CHAPTER TWO:
EVENTS AND PRIDE
Events play a powerful role in shaping national pride across the UK. Whether they are commemorating national moments, showcasing cultural achievements, or uniting diverse communities, events stand out as a uniquely resonant source of pride – felt across generations, regions, and identities. In an era where common ground can feel increasingly scarce, their power to connect, inspire, and project the UK’s strengths to the world is more vital than ever.
Events make us proud to live in the UK.
of UK adults said that events hosted in the UK made them proud to live in the UK.
of UK adults said that UK-hosted major events were one of the UK’s top three proudest achievements.
Support for events as a source of national pride is remarkably widespread across the UK. People of all ages, social grades, and ethnic backgrounds broadly agreed that events made them proud to live in the UK. Notably, 18–24 year-olds – who generally express lower levels of national pride than older generations – were among the most likely to say events made them feel proud.
However, this effect varied by region and national identity. Those who identified as strongly English were significantly more likely to agree (73%) than those identifying as strongly Scottish (55%) or Welsh (63%). Even within England, regional differences emerged: Londoners reported the highest levels of pride from events (71%), while residents of the East Midlands reported the lowest (62%).
When asked what the benefits of hosting major events were, boosting national pride was the second most common response. Notably, just 6% of UK adults couldn’t see any benefits to hosting large-scale events in the UK.
Which of the following, if any, do you see as benefits to large-scale events like the Olympics, Eurovision, Commonwealth Games being hosted in the UK? Select any which apply.
Events generate this sense of national pride through three distinct but interconnected pathways:
- They celebrate British culture and values.
- They unite communities across regional and social divisions.
- They showcase the UK’s capabilities to international audiences.
Notably, just 6% of UK adults couldn't see any benefits to hosting large-scale events in the UK.
Events celebrate our culture and values.
Events that reflect our national identity, through representing and celebrating our values and culture, are especially powerful in fostering collective pride. Their impact is greatest when they evoke personal meaning or honour acts of service and sacrifice, demonstrating who we are as a nation.
of UK adults enjoy events more when they are personally meaningful to them.
of UK adults enjoy events more when they honour the service or sacrifice of others.
of UK adults say that hosting large scale events make us proud to live in the UK because they celebrate what it means to be British today.
of UK adults enjoy events more when they help and support good causes or charities.
British people take particular satisfaction in seeing the UK’s infrastructure, cultural achievements, and organisational strengths recognised abroad.
Events show Britain at its best to the rest of the world.
Events foster national pride by showcasing Britain’s strengths on the world stage – enhancing its international reputation and demonstrating its capabilities to global audiences. People tend to enjoy events more if they feel that they demonstrate the UK in a positive light to international onlookers.
of UK adults say that hosting events improves the global reputation of the UK.
of UK adults enjoy events more if they’re watched or followed around the world.
British people take particular satisfaction in seeing the UK’s infrastructure, cultural achievements, and organisational strengths recognised abroad.
of UK adults say that hosting large scale events make us proud to live in the UK because they show off the UK’s cities, venues, or infrastructure.
of UK adults say that hosting large scale events make us proud to live in the UK because they reflect the UK’s contribution to global culture.
Indeed, events are more likely to generate national pride, if they attract positive international attention – in fact this was more likely to trigger additional pride than any other factor we tested.
of UK adults said that events that attract positive international attention for the UK make them more proud.
“I think so when it comes to the Olympics, not to say the sports aren’t important, because, you know, that is what the Olympics are all about. But I think the opening ceremony is really a chance for the host country to sort of show off their culture and their history, and not to sound narcissistic, but I think we did it the best.”
“The events we put on, generally, are of such a high standard that the world can look on and be envious of them. We have one of the best music festivals at Glastonbury. We have probably the world’s best royal events, military events, Edinburgh Tattoo, that kind of thing. We have some of the best concert halls in the world. We have some of the finest sporting events.”
This sense of national capability fosters pride and reinforces the belief that the UK can accomplish remarkable feats when its diverse communities come together.
Events have the power to unite the country.
Events help bridge social divides by creating shared experiences that connect otherwise disconnected communities.
of UK adults who have engaged with a UK-hosted event have talked about it with their friends, families or colleagues.
of UK adults who have engaged with a UK-hosted event have met or talked with someone they didn’t know previously in connection to it.
of UK adults enjoy events more when they bring people across the country together.
of UK adults say that UK hosted events make them feel more connected to others.
The collective experience of events highlights Britain’s ability to achieve great things when united behind a common purpose. This sense of national capability fosters pride and reinforces the belief that the UK can accomplish remarkable feats when its diverse communities come together.
of UK adults say that UK hosted events remind them of what we can achieve together as a country.
And that sense of being part of something bigger is a key reason for why events are able to drive pride in the UK.
of UK adults say that hosting large scale events make us proud to live in the UK because they allow them to feel part of something bigger.
“The royal weddings, [make me proud to live in the UK]. So you see people coming together for street parties and also waving flags or just celebrating the moment. And that gives a sense of tradition and continuity.”
“Events bring us together, when England are playing, for example, you can have people who have never watched football in their life, but they’re still there with everyone together, chatting, laughing, joking, you know, and all that kind of stuff.”
More than a decade later, London 2012 remains a defining moment in British national consciousness.
The 2012 London Olympic Games: A Lasting Source of Pride
The London 2012 Olympics represented the largest sporting event in British history, requiring an unprecedented investment of approximately £9.3 billion from public funds. The scale of public engagement was extraordinary, with 85% of schools across the UK involved in Olympic education programmes1 and 400,000 Londoners participating in grassroots sport through the Mayor’s Sport Legacy programme.2
The Games achieved unprecedented global reach and domestic participation. The opening ceremony attracted 900 million viewers worldwide, while 88% of Britain’s population watched some part of the Games.3 In the US alone, 217 million Americans watched the games, making it the most-watched television event in US history at the time.4
More than a decade later, London 2012 remains a defining moment in British national consciousness and a source of enduring pride. When asked which events had left a lasting impact on the country as a whole, 45% cited the 2012 Games, second only to the funeral of Queen Elizabeth II.
“The 2012 Olympics were a huge buzz. I remember, because the torch went through my town area, so I went to see it. It was huge at the time. I remember it was very inclusive, the athletes were from all different backgrounds, and we had the Paralympics.”
“I was one of the games makers who were admitting visitors. I was very busy. I was actually in the Olympic Park – I was so proud to be a part of it. It brings together so many things that are British. There was a great community spirit – people working with each other. and the new stadium we built, it was just unbelievable – and all the tourists I saw who came to watch really enjoyed it, they had a ball”