Digital engagement at major events is key to increased participation

In this blog, Alliance Communications Officer David Callan, looks at the increasing importance of digital engagement at major events when it comes sporting participation.

The Rugby World Cup kicked-off at Twickenham last week amid much hype and fanfare.

We’re becoming used to such big occasions on these shores, with the Olympics in 2012, Commonwealth Games in Glasgow last year, not to mention the recent European Hockey Championships and upcoming Slalom Canoe World Championships.

The benefits of having international sporting events take place in the UK are numerous. From the creation of world-class facilities, to the boost to UK business and the economy, bidding for and hosting major sporting events raise the profile of UK sport and the UK’s capabilities.

Just to exemplify that, the Government set a 4-year target of £11bn for the trade and investment benefits from London 2012; this target was exceeded and the total figure for these benefits stands at £14.2bn.

The Government as part of its Sports Strategy Consultation, is asking for input as to how the UK can utilise it’s influence on the world sporting stage, as well as how it can improve sporting governance and make the most of the opportunities that playing host to large sporting events can produce.

One of those opportunities, one that all national governing bodies and sport organisations would want to, is to use large events to increase participation. This is where increased utilisation of digital communications is increasingly important.

The Rugby Football Union has launched a new website called FindRugby.com to increase participation during and after the 2015 Rugby World Cup.

The website, which has linked to 2,000 local clubs nationwide, will help people find their local rugby clubs to increase playing, refereeing, coaching and volunteering opportunities and maximise the country’s engagement and participation in the sport created by the Rugby World Cup.

The RFU have also created a digital wall, so that fans can really engage with the tournament and with the England team.

On a similar level, England Hockey recently revealed that junior (under 16) hockey club membership is up by 40 percent while overall participation in clubs was up by 16 percent since 2011.

Since the Olympics in London, where 630,000 people watched live hockey during the event, a pattern of continued growth in the sport has emerged and this looks set to continue following England Women being crowned European Champions.

Again, using a digital platform called Hockey Nation, England Hockey encouraged people to connect and try hockey at their local clubs and it seems many have taken this opportunity and engaged with the sport for the long term.

However, the approach shouldn’t be with a “build it and they will come” attitude. This is where the use of your social media, networking and e-marketing resources come to the fore to target and reach out to your audience. Both the RFU and England Hockey have utilised the channels effectively and keep their content refreshed in the digital ether so that more and more people have the opportunity to engage with it.

Participation isn’t just about getting people on the pitch, it’s about getting them involved in the conversation beforehand as well.

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