Sport Event Leveraging and Violence Against Women: The Gold Coast 2018 Commonwealth Games and One Million Stars to End Violence

Abstract

The connections between sport events and violence against women are an emerging area of research and align with the UN’s Sustainable Development Goal 5–Gender equality. This article explores the connection between sport event leverage initiatives and raising awareness about violence against women, through a case study of an arts and cultural initiative that ran in conjunction with the Gold Coast 2018 Commonwealth Games: One Million Stars to End Violence (OMSTEV). Event leverage literature and a gendered lens informed our study. We focused on the official messaging of the initiative, as a key aspect in social event leverage. We conducted a document analysis of 30 documents including event reports, government media releases, and public media articles to explore how official messaging and media coverage reported the initiative to the broader public. We found official messaging and media coverage portrayed OMSTEV as a successful community engagement initiative that produced a beautiful artistic installation. However, the official reporting and media coverage failed to communicate in a way to raise the broader public’s awareness regarding violence against women. We provide suggestions for practice and research to better contribute to the value of sport events for targeted social causes.