Sports, and in particular major sporting events, have long been used as diplomatic platforms for countries to promote their international reputation, advance national interests, project their values and identity, and to bring people from different cultures and countries together. ¹

78% of Australians generally believe that sport contributes to our national identity ⁵

78% say it is important that Australia is respected on the international sporting stage ⁵

77% believe that high performance sport gives Australia positive international exposure ⁵

By promoting positive views of Australia and highlighting our reputation for excellence across the sport industry, including competition and performance, event management, sport science, technology and innovation, design and construction, and media and broadcasting, we can generate flow on benefits for business, trade, investment, tourism, and more. ²

• Since the Sydney 2000 Olympic and Paralympic Games over 140 Australian companies and major sporting event specialists have played pivotal roles shaping every major sporting event around the world. ³
• Analysis by the Commonwealth Games Federation has shown that hosting the Games has led to increases in tourism and trade deals agreements and investments of up to £400 million into the host city. ⁴

These international ‘brand’ benefits, like other legacy outcomes, cannot be achieved without sustained and intentional efforts from stakeholders across the bid process, including governments, event organisers, sponsors and more. ⁶

Broadcasting, and other media channels such as news coverage and social media, are a key part of major sporting events and can be used to help engage viewers with other legacy outcomes, such as increasing awareness of the value of participation, encouraging local and international tourism, and inspiring community cohesion and pride. ¹⁰ Although this can also be complicated by negative coverage of issues within the host country. ^{11, 12}

No matter how many spectators attend a major event in person, a significantly bigger audience can be engaged through an effective broadcast and media campaign.

The Gold Coast 2018 Commonwealth Games had an estimated: ¹³

The Glasgow 2014 Commonwealth Games were: ¹⁴

The Sydney 2018 Invictus Games had: ¹⁵

Social media is playing an increasingly important role in the bidding process. Analysis of the successful Australian and New Zealand bid for the FIFA Women’s World Cup 2023^TM suggests that the “As One bid harnessed Twitter to communicate a hosting vision that appealed to multiple audiences while strategically, and successfully, resonating with contemporary FIFA politics”. ¹⁰

To maximise positive media and broadcasting coverage, it is important for event organisers, sponsors, and stakeholders across the bidding and event process to ensure that a collaborative and comprehensive media, broadcasting, communication strategy and evaluation plan are developed and followed throughout the event cycle. ¹⁶