympics or FIFA World Cup. These tourists will spend money on accommodation, food, and transportation which will boost the economy of the city.
Increasing the profile of a city may have lasting economic benefits. This is particularly true for cities such as Barcelona, Sydney and Beijing which benefit from a sustained increase in international recognition as well as tourism. However, a city must consider the cost-benefit analysis of hosting an event to make sure that the expected discounted benefits of the event will outweigh the costs.
Social Benefits
Hosting an international sporting event brings with it a number of social benefits. These include boosting tourism, creating new sports facilities for the local community and developing the infrastructure of the city. It also enhances the nation’s reputation, and promotes its image in the world. Joseph Nye referred to this as ‘soft power’, and a major benefit is the opportunity to gain attention from billions of people around the world.
In addition, it provides an opportunity to showcase the country’s culture and diversity. It also encourages social trade between competing nations, and advances worldwide understanding and friendship. Lastly, it can boost the economy by providing employment opportunities to local citizens. However, there are a few limitations. For example, past research shows that pre-event measures of social impact are often higher when they are phrased in reference to the global other, such as ‘the event creates new friendships’ than when they are framed as a personal change, such as ’I am now able to play sport more because of the event’.
Environmental Benefits
The environmental impact of mega sport events has become a focus for debate in recent years. Historically, bidding cities for the Olympic Games and Football World Cup have paid lip service to environmental sustainability (ES), focusing on planting trees and limiting emissions.
While many organisations and athletes are now putting ES at the forefront, it remains challenging for them to reduce their carbon footprints. This is partly due to a lack of legal frameworks that regulate these transient pop-up cities.
The solution lies in increasing engagement with fans and moving beyond awareness raising to co-creation of impactful environmental programs. For example, TIBU Maroc has created the Beach Game for Development project which combines sports with cleaning up Rifiyine beach and encouraging other people to join in the effort. This kind of initiative not only improves the environment, but also promotes a healthier lifestyle and a better understanding of ecological issues among spectators. In the future, ES should be integrated into the definition of success for major sporting events.
Cultural Benefits
While it may be difficult to quantify the cultural benefits of hosting a sporting event, it is clear that they are significant. Sports events are a powerful means to enhance a country’s image abroad and promote their national culture. As such, they often become a component of a nation’s soft power strategy and help to establish international prestige and gain political support. Learn more on the roles at 해외스포츠중계.
Similarly, participants of a sports event are exposed to a new culture as they travel abroad to compete, fostering an understanding and appreciation of different cultures. Additionally, the prestige of participating in an overseas sporting event leads to long-term recognition among families and friends when the participant returns home.
Lastly, the social impact of hosting a sporting event can be substantial in places that seek to overcome significant socio-economic and political challenges. By bringing together a diverse community, sports events can build senses of unity and communal pride in a city. As such, they can provide an important catalyst for progress and peace in post-war or post-conflict regions.