Attitudes toward Olympic gigantism: Evidence from Germany

Abstract

The growth and large size of the Olympic Games and the induced extensive costs of hosting the Olympics are controversially discussed under the striking notion of Olympic gigantism, both in the public and scientific debate. However, there is a lack of evidence on the attitudes of the population toward Olympic gigantism which is deemed to be a crucial explanation for failed referendums on Olympic bids in Western democratic countries. This study is the first to measure constructs of Olympic gigantism in a thoroughly clustered online survey of German citizens (N = 266). Moreover, the sample captures the public opinion in a decisive moment, one month before the negative referendum on the Munich bid for the 2022 Winter Games and under the influence of critical media coverage prior to the Sochi 2014 Winter Games. In ordered logit regressions, it is found that, all else equal, respondents who appreciate the Olympic idea are significantly less critical toward the size and costs of hosting Winter Games. Generally, the size is not seen as the key problem, but rather the large expenses for Olympic facilities. The high costs are however more accepted when social standards are respected and respondents perceive the Olympics as a public good that is nice to have. Thus, the evidence suggests that a strategic campaign for the next German Olympic bid should highlight the value of the Olympic Games as a generational project that inspires people for sport participation and fosters social capital in society.