Syracuse

Planning and implementation of event leveraging strategy : China’s legacy pledge to motivate 300 million people to be involved in winter sport / Shushu Chen, Xiaoyan Xing, Laurence Chalip

Chen, Shushu | Xing, Xiaoyan | Chalip, Laurence

This paper examines China’s planning and implementation of leveraging, using the Beijing 2022 Olympic and Paralympic Winter Games, to achieve the winter sport participation legacy of 300 million people involved in winter sport. Drawing upon interviews and documentary data, the authors findings reveal that the planning of the leveraging programme, which was politically motivated, was a centralised and government-led bid to stimulate participation and consumption within China’s winter sport industry. The leveraging programme also served broader economic, social, and political state agendas.

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