Opening the ‘black box’ of building mass sport and physical activity participation from major sporting events: developing a process model of event inspiration

Research question The paper examines the growing research interest in event inspiration, specifically the assumption of building mass sport and physical activity (SPA) participation through major sporting events (MSEs). It aims to clarify the processes through which inspiration can be cultivated as a first step to form SPA intention and behaviour from MSEs. Research methods Insights from psychology, event management, health behaviour, and sport studies literature were integrated to develop a process model of event inspiration. Results and findings The study argues that ‘being inspired by’ is different from ‘being inspired to’; and MSEs are one of several sufficient but not necessary causes for building SPA participation. Personal characteristics at the micro level and contextual conditions at the macro/meso levels also influence the potential for event inspiration. A psycho-behavioural process model is subsequently proposed, highlighting the dynamic interplay between event inspiration, event leveraging, and behaviour change, emphasising that leveraging efforts should align with the timing of inspiration – either pre-, during, or post-event – and account for the multi-stage behaviour change process (willingness, intention, and action), rather than adhering to traditional event hosting phases. This model suggests that these processes should work in tandem to achieve the intended inspirational effects of MSEs. Implications The paper offers a significant conceptual contribution to understanding the potential of MSEs to promote more active lifestyles within the general population. The new theoretical model marks a step change in our understanding of ‘inspiration’ in the context of MSEs that contributes to future development in research and practice.