\t\t\tNew report reveals major sporting events delivered \u00a3230 million boost to London\u2019s economy, attracting over 200 million global viewers<\/p>\n
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The Mayor of London, Sadiq Khan has revealed that major sporting events hosted in the capital last year generated a \u00a3230million boost for London\u2019s economy. \u00a0<\/p>\n
London staged some of the world\u2019s biggest sports events in 2024 and a report published today by City Hall profiles six of the best-in-class, providing a clear insight into the significant economic value sport generates in the capital.\u00a0<\/p>\n
The events featured in the report were:<\/p>\n
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The 2024 Major Sports Events Impact Report for London, reveals that 480,000 fans attended these events in the capital last year, while 202 million global viewers tuned in to watch.<\/p>\n
The direct economic impact has been calculated through organiser, spectator and attendee spend during the event.\u00a0<\/p>\n
NFL has been hugely popular in London for decades and the report reveals it has generated an estimated spectator spend of over \u00a3600 million since the first NFL London Games in 2007. There was also a cumulative USA viewership of over 20 million for the NFL London Games and MLB London Series in 2024. It came as the 2024 Season saw the NFL welcome their 3 millionth fan to their London Games since 2007.<\/p>\n
The report, created by Think Beyond, also highlights the wider positive impact major sporting events are having in London. More than 6,000 young Londoners have now been supported by the NFL Foundation UK with bespoke programmes that help them to develop skills and confidence and reach their potential. In addition, almost 4,500 young Londoners have been introduced to baseball and softball as part of MLB\u2019s First Pitch programme, designed to get more young people playing sport.<\/p>\n
Athletics, Formula E and NFL are all returning to the capital in the coming months, and the Mayor has declared London as the undisputed global capital for women\u2019s sport in 2025 – with women\u2019s rugby league, tennis, cricket, football, netball, hockey, basketball, athletics and rugby union all taking place in the city.\u00a0<\/p>\n
Headlining women\u2019s sport in London this year is the Women’s Rugby World Cup final at Twickenham Stadium, which will have a world-record attendance for a single full sided women\u2019s rugby event. In addition, women\u2019s tennis is returning to Queen\u2019s Club for first time in over 50 years.<\/p>\n
London will continue to host the biggest sporting events in the years ahead, including the UEFA EURO 2028, and will be hoping to play a part in the UK\u2019s bid for the FIFA Women\u2019s World Cup in 2035, with the UK having been confirmed as the sole valid bidder for the tournament.<\/p>\n
Building on London\u2019s success, the Mayor has talked up his ambition to bring more of the biggest sporting events in the world to London. Sadiq has expressed his support for a bid for the Olympics and Paralympics to return to London in 2040, while he remains committed to making London WrestleMania\u2019s first international destination. The Mayor is also in positive discussions with the NBA to bring games back to the capital, which is supported by the work of his Basketball Taskforce, while the 2029 World Athletics Championships is another target.<\/p>\n
Sadiq will also look at making licensing more friendly in stadiums so that fans can watch more of their favourite teams and events. This comes after the Government announced this month that the Mayor would be armed with new powers to review blocked licensing applications to boost the capital\u2019s nighttime economy under new proposals.\u00a0<\/p>\n
The Mayor of London, Sadiq Khan said:\u00a0<\/strong>\u201cLondon is the sporting capital of the world and I am proud that we have such a strong track record of staging the biggest and best international events in our great city.<\/p>\n \u201cThis report highlights the significant economic and cultural benefits major sporting events provide for our city and the huge pride and excitement they create for Londoners and visitors.<\/p>\n \u201cThese events shine a global spotlight on the capital and inspire young Londoners to get involved in grassroots sport, and I am focused on bringing even more to our city as we work together to build a better, healthier, more prosperous London for all.\u201d<\/p>\n UK Athletics Major Events Director Cherry Alexander said:<\/strong>\u00a0\u201cWe are delighted that the London Athletics Meet is one of the key components in the fine array of events that make London the sporting capital of the World.<\/p>\n \u201cThe London Stadium is synonymous with world class athletics and with this year\u2019s event set to sell out in the coming weeks will once again bring tens of thousands of spectators to Queen Elizabeth Olympic Park.<\/p>\n \u201cLondon Athletics Meet is the biggest one-day athletics event in the world attracting the world\u2019s best athletes and huge spectator and TV audiences. We are proud to play our part in bringing the capital the significant economic and cultural benefits.\u201d<\/p>\n London Stadium CEO Graham Gilmore said:<\/strong>\u00a0\u201cWe\u2019re immensely proud that our world-class events delivered meaningful economic impact for London in 2024.<\/p>\n \u201cMajor League Baseball and the London Athletics Meet continue to showcase the Stadium\u2019s ability to attract global audiences and the very best talent. The continued growth of MLB in the UK and Europe, along with the record-breaking attendance at our athletics events – still the most attended athletics meeting in the world – highlight the lasting power of the Olympic Legacy.<\/p>\n \u201cBeyond economic benefits, these events enhance London\u2019s cultural landscape and reinforce its status as one of the premier destinations for live sport.\u201d<\/p>\n London Legacy Development Corporation CEO Shazia Hussain said:<\/strong>\u00a0\u201cWe\u2019re delighted to see that two of the major events featured in the report were hosted in venues at Queen Elizabeth Olympic Park. These landmark events not only showcase London\u2019s world-class venues but underline the huge economic and social value sporting events bring to our city.<\/p>\n \u201cFrom the buzz they create across the Park to the global spotlight they shine on London, they play a vital role in driving tourism, supporting local jobs, and inspiring young Londoners to get involved in sport. It\u2019s fantastic to see their impact captured so clearly, as we continue building London\u2019s reputation as the world\u2019s leading sporting city.\u201d<\/p>\n