Gothenburg used the city’s progressive social objectives and programmes, its membership of WHO’s Age Friendly Cities & Communities network, and the city’s 400th anniversary to successfully bid to host the 2024 World Masters Athletics Championship. The result: inspiration for local citizens to live healthier lives, lifelong friendships forged amongst the over 8,000 athletes in categories from age 35-40 to 100+ from all over the world, validation for policymakers’ past decisions to make Gothenburg more all-ages-friendly, and a huge boost to direct visitor expenditure.
Gold medalist Marie Johnson on becoming a world champion aged over 70: “I didn’t even take up athletics until I retired from teaching!”
Further Reading:
Introduction to the Göteborg & Co. Case Study Series: How the Grown Ups Approach Event Legacy
Case Study #1: Gothenburg Way to Legacy: Collaboration the Driver of Mobility Transition
Case Study #2: Sports Events Turbo-Charge Gothenburg’s Gender Equality Drive
About Göteborg & Co.
