7.5b What role do major sporting events play in projecting UK soft power and international reputation?

Background

To support economic growth and enhance the UK’s global influence, DCMS requires robust evidence on the effectiveness of sport diplomacy and major events. We seek research that quantifies the impact of these initiatives on the UK's Soft Power strategy and international reputation, while also assessing how hosting major events contributes to regional prosperity and pride in place. Understanding these dynamics will help ensure that the UK's status as a world-leading host delivers tangible economic and social benefits across the country.