Sports day in Canada: a longitudinal evaluation

Sports Day in Canada (SDIC) is an annual event celebrating the role of sport within communities and promoting sport participation across Canada. SDIC ends a week of thousands of local sporting events and activities with a day-long national television broadcast. The objectives of this study were to evaluate whether awareness of SDIC has increased over time among Canadians (2010–2013), identify correlates of awareness, and assess changes in individuals' intentions to engage in sport. Online surveys were administered (2010: N = 863; 2011: N = 674; 2012: N = 861; 2013: N = 1447) to assess demographics, levels of physical activity and sport participation, awareness of SDIC, and intentions to participate in sport and physical activity as a result of SDIC. Analyses were conducted using independent t-tests, one-way ANOVAs, and a series of binary logistic regressions. Awareness of SDIC increased significantly from 26.9% in 2010 to 41.2% in 2013. Current sport participation (OR 1.21; 95% CI [1.11, 1.32]; OR 1.32; 95% CI [1.19, 1.47]; OR 1.26; 95% CI [1.16, 1.37]; OR 1.30; 95% CI [1.22, 1.38]) was the only significant correlate of awareness in years 2010–2013, respectively. Among people aware of SDIC, intentions to participate in sport as a result of SDIC have significantly increased over time, F(3, 1662) = 8.88, p < .001. Special events such as SDIC appear to have a role to play as part of a broader strategy to encourage sport participation among Canadians. A challenge for such events remains in reaching inactive people.