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London 2012 Needs More ‘Off-Track’ Olympic Spirit


27 October 2011 at 8:47 am
Lina Caneva
In the UK, a new study has found that charities, schools and sports organisations are expected to run a poor second to big business at the London 2012 Olympics - with public opinion pushing for a greater ‘off-track’ Olympic Spirit.

Lina Caneva | 27 October 2011 at 8:47 am


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London 2012 Needs More ‘Off-Track’ Olympic Spirit
27 October 2011 at 8:47 am

In the UK, a new study has found that charities, schools and sports organisations are expected to run a poor second to big business at the London 2012 Olympics – with public opinion pushing for a greater ‘off-track’ Olympic Spirit.

An online survey during July and August by Not for Profit sector research consultancy nfpSynergy found that the UK public feels that sports organisations (60%), national charities (46%) and schools (59%) most deserve any Olympic charity dividend, with religion being least deserving.

However, those surveyed think big business will most likely be the off-track ‘winner’ at 2012 Games (39%)

Whilst 92% of respondents can’t name a single charity associated with the Olympics, only 56% are unable to likewise name a company – Lloyds TSB coming top of the list.

With less than a year to go, ‘government debt’ or ‘increased taxes’ are still seen by the British public as the most likely (39%) legacy of the London 2012 Games, according to the new data.

This negative outcome is considered more likely to have a lasting impact on Britain than ‘increased tourism’ (36%).

Only 4% say they foresee a key legacy as being either ‘more people volunteering’ or ‘more money and higher profile for charities’.

Those surveyed consider sports (41%) and child/youth (30%) causes most deserving of any Olympic charitable windfall, with religious causes being least (less than 1%) deserving.

nfpSynergy’s chief, Joe Saxton, says “under a year away, and despite the mounting hype, the British public still sees government debt and associated taxes as the most likely major legacy of the London 2012 Olympic Games – ahead of such potential admitted boons as tourism and regeneration.

“Whilst few would deny that the main point of any Olympics must surely be sporting excellence and fair play, or that staging such a massive event requires substantial corporate sponsorship, our latest findings also strongly suggest a significant public appetite for a greater off-track ‘Olympic Spirit’ – for less of the big business and more of the big heart and charitable soul.”

To download the Olympic Perceptions report go to  http://www.nfpsynergy.net/includes/documents/cm_docs/2011/o/olympicperceptionsaug2011.ppt


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.

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