Christopher BarrettJust a handful of the 50 major sports events that were hosted in London last year collectively generated a £230 million economic benefit to the capital, according to City Hall.
Some 480,000 fans attended the half-dozen sports events that are featured in a new report by City Hall. Among the findings were that the events attracted more than 200 million global viewers.
The City Hall report focuses on the impact of London hosting the UEFA Champions League Final at Wembley Stadium, the London E-Prix at Excel London, the London Athletics Meet at Queen Elizabeth Olympic Park, Major League Baseball (MLB) games at London Stadium, and NFL games at Tottenham Hotspur Stadium and Wembley.
The direct economic impact of the events outlined in the 2024 Major Sports Events Impact Report for London was calculated through organiser, spectator and attendee spend during the event. It was created by Think Beyond. Among the many findings of the report are that London’s staging of the UEFA Champions League Final resulted in the creation of 1,472 full-time equivalent jobs, 70% of event attendees visited one or more brand activations at the Champions Festival (pictured) across London, and that international NFL fans spent on average £329 per head during the London Games.
City Hall said London Mayor Sadiq Khan will look at making licensing more friendly in stadiums, following the Government announcment this month that he is to be armed with new powers to review blocked licensing applications to boost the capital’s nighttime economy under new proposals.
Khan said London will consolidate its position as the ‘sporting capital of the world’ this year by hosting more major events, including 2025 Women’s Rugby World Cup – which the Government has invested more than £8 million in. Athletics, Formula E and NFL are all returning to the capital in the coming months, and the Mayor said there is a major focus on women’s sport in 2025 – with women’s rugby league, tennis, cricket, football, netball, hockey, basketball, athletics and rugby union all taking place in the city.
London is set to host major sporting events in the years ahead including the UEFA Euro 2028, and City Hall said it will be hoping to play a part in the UK’s bid for the FIFA Women’s World Cup in 2035 – with the UK having been confirmed as the sole valid bidder for the tournament.
Khan has expressed his support for a bid for the Olympics and Paralympics to return to London in 2040, and said he remains committed to making London WrestleMania’s first international destination. The Mayor is also reported to be having positive discussions with the NBA to bring games back to the capital, while the 2029 World Athletics Championships is another target.
Said Khan said, “This 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.”