Assist organisers to score more major sporting events

London has a rich history of hosting major sporting events, including regular Premier League football matches, the final of the UEFA European Women's Championship in 2022, rugby, the London Marathon, tennis and cricket.  More recently, Major League Baseball (MLB) and National Football League (NFL) games have also become regular fixtures in the capital’s sporting calendar.

Hosting major sports events can enhance London’s global appeal and relations with other nations. Big events can play an important role attracting international tourism and support local hotels at times when visitor numbers are traditionally lower.

The Mayor has been urged to develop a strategy for future major sports events, informing which events it bids for and supports. The strategy should clearly set out the Mayor’s priorities with regard to which benefits are being sought from different types of events.

The London Assembly Economy, Culture and Skills Committee has today written to the Mayor recommending he creates a single point of contact to develop an event-specific working group by liaising with the relevant local authorities and other relevant local public bodies.

Currently, organisers have to approach each London borough and Met police force individually when planning large sporting events that cross various boroughs.

Additionally, there is a risk that by hosting an ever-growing number of major sports events, London’s transport system is unable to keep up with the increased demand.

The Economy, Culture and Skills Committee letter recommends:

• The Mayor should work with London & Partners to develop a strategy for future major sports events, informing which events it bids for and supports.
• The Mayor should create a single point of contact within the GLA for organisers looking to stage major sports events in London to reach out to.
• The Mayor should produce an annual report evaluating the economic and social benefits of the major sports events supported by the GLA and London & Partners. 

Marina Ahmad AM, former Chair of the London Assembly Economy, Culture and Skills Committee, said:

“Major sporting events in London form part of the fabric of the city. London and sport go hand in hand, and it is only right we host some of the biggest and best sporting events in the world.

“It is clear from evidence heard by the Committee that major sports events have a positive impact on London’s local economy, with retail and hospitality businesses benefitting from spectators spending time and money in the areas surrounding sports venues, such as Stratford and Wembley.

“However, we also heard that organisers face a number of challenges when looking to organise cross-borough events, with no single point of contact currently in place to help speed up the process and support organisers.

“We heard of the positive impact this would have in improving existing events and enticing new events to the capital.

“More major sporting events enhance the city’s economy and place London firmly on the map as a hub for major sporting events. We urge the Mayor to consider these recommendations and support event organisers to give London the boost it needs.”

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