Research question: It is often claimed by event promoters that hosting major sports events will inspire increased participation at grassroots level. However, evidence of this linkage is scarce. This paper addresses the research gap by examining the legacy effect of ‘non-mega’ events on the sport participation levels of those who attend them. Research methods: Data gathered using a combination of face-to-face and online surveys with spectators during and following their attendance at one of nine events, held in England between 2010 and 2012, yielded 434 matched responses. Results and findings: The analysis revealed different types of increases in post-event participation behaviour of both previously active and inactive respondents, including ‘initial’, ‘sustained’ and ‘lagged’ effects. However, attributing causality for these positive changes in activity behaviour to a single event is problematic due to the range of other factors that audiences may experience with the passage of time, including other events. Implications: The key implication of the research for management practice is that major sport events can have a positive market penetration effect but market development effects are as yet unproven.
