“We’ve never measured it, but it brings in a lot of business”

Purpose This paper aims to examine participatory sport event organizers’ perspectives on potential connections between their events and tourism and destination marketing outcomes. Design/methodology/approach This qualitative study entailed in-depth interviews with participatory sport event organizers in the United Kingdom, coupled with thematic analysis of event websites and social media. The paper uses Chalip’s (2004) model for host community event leveraging to interpret findings. Findings Event organizers focused on attracting participants and delivering positive experiences, rather than on stimulating tourism-related outcomes. However, organizers used a range of strategies to attract participants, such as emphasizing attractive and unique location features, which could also serve to entice active sport tourists and promote the event host destination. Research limitations/implications Participatory sport event organizers may not prioritize or even sufficiently understand the potential for their events to generate tourism outcomes. For organizers confronted with operating constraints and event delivery challenges, it may be difficult to find the time, and practical ways, to satisfy the needs of tourism stakeholders. Originality/value The unique contribution of this paper is its focus on supply-side perspectives on the role of participatory sport events as tourism catalysts, and its examination of the potential for such small-scale events to contribute to sustainable tourism development. This paper also considers the nature of event organizers’ role in implementation of Chalip’s (2004) model for host community event leveraging.