Abstract
Mega-events occupy important roles within global consumer societies, and so, this article aims to advance the sociological understanding of mega-events by using UEFA Euro 2020 as a case. Traditionally, sport mega-events have been staged in one or two countries. However, for the first time ever, 12 European countries shared the hosting rights for Euro 2020, which was postponed for a year following COVID-19. In global sports, this temporary shift was highly remarkable and the 12-country format’s implications raised a host of sociological questions. Drawing upon qualitative interviews, documentary analysis and media sources, this article examines this mega-event’s distinctive format and its broader implications. The article explores the socio-political conditions under which Euro 2020’s format became a reality and examines stakeholder outlooks on this event format. It is argued that the event’s format was considered to limit negative ‘legacies’ for host cities, yet the format was perceived to generate logistical and financial difficulties for potential mega-event consumers. In an epoch characterized by growing opposition to mega-event hosting, such findings are particularly important.
Highlights
This article examines the Union of European Football Associations (UEFA) 2020 European Championship in men’s football (‘Euro 2020’)
In global consumer societies, mega-event ‘spectacles’ represent important indicators of ‘the symbolic impact of consumption’ (Miles, 2010: 95) and the wider uniqueness of Euro 2020 as a megaevent is demonstrated by its hosting format and recent developments: for the first time in Corresponding author: Jan Andre Lee Ludvigsen, School of Justice Studies, Liverpool John Moores University, 80-98 Mount Pleasant, Liverpool L3 5UZ, UK
sport mega-event (SME) can be constructively utilized by social researchers to understand wider social issues and changes (Gilchrist et al, 2015; Roche, 2000)
Summary
This article examines the Union of European Football Associations (UEFA) 2020 European Championship in men’s football (‘Euro 2020’). In global consumer societies, mega-event ‘spectacles’ represent important indicators of ‘the symbolic impact of consumption’ (Miles, 2010: 95) and the wider uniqueness of Euro 2020 as a megaevent is demonstrated by its hosting format and recent developments: for the first time in Journal of Consumer Culture 0(0). Due to the Coronavirus disease 2019 (COVID-19) pandemic, the tournament was postponed and, as Parnell et al, 2020: 3) write, the event’s geographies and ‘networked strength’ proved to be its ‘Achilles heel’. At the time of writing, it is expected that fans – though in restricted numbers – will be able to have a presence within the event’s consumption circuits. The event has retained its name, Euro 2020, and its multi-host format (UEFA, 2020).
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