Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

Olympic Legacy?

Consumer // Leisure 19.12.2012

Richard Brinkman

Global head of KantarSport

  • Contact Us


    Contact Us


    From *

    Message *

  • Download chart
  • Close


    To *

    From *

    Message *

Olympics inspire a fitter Britain as 7.3m take up sport and exercise

Britain's 2012 Olympic and Paralympic Games have succeeded in creating a sporting legacy and inspiring a generation, with over 7 million British adults taking up a new sport or increasing their levels of exercise as a result of hosting the Games.

Kantar found that overall 15 per cent (7.3 million) of British adults aged 16+ say they've taken part in a new or more sport as a result of the 2012 Olympic and Paralympic Games. Out of all sports, swimming and athletics were the most popular.

Younger adults aged 16-24 and men are the strongest performers, with 30 per cent and 17 per cent respectively having increased participation in sport post-Olympics. Women fell slightly behind at 12 per cent.

Meanwhile, 500,000 non-sports fans (6 per cent) said that they had been encouraged to participate more in sport.

Kantar conducted two surveys to understand sport participation after the games, with both showing a significant increase in uptake.

A key feature of London's Olympic bid and planning for the 2012 Games was a commitment to inspire British people to take up sport and create a healthier, more active generation. It's brilliant to see the London Olympics delivering on some of its legacy promises, beyond just the 'feel good factor' of this summer.

The efforts of LOCOG, the Games makers and most especially, Team GB, have clearly had a positive impact in encouraging people to be more active and open to sport. 

What is perhaps most pleasing from our monthly SportScope tracker is that inspiration continues to have a positive effect, despite the fact the Games have long-since passed and winter is now upon us.

The results also show that over half of the population still agree that London 2012 will have a lasting impact on sport in the UK and that the Games showcased London at its best.

Source : Kantar Media

Latest Stories

Anecdotal evidence suggests Black Friday on the high street has been something of a damp squib

Jeremy Corbyn is once again the most tweeted about politician

57% of Brits have no plans to buy anything in the Black Friday sale

Kantar’s data joins the search for love

Kantar Twitter TV Ratings for the week of 16th November

Email Alerts

Be the first to find out about our latest reports.

Log in to change email preferences

Related Content

Female football fandom ranking puts UK 17th out of 22 countries
View more

Kantar Twitter TV Ratings for the week 6th to 12th April 2015
View more

Friendly football steals 81% of the Twitter TV chat for the whole day
View more

Large increase in the time spent by UK fans enjoying sport
View more