Major sporting events as catalysts for club development? evidence from non-profit sport clubs in Germany

Research question Public investments in major sporting events are often justified by their assumed benefits for non-profit sport clubs; however, empirical evidence remains mixed and largely focuses on participation and membership patterns. Building on the concept of the trickle-down effect, this study examines how hosting the UEFA EURO 2024™ and the EHF EURO 2024™ is reflected in early perceptual changes within clubs.Research methods The analysis draws on longitudinal data from 1,169 German non-profit sport clubs surveyed before and after both tournaments. Linear fixed-effects models capture within-club changes in clubs’ attitudes and perceived organisational challenges.Results and Findings Hosting the tournaments was primarily associated with more favourable evaluations of major sporting events for national sport and club development. Contrary to expectations, these patterns were not stronger among clubs in Host Cities or those offering the focal sports. Instead, clubs’ active engagement in event-related leveraging activities, particularly self-initiated measures such as social events, was associated with more positive organisational responses, including more favourable attitudes and fewer perceived challenges.Implications The findings suggest that major sporting events may create impulses for non-profit sport clubs, but hosting alone is insufficient. Early perceptual changes appear to depend on how clubs engage with event-related opportunities.