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

The discourse of Olympic security 2012 : London 2012

This paper uses a combination of CDA and CL to investigate the discursive realization of the security operation for the 2012 London Olympic Games. Drawing on Didier Bigo’s (2008) conceptualisation of the ‘banopticon’, it address two questions: what distinctive linguistic features are used in documents relating to security for London 2012; and, how is Olympic security realized as a discursive practice in these documents? Findings suggest that the documents indeed realized key banoptic features of the banopticon: exceptionalism, exclusion and prediction, as well as what we call ‘pedagogisation’. Claims were made for the exceptional scale of the Olympic events; predictive technologies were proposed to assess the threat from terrorism; and documentary evidence suggests that access to Olympic venues was being constituted to resemble transit through national boundarie

The Regeneration Games: Commodities, Gifts and the Economics of London 2012

This paper considers contradictions between two concurrent and tacit conceptions of the Olympic ‘legacy’, setting out one conception that understands the games and their legacies as gifts alongside and as counterpoint to the prevailing discourse, which conceives Olympic assets as commodities. The paper critically examines press and governmental discussion of legacy, in order to locate these in the context of a wider perspective contrasting ‘gift’ and ‘commodity’ Olympics – setting anthropological conceptions of gift-based sociality as a necessary supplement to contractual and dis-embedded socioeconomic organizational assumptions underpinning the commodity Olympics. Costbenefit planning is central to modern city building and mega-event delivery. The paper considers the insufficiency of this approach as the exclusive paradigm within which to frame and manage a dynamic socio-economic and cultural legacy arising from the 2012 games

‘Isles of Wonder’: performing the mythopoeia of utopic multi-ethnic Britain

Within this article, I interrogate the mediated ‘narratives of nation’ told through the London 2012 Olympic Opening Ceremony. Such narratives are not just pedagogic, they are political and ideological processes that require us to pose questions about the place of the past in the present and with regard to who is entitled to speak that past. I suggest that the ceremony performed an ‘aesthetic of selective silence’ and offered a platform to induce nostalgia and identification beyond our own selves while offering a powerful historical teleology: multi-ethnic Britain was given no past, rather, the ‘noises’ that were amplified in the present provided a common, fixed and concretely grounded past that centred on an Anglicized, simple, stable, safe and pure fantasy in which divisions – gendered, classed, raced – were mere historical artifacts. I argue that the ceremony provided for the delivery of a multi-ethnic national fantasy that highlights central issues of being, belonging, privilege and hierarchy within a postcolonial heterophilic Britain, and which reasserts a utopic abstraction of nation and assimilation to core British values

Unravelling legacy: a triadic actor-network theory approach to understanding the outcomes of mega events

Mega events have recently attracted the attention of social scientists due to their important role for festival capitalism, urban regeneration and political propaganda. Their planning stage often produces elaborate strategies for maximising the benefits before, during and after the actual event, which has given rise to interdisciplinary studies of event legacy and leveraging. This paper aims to advance ongoing debates on the outcomes of sports mega events by bringing together the literatures on mega event legacy, leveraging and actor-network theory. Drawing on a case study on the usage of the Queen Elizabeth Olympic Park, the main legacy of the London 2012 Olympic Games, the paper develops a novel conceptual framework for researching the multi-scalar outcomes of mega events and locating respective studies within the resulting wider research agenda. The proposed concept extends Preuss’ (2007) legacy cube in two ways by visualising its five research dimensions in the legacy rings and using three rather than two sub-dimensions per ring, thereby replacing the restrictive dyads of dualistic thinking through more comprehensive but still manageable triads of triadic thought (Jöns, 2006)

Inspiring a generation: an examination of stakeholder relations in the context of London 2012 Olympics and Paralympics educational programmes

The London 2012 Olympic and Paralympic Games (London 2012) inspire a generation legacy aim targeted young people in the United Kingdom (UK) and internationally. This article explores how the London 2012 education-based legacy programmes aimed at young people, such as the Get Set initiative, affected relations between stakeholders connected to the Games. Utilising a stakeholder relations theoretical perspective we analysed documentary-based dialogue from a UK parliament Education Committee inquiry through a critical discourse analysis. From the analysis two discourses emerged. Firstly, around clarity of the purpose of the London 2012 educational programmes. Secondly, varying stakeholders’ understanding during the inquiry of the inspire a generation legacy aim was articulated around the notion of a “missed opportunity,” in particular, when translated into the domestic policy context around education and sport. The findings encourage stakeholders to reflect on potential fragmented accountability between sport mega event and domestic sectors; and achieving greater clarity to the purpose of legacy-based educational programme within a broader policy context

London 2012: 'Race' matters and the East End

This article examines legacy claims made by a range of agencies and organizations involved in the London 2012 Olympic Development Programme, and specifically the notion that this will inevitably lead to the regeneration of communities. We advocate the application of critical race theory (CRT) to provide an article that argues that ‘race’ matters in Olympic legacy discourses. We identify the shortcomings of the rhetoric of legacy Olympic-speak and its dissonance with the micro-detail of accumulated historical factors, experiences and day-to-day routines for these communities. It is argued here that single-mega-event policies cannot be the answer to entrenched racial inequalities in sport though they can contribute to alleviating many issues. In shifting ‘race’ from the periphery to the centre, CRT ensures that at the very least these issues are considered alongside others. The notion of ‘community’ is critiqued to the point that slippery legacy discourses become transparent. Ideologies are neither value-free and neutral nor ahistorical as the use of interest convergence here reasonably outlines more than altruism in the agendas underpinning the bid for the London 2012 Games. If lasting legacy is to be achieved, then broader social, cultural and historical factors need to be fully considered by policymakers or policy gaps will be further perpetuated