Olympic Games Reloaded: can the Olympic Agenda 2020 push residents’ support for the mega-event?

Abstract

ABSTRACT Research question Despite various initiatives to promote the Olympic Games, achieving a support rate of at least 50% in an Olympic referendum remains difficult. Thus, the International Olympic Committee (IOC) reoriented the Games’ strict organization with the Olympic Agenda 2020, anticipating increased resident approval for the event. This study is the first to quantitatively assess whether implementing the Olympic Agenda’s recommendations could impact residents’ support. Research methods A survey collected the expectations for the Olympic Winter Games from 664 residents of Tyrol (Austria) before the 2026 Innsbruck Olympic referendum. Residents’ support was modeled as a binary dependent variable using logistic regression. Considering the 2026 Innsbruck Olympic referendum as the baseline scenario, a simulation estimated the potential impact of the Olympic Agenda recommendations on residents’ support. Results and findings The findings indicate that decreasing the expected financial burden, infrastructural costs, and particularly corruption, as well as strengthening intangible effects, such as residents’ trust in the IOC, could hypothetically turn the rejected 2026 Innsbruck referendum into a positive one with a support rate above 50%. Implications Even if the Olympic Agenda is a beneficial first step, the IOC must regain the public’s trust, implement the proposed recommendations and adequately communicate them to increase public support for the Olympic Games.