London Olympics Barometer 2005-2012

1 © JGFR 2013

London

Olympics

Barometer

2005 -2012

www.jgfr.co.uk

London Olympics Barometer 2005-2012

2 © JGFR 2013

Table of Contents

Key findings 3

Executive Summary 4

Background 5

The Social Impact of the Olympics and Paralympics 10

Creating a shared experience 10

The greatest lifetime sporting event 11

Being there – experiencing the Olympics and Paralympics spirit 12

Being there – obtaining tickets for the Olympics and Paralympics 14

The London Olympics: national togetherness and happiness 16

The impact of the Olympics and Paralympics on chang ing behaviour 19

More volunteering in prospect 19

Summer 2012 events – providing inspiration to become more active 22

Boosting sports participation 24

The role of sport in changing peoples’ lives 27

The rise of sport for development and sports charities 28

The Economic Impact of the Olympics and Paralympics 31

A confidence boost for the economy 31

Spend on the Olympics and Paralympics 33

Sponsorship 35

The most connected Games 38

The Olympics and Paralympics Legacy 40

London 2012: a lasting sporting legacy? 40

A health legacy – the NHS and the Olympics and Paralympics 43

Legacy and corporate sponsors 45

Appendices 48

London Olympics Barometer 2005-2012

3 © JGFR 2013

Key findings

• London 2012 exceeds the public’s expectations

• The Team GB effect brought the nation together

• A majority of the population believe that sports participation will rise

and a sporting legacy be left

• More people intend to be active; the NHS has a role to play in

promoting sport and exercise

• Sponsors played a major role in the success of the Games and are

essential for the legacy to succeed

• Around 13 million adults attended the Olympics Torch Relay or free

Olympics events; some 9 million obtained tickets for the Olympics /

Paralympics

• Just over a third of adults believe the Olympics will boost the economy;

estimated consumer Olympics spend of £1.5 - £2.5 billion helped end

the recession and boost consumer confidence

• The impact of the Games Makers has led to a surge in people intending

to volunteer

• There are notable regional differences in attitudes

• Young people’s enthusiasm is vital, but faltered in comparison to the

over 50s where enthusiasm increased