What Did the Berlin 1936 Olympics Teach Us About Sport and Soft Power?

An electric event atmosphere can’t be manufactured—it emerges organically from rituals, participation, and shared emotion. Yet too often, organisers mistake spectacle for atmosphere, investing in grand visuals and pyrotechnics while overlooking what truly makes events memorable and meaningful. In this episode, we unpack why fans are not passive consumers but co-creators of atmosphere before, during, and long after an event ends. From fan traditions and local culture to inclusive design choices and city-wide activations, authentic atmospheres are built, not bought. We explore how event organisers can foster the conditions for collective energy to flourish—bridging the gap between inside the venue and the wider urban experience. By prioritising participation, belonging, and emotional connection, organisers can create events that leave lasting impressions on audiences, cities, and communities alike, turning one-off moments into shared cultural memories that resonate long after the final whistle.

For millions living in unrecognised or contested regions, football offers more than sport—it’s a powerful tool to assert identity, belonging, and visibility beyond the boundaries of statehood. In this episode of Inside Events, we explore the role of the Confederation of Independent Football Associations (CONIFA), which provides vital platforms for communities excluded from mainstream global sporting systems like FIFA. Despite claims of neutrality, these tournaments are inherently political, revealing how sport intersects with contested nationhood and the struggles of marginalised communities seeking recognition. Hosting location also matters: events in global cities like London amplify visibility, while those in disputed territories often remain invisible to international audiences. We discuss how leaders, policymakers, and organisers can build pathways, partnerships, and policies that move beyond symbolic inclusion towards tangible, real-world impact. This episode sheds light on how football becomes a stage for identity, power, and belonging in a fragmented world.

Despite growing expectations for events to deliver lasting legacies, most organisers still rely on economic metrics while overlooking the harder-to-measure social outcomes that matter most to communities. In this episode, we explore how Flanders is pioneering a more evidence-based, co-created approach to embedding social impact into event planning from the outset. By using Theory of Change models and adapting proven tools from other policy sectors, Flanders is redefining how events plan, measure, and communicate their broader societal contributions. The conversation highlights why overpromising outcomes erodes trust and why managing expectations through credible, evidence-based planning is critical. We also tackle the need for honest evaluation, recognising both positive legaciesand negative consequences, including environmental and social costs often ignored in headline reporting. This episode offers practical insights for event professionals, policymakers, and researchers seeking to design more accountable, people-centred events.

Sustainability has become a central promise of many events, yet new research reveals that spectators often overlook or misinterpret organisers’ efforts. Audiences tend to recognise only the most visible, environmental signals—like recycling bins or renewable energy use—while social and economic impacts often go unnoticed. What counts as a meaningful sustainability initiative also depends heavily on local context; what resonates with one community may feel routine or irrelevant in another. Adding to the challenge, fragmented messaging frequently dilutes impact, leaving audiences confused or disengaged. To create real change, event organisers must rethink their communication strategies: simplify the narrative, prioritise core sustainability goals, and make actions visible, tangible, and locally relevant. By aligning messaging with audience expectations and context, events can move beyond box-ticking exercises to foster authentic engagement, inspire behavioural change, and deliver sustainability outcomes that truly resonatewith spectators and stakeholders alike.

The Island Games tell a remarkable story of community, identity, and resilience in global sport. In this episode, Dr. Michael Duignan speaks with Dr. Matt McDowell to explore how this unique multi-sport competition, founded in 1985 on the Isle of Man, has grown from a local tourism initiative into a complex international event involving more than 20 island communities. We trace the Games’ origins, their cultural and political significance, and the tensions between grassroots ethos and the demands of modern event governance. Matt reveals how the Games give smaller territories visibility on the world stage, foster community pride, and produce elite athletes, while also facing financial, logistical, and sponsorship challenges. From the Falklands to Greenland, we uncover how place, identity, and participation shape each edition. This is a fascinating case study for event managers, policymakers, and researchers seeking to create authentic, community-driven sporting experiences.