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Investing in events

Major sporting events resources and best practice

A female athlete, wearing a red t-shirt playing para-badminton. In the background is her doubles partner, a male athlete wearing a blue t-shirt

We provide expertise to support you to deliver major sporting events to the highest standards and to deliver the maximum impact.

The following resources and templates have been created to help you do this and to learn from existing best practices. If you require further support or if you have any questions, please don’t hesitate to contact the team by email at major.events@uksport.gov.uk.


Delivering major sporting events sustainably and with social impact

Major events can reach all corners of society, bring people together and provide moments of inspiration by showcasing extraordinary sporting moments.

These moments give us an opportunity and a platform from which to inspire positive change, as set out in our Strategic Plan.

We believe that all events can have a positive impact on their host communities and beyond. This means ensuring your events are purpose-led – to consider not only what social impact your event can have in the community, but how you can embed innovative ideas to promote equality, diversity and inclusion (EDI) and environmental sustainability into your event delivery.

Resources and support:

  • Major sporting events social impact guidance – practical tips on implementing a social impact programme, recent successful examples and details of how we can help.
  • Building sustainability into major events delivery - a guide to support organisers in minimising the environmental impact of sporting events.

Making marketing accessible and inclusive for major events

Major events have a unique opportunity to reach, engage and inspire diverse audiences. Consideration of under-represented groups will not only enable a wider reach for your event but will also improve the quality of your marketing and communications for all.

We are encouraging events to make a commitment to EDI and ensuring your marketing and communications mirrors these commitments is crucial to maximise their impact.

Audiences and communities like to be communicated to in different ways and have a variety of different needs which should be considered. All events can endeavour to be inclusive it isn’t about creating things new, rather, it is ensuring all your planned activity is as inclusive as possible.

Resources and support:

  • Guide to inclusive marketing for major sporting events – providing practical tips and guidance about how you can ensure your event’s marketing and communications are as accessible and inclusive as possible.

Resources for governance

The Major Events Governance Guidance has been created assist national governing bodies, cities and local authorities in establishing events with effective business structures and implementing appropriate governance best practice.

We also advise referring to the Code For Sports Governance. The Code for Sports Governance sets out the levels of transparency, diversity and inclusion, accountability and integrity that are required from those organisations who seek – and are in receipt of – UK Government and National Lottery funding from UK Sport and/or Sport England.

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