Mega-events, expansion and prospects: Perceptions of Euro 2020 and its 12-country hosting format

• Published in: Journal of consumer culture 2022-11, Vol.22 (4), p.870-888
• Main Author: Lee Ludvigsen, Jan Andre
• Format: Article
• Language: English
• Subjects: Consumers; COVID-19; Sociology; Sports
• ISSN: 1469-5405; 1741-2900
• DOI: 10.1177/14695405211026045

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.