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Most believe that major sports events are enhanced by an integrated cultural programme, according to new research.

Photo of women dancing
Annapurna Indian Dance’s Bicycle with Barefoot - part of the Yorkshire Festival 2014
Photo: 

Yorkshire Festival 2014

More than half (54%) of respondents to a two-year research programme into the staging of major events believe that sports events are enhanced when culture is included in the programme. There was strong support for culture being included in the Commonwealth and Olympic Games, and almost half of respondents (47%) believe that cultural events would enhance the FIFA World Cup. Wimbledon, the World Athletics Championships, the Tour de France and the Rugby World Cup were also seen as potentially benefiting from the inclusion of a cultural programme. Most people would expect a mix of free and paid-for events to be part of such a programme, with street art, film, public art, festivals, carnivals and exhibitions being most frequently mentioned as the kinds of cultural activity people would like to see included. Around a quarter would travel over 50 miles to attend such an event.

The tracking study, commissioned by the Culture and Major Events Consortium at Culture at Kings, was conducted online in June and October 2014, building on an earlier study undertaken in 2013. The findings have been released to coincide with ‘The Art of Major Events’, an international conference taking place in London with major event organisers from the UK, Brazil and Japan.

Author(s): 
Liz Hill