BEHAVIORAL INSIGHTS FOR PROMOTING HEALTHY EATING HABITS DURING MEGA SPORTING EVENTS: A CASE STUDY OF THE AFC ASIAN CUP QATAR 2023 AND A TOOLKIT FOR SUSTAINABLE LEGACY REPLICATION

Abstract

Unhealthy diets and obesity are major global public health challenges that demand innovative strategies to promote better nutrition (Garnweidner-Holme et al., 2021). Mega sporting events attract enormous audiences and investments which makes such events unique opportunities to encourage healthier eating on a grand scale. This study addresses the research problem of leveraging behavioral insights to promote healthy eating habits during a major sports event which is the AFC Asian Cup Qatar 2023 and developing a toolkit for sustainable legacy replication. A mixed-methods case study approach was employed, integrating spectator surveys, sales data, observational audits, and a document analysis of the new WHO Healthier Food and Healthier Food Environments action guide. Behavioral "nudge" interventions (e.g. improved healthy food availability, promotional signage, and pricing incentives) were implemented in selected stadiums and evaluated against control sites. The findings demonstrate a 6% increased selection of healthier food options and positive shifts in spectators' attitudes in venues with nudges without restricting choice or compromising enjoyment. Notably, approximately one-third of all menu items at the event were healthy options (30%), aligning with WHO nutritional standards, a success modeled after the FIFA World Cup 2022 initiative (WHO, 2023). The study's insights informed the creation of a practical checklist for event organizers that outlines evidence-based strategies and culturally adaptable measures to sustain healthier food environments at future sports mega events. These results underscore the practical relevance of integrating behavioral insights into public health nutrition efforts and highlight the potential for sports events to leave a sustainable health legacy. The research contributes to theory, research, and practice by demonstrating how global nutrition guidelines can be operationalized in real-world event settings and providing a replicable model for amplifying public health impact through sport.