Major events promise more than packed stadiums, dazzling ceremonies and media headlines. But once the crowds have dispersed, what remains? Can major events generate lasting benefits for people’s lives? Spirit of 2012, the social legacy funder created after the London 2012 Olympic and Paralympic Games, has spent over a decade trying to answer that question by putting wellbeing at the heart of its work.
The feelgood factor fades
Not all the impacts of the Games last. Large-scale events like the Olympics generate powerful emotional highs – the excitement, pride, and shared experience that many recall vividly. Research found that the London 2012 Games boosted Londoners’ happiness and life satisfaction during the event itself, especially around the opening and closing ceremonies. But by the following year, these mood effects had largely faded.
This should not surprise us. Few would expect the emotional buzz of a single event to persist indefinitely. Yet these moments still matter. They provide shared experiences to look forward to and remember. Publicly funded cultural and sporting events play an important role in creating these positive emotional peaks, which contribute to a sense of connection and collective identity. You can check out what the UK public has to say about their most memorable experiences here.
We need to measure what matters
Yet Spirit of 2012 set its sights on more lasting impacts. From the outset, the organisation committed to evaluating the well-being effects of its funded programmes through subjective well-being measures, asking participants directly how they felt about their lives. By focusing on the ONS life satisfaction question (“How satisfied are you with your life nowadays?”), Spirit of 2012 was able to monetise well-being improvements and conduct cost-effectiveness analysis. Today, subjective well-being measurement is increasingly recognised by central governments to assess policies and programmes, even where programmes may not generate direct market, productivity or fiscal savings.
Focusing on those most in need
Clarifying whose well-being we expect to change is crucial. Is it the attendees enjoying the immediate buzz? Those inspired to participate in sport or culture? The wider host city or country? Spirit of 2012 placed particular priority on supporting individuals with the lowest starting levels of well-being. This focus helped grantees better understand their beneficiaries and refine their support.
For example, many participants in key legacy programmes such as EmpowHER (empowering young women through social action), City to Sea (providing surf therapy to young people with complex needs), and Get Out Get Active (GOGA – encouraging disabled and non-disabled people to be active together) began with below-average well-being compared to national levels.
Generating long-term value
Thanks to consistent well-being measurement, it was possible to assess the longer-term value generated by these initiatives. In a recent analysis, the results were compelling:
- EmpowHER delivered approximately £5 in well-being benefits for every £1 spent.
- GOGA delivered around £3.70 per £1 invested.
- City to Sea also demonstrated well-being improvements; even if only a small proportion of these gains were directly attributable to the programme, they outweighed its costs.
The evidence also showed how legacy activities can act as gateways into longer-term positive change. Case studies from the evaluation report showed GOGA’s sociable, inclusive activities encouraged small increases in physical activity that may lead to lifelong improvements in health and well-being. For some this also had an immediate, profound impact on their mental health such as one participant who explained “I never thought things like this would be possible in the dark days, but I really do have sport to thank!” Similarly, EmpowHER helped many young women build confidence and adopt new mindsets, creating a foundation for future personal and social development, as one young person explained: “It makes you feel excited, like you’re making a change and the world will one day be better because you’re doing something about it”.
A mum describes the impact of The Wave Project on her son, whose dad had recently passed away: “He has always been active, Sea Scouts, kayaking, a real ‘normal’ lad, but the grief just hit him. He went missing one night and I knew then how desperate he was. The Wave Project gave him a reason to keep living, to keep going. After that first session he got in the car with me and his brother and he grinned and his brother said to me, ‘What did they do to him?’ I said, ‘Took him surfing.’ He said, ‘No, I mean, what did they give him?’ [He] had found what he needed to be happy”
A blueprint for future hosts
If we want major events to deliver meaningful and measurable social impact, we need to prioritise well-being and how we assess it. Spirit of 2012’s decade-long commitment to monitoring well-being shows that it is possible to quantify social outcomes, even where traditional financial metrics fall short.
For future event organisers, this offers a practical blueprint: focus on those with the most to gain; embed well-being measurement into legacy planning from the start; and apply cost-effectiveness analysis to build a strong evidence base. By doing so, funders and policymakers can better design, evaluate and advocate for activities that truly improve lives – long after the last medal has been awarded.
OECD guidance on measuring and maximising event legacy
To support lasting impacts from major events, the OECD offers practical tools to help design, monitor and evaluate outcomes. These include guidance on measurement frameworks, indicator selection, and recommendations for linking global events to long-term local development.
Amy is the Director of Policy & Impact at Spirit of 2012, where she has led on its research and learning work since 2017. Spirit of 2012 is the social legacy funder of the London 2012 Olympic & ParalympicGames, andaims to improve our collected understanding of how to strengthen thelong termimpact of events. Amy has been a member of the evaluation steering groups of the last three UK Cities of Culture. In January 2023 she co-authored thefinal reportof Spirit’s independent inquiry into maximising the power of events, which calls for the establishment of a UK events data observatory.
Sara MacLennan is an Associate at PBE, a think tank using research and analysis in their mission to end low wellbeing in the UK. She is also a Visiting Senior Research Fellow in the Centre for Economic Performance at LSE. She has over 10 years’ experience working in the Government Economics Service advising policies and spending decisions, including a focus on natural capital and environmental policy. She has authored the UK guidance for incorporating wellbeing in cost benefit analysis and is particularly interested in assessing the value for money of government policies in wellbeing terms.