Written evidence submitted by Spirit of 2012 (SFT0021)

Soft power: a strategy for UK success?

Introduction

This response is being submitted by Spirit of 2012. 

Spirit of 2012 is the London 2012 Games legacy funder and was founded with an endowment from the National Lottery Community Fund. It was set up to recreate the pride and positivity that defined the London 2012 Olympic and Paralympic Games. Spirit of 2012 operates throughout the UK and since its inception has funded projects that use arts and culture, physical activity and volunteering to build lasting social legacies. Its grants have included projects that form part of the UK Cities of Culture, the Glasgow 2014 and Birmingham 2022 Commonwealth Games and Eurovision 2023.

This submission looks at one of the UK’s soft power strengths: the hosting of spectacular major events, where it is a global leader, but risks losing ground with a reduced pipeline of major events on the horizon.

Why is soft power important? How might this concept be measured?

The sporting, cultural and ceremonial sectors are key to the UK soft power, through presenting a vision of the UK at its best – inclusive, progressive, confident. Both one-off major events, from London 2012 through to Eurovision 2023, and annual celebrations like the Edinburgh Festivals and Military Tattoo and Glastonbury, are one of the most visible demonstrations of the power of these sectors, providing moments in time to set an agenda and shape a narrative about who we are and our place in the world. They also give powerful moments of connection and networking for invited attendees.

The UK is seen as a global leader in putting on spectacular major events, a role it could maintain and strengthen as part of its Soft Power strategy. The global audience for Eurovision 2023 was 162m, the global audience for the Birmingham 2022 Commonwealth Games was 834.9 million TV viewers, 215 million digital views, and 141 million interactions on social media.  Many events with mixed or private funding models, including Glastonbury, the MOBOs, Hay Literature Festival and London Fashion Week shine a light on different parts of UK which can be leveraged for economic and social benefit to both those host communities and the sectors represented within the event. In June 2024 we published ‘Creating the Golden Thread’, a report that argues that a UK events strategy should be created that maximises the potential of major events to promote excellence, ambition and pride; connect new alliances and partnerships; enable innovation and accelerate progress towards social and economic outcomes. [read the report here]

The impact of this can be measured in a range of ways including through sentiment analysis following major events (visitors, TV audiences, social media, press) and in studies looking at the economic impact of events themselves – investment, trade, tourism, attracting foreign students and high skilled workers. Event evaluations could be strengthened with longer term follow up, and causality can be difficult to establish given cultural/sporting experiences may be one of a number of factors influencing a decision rather than a single factor. (Examples: Beatriz Garcia on Liverpool European Capital of Culture; Spirit of 2012 / IPPR summary of economic benefits:  )

Major events across sport, culture and ceremonials also offer world leaders and officials space to meet outside the formal programme of summits, to establish bonds in ways that can directly and indirectly benefit the UK.

Qualitative research with high-net worth individuals has shown that attachment to the UK’s rich cultural offer is a key reason why they would not relocate to tax-havens (even in the authors suggest, if their tax burden was increased) (See Friedman, 2024).

The British Council and BBC both play a crucial role in showcasing the UK’s sporting, cultural and ceremonial events, working in partnership and building bridges between the UK and elsewhere. The BBC and British Council’s roles with Eurovision 2023 alongside Liverpool City Council provide an illustrative example of this. Hosting Eurovision on behalf of Ukraine under a banner of ‘united by music’ was a powerful reflection of our solidarity with Ukraine, bringing it to life for many people (Ukrainian and British) in a very different way to our financial commitments.

The use of major events in “sportswashing” or “greenwashing” reputations of states with poor human rights and environmental records is well established, as are allegations of corruption in bidding processes, and there is a danger that the largest events could be irrevocably tarnished if we leave all hosting to autocratic states with little/no commitment to social and community impact. The UK’s focus on inclusion, social impact, diversity, humour, heritage and talent are just a few of the features that differentiate our events offer from many others. Pride and respect for London 2012, and its focus on long term legacy, is high within the IOC and World Forum for Olympic Cities – a reputation that we can continue to build on.

Major events are highly complex logistic challenges that demonstrate our ability to ‘get things done’ at scale, with ambition, creativity and optimism. They create long-lasting memories about the sort of country we are and are a powerful part of our soft power.

28 February 2025