This report presents the findings from a programme of primary research commissioned by UK Sport and conducted by the Sport Industry Research Centre (SIRC) at Sheffield Hallam University at three major sporting events in the summer of 2010 ‐ the FIH Women’s Hockey Champions Trophy in Nottingham; the Triathlon World Championships Series in Hyde Park, London; and the IRB Women’s Rugby World Cup in Guildford and Twickenham. All three events were supported by UK Sport’s World Class Events Programme (WCEP). These findings were then supplemented by the results of an omnibus survey of a representative sample of the British population carried out by Ipsos MORI between 13‐19 August 2010.)