During the last two years, the Lebanese national Marathon called participants to run for peace amid the violent environment surrounding the country. The Lebanese community responded with very high numbers especially in the 5 KM and the 10 KM where numbers went up to touch 40,000 participants. So, we can deduce here that people were very excited to run to a cause that brings people together like peace.
My first thought on reading your question was how sports was used 20 years ago in Uganda among young teenage men to reduce the risk of AIDS transmission. Organised football and team competition to occupy the youth appeared to help the reduction in spread of AIDS acheived in Uganda. It is an aside to your question perhaps, but shows how sport can influence the behaviour of whole populations.