The role of corporates in creating sustainable Olympic legacies

The Olympic Games is a major stimulus for increased tourism. In recent years there have been greater calls for this and other mega events to leave sustainable positive legacies for the host city, partly to offset the massive cost of hosting. To date, little consideration has been afforded to the role of corporates might play in contributing to event legacies. This gap is compounded by the lack of research examining stakeholder engagement in legacy planning more generally. This paper adopts Holmes, Hughes, Mair and Carlsen’s (2015) sustainable event legacy timeline to conceptualise how corporates through the Corporate Social Responsibility (CSR) initiatives of sponsorship and employee volunteering can engage across the Olympic event planning cycle to generate volunteering legacies. Drawing upon a comparative study of the Sydney 2000 and London 2012 Olympic Games, tentative evidence of corporate engagement was noted but for the most part it was fragmented and CSR initiatives primarily focused on the immediate planning and delivery stages of the event cycle. The paper advances new knowledge of how volunteering legacies can be generated through the best practice engagement of corporates as key stakeholders involved in legacy planning and governance across the Olympic planning cycle

Discourse, justification and critique: towards a legitimate digital copyright regime?

Digitization and the internet have posed an acute economic challenge to rights holders in the cultural industries. Faced with a threat to their form of capital accumulation from copyright infringement, rights holders have used discourse strategically in order to try and legitimate and strengthen their position in the digital copyright debate with governments and media users. In so doing, they have appealed to general justificatory principles – about what is good, right, and just – that provide some scope for opposition and critique, as other groups contest their interpretation of these principles and the evidence used to support them. In this article, we address the relative lack of academic attention paid to the role of discourse in copyright debates by analysing user-directed marketing campaigns and submissions to UK government policy consultations. We show how legitimacy claims are justified and critiqued, and conclude that amid these debates rests some hope of achieving a more legitimate policy resolution to the copyright wars – or at least the possibility of beginning a more constructive dialogue

The Olympic Games and raising sports participation: a systematic review of evidence and an interrogation of policy for a demonstration effect

Research questions: Can a demonstration effect, whereby people are inspired by elite sport, sports people and events to actively participate themselves, be harnessed from an Olympic Games to influence sport participation? Did London 2012 sport participation legacy policy draw on evidence about a demonstration effect, and was a legacy delivered? Research methods: A worldwide systematic review of English language evidence returned 1,778 sources iteratively reduced by the author panel, on advice from an international review panel, to 21 included sources that were quality appraised and synthesised narratively. The evidence was used to examine the influence of a demonstration effect on sport participation engagement and to interrogate sport participation legacy policy for London 2012. Results and findings: There is no evidence for an inherent demonstration effect, but a potential demonstration effect, properly leveraged, may deliver increases in sport participation frequency and re-engage lapsed participants. Despite setting out to use London 2012 to raise sport participation, successive UK governments’ policy failures to harness the potential influence of a demonstration effect on demand resulted in failure to deliver increased participation. Implications: If the primary justification for hosting an Olympic Games is the potential impact on sport participation, the Games are a bad investment. However, the Games can have specific impacts on sport participation frequency and re-engagement, and if these are desirable for host societies, are properly leveraged by hosts, and are one among a number of reasons for hosting the Games, then the Games may be a justifiable investment in sport participation terms