Evaluating the impact of mega-sport events: A case of EuroBasket 2022

Abstract

Basketball is one of the most popular sports in the world, second only to soccer or as some in the US admit second to football. There are various ways to consume products of basketball from single games, tournaments, leagues and different merchandising products, to all kinds of mega events on a continental or global level. Despite the popularity of basketball quite recently International Basketball Federation noticed significant challenges in terms of finding host country for its mega events, mainly due to the rising costs of the venture. With a decreasing number of candidates to host international events it becomes crucial to comprehensively outline all potential impacts and benefits, that an event can bring to the local economy, community and natural environment. The outcomes of impact studies can serve as positive motivators for prospective hosts to join the bidding process, providing clear and justifiable rationale for the expenditures incurred during the event. Recent trend in industry of sport mega-events is to entrust the organization of an event to few locations whether on the national or international level. This study aims to portray sports mega-events as integral contributors to the creation of tangible benefits for the host country and cities across social, economic and environmental dimensions – factors that could significantly influence potential hosts. The article contains an analysis of a recent impact study conducted after the FIBA EuroBasket 2022, the European Championship in basketball, which discusses in detail the results related to the impact on economic, social, environmental, media and attendance aspects of the event.