Mayor of London: New report reveals major sporting events delivered £230 million boost to London’s economy, attracting over 200 million global viewers
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The Mayor of London, Sadiq Khan has revealed that major sporting
events hosted in the capital last year generated a £230million
boost for London's economy. London staged some of the
world's 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. [1] The events featured in the report were: the UEFA
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The Mayor of London, Sadiq Khan has revealed that major sporting events hosted in the capital last year generated a £230million boost for London's economy. London staged some of the world's 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. [1] The events featured in the report were:
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. The direct economic impact has been calculated through organiser, spectator and attendee spend during the event. [2] NFL has been hugely popular in London for decades and the report reveals it has generated an estimated spectator spend of over £600 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. 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's First Pitch programme, designed to get more young people playing sport. 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'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. [3] Headlining women's 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's rugby event. In addition, women's tennis is returning to Queen's Club for first time in over 50 years. 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'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. Building on London's 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's 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. 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's nighttime economy under new proposals. [3] The Mayor of London, Sadiq Khan said: “London 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. “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. “These 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.” Minister for Sport Stephanie Peacock said: “From the UEFA Champions League Final to the London Athletics Meet, multiple NFL games to the Major League Baseball London Series, 2024 was a fantastic year for London hosting major sporting events. “International events leave a legacy that inspire the next generation while promoting physical activity. As we deliver our Plan for Change, encouraging a healthy lifestyle will support economic growth and help tackle persistent health inequalities through prevention." “2025 proves to be just as momentous. The Government has invested over £8 million in the Women's Rugby World Cup and we look forward to seeing the final come to Twickenham, further cementing London's reputation as a world-renowned sporting destination.” NFL GM UK & Ireland, Henry Hodgson said: “The NFL has a proud history in the UK, having played regular season games in London - a world-class sport and entertainment destination – since 2007. “The UK remains a pioneer for the NFL's global growth ambitions, and this season will see us play our 40th game in the capital city. Beyond the significant economic impact our games have delivered over the years, we are focused on the social impact that our NFL Foundation UK brings to young people across the country through flag football. “The Foundation has been working in partnership with the Mayor of London's office to tackle inequality in the city by increasing participation in sport and breaking down barriers to opportunity. “We look forward to growing the programme's reach, enabling more young people to access flag football activities and support in the years ahead.” UK Athletics Major Events Director Cherry Alexander said: “We 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. “The London Stadium is synonymous with world class athletics and with this year's event set to sell out in the coming weeks will once again bring tens of thousands of spectators to Queen Elizabeth Olympic Park. “London Athletics Meet is the biggest one-day athletics event in the world attracting the world's 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.” Formula E CEO Jeff Dodds said: “As one of the fastest growing and the most sustainable sport on the planet, we're thrilled to not only bring huge economic benefits to London, but help it drive awareness around some of the most pressing environmental issues. “Sport has a unique power to not only bring unrivalled action and entertainment to millions around the world, but help educate and improve the lives of those that follow and engage with it. London is at the forefront of that mission and we're incredibly proud to have played a central role in it.” London Legacy Development Corporation CEO Shazia Hussain said: “We're 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's world-class venues but underline the huge economic and social value sporting events bring to our city. “From 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's fantastic to see their impact captured so clearly, as we continue building London's reputation as the world's leading sporting city.” London Stadium CEO Graham Gilmore said: “We're immensely proud that our world-class events delivered meaningful economic impact for London in 2024. “Major League Baseball and the London Athletics Meet continue to showcase the Stadium's 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. “Beyond economic benefits, these events enhance London's cultural landscape and reinforce its status as one of the premier destinations for live sport.” UK Sport Director of Events Simon Morton said: “Live sport is a fundamental part of the UK's social fabric, and this is embodied brilliantly by London and its love of hosting global sport. “We welcome these findings as further, compelling evidence of the truly beneficial economic impact that is being felt by towns and cities that host major sporting events. With our event hosting partners, we aim to continue bringing more global sporting events to the UK that help reach, inspire and unite the nation.” ENDS Notes to Editors: [1] In 2024, London hosted over 50 major sports events. The Major Sports Events Impact for London 2024 features a snapshot of the six best-in-class major sports events from last year that have created significant value for the capital. The full report is available to view here from 10am on Monday, 28 April http://www.london.gov.uk/Major-Sports-Events-Impact-for-London-2024. For an embargoed copy of the report, please contact: economicdesk@london.gov.uk [2] Across the six major sports events included within this report, Think Beyond have undertaken an Economic Impact analysis using the data available. They have captured activities taken by spectators and organisers (such as spending and contracts with local businesses) and the associated outputs (the quantitative measure of spend). In some cases, this has enabled a detailed assessment of total direct Economic Impact, whereas for some events we have focussed on aspects such as fan numbers and spend, depending on the availability of key data. Where available, this report includes measures of indirect and induced impact that have been provided by event partners. The full methodology is in the appendix of the report. [3] London set to be undisputed global capital for women's sport in 2025 as city plays host to the world's biggest events https://www.london.gov.uk/London set to be undisputed global capital for women's sport in 2025 as city plays host to the world's biggest events [4] Consultation launched to cut red tape for asset managers and boost growth https://www.gov.uk/government/news/consultation-launched-to-cut-red-tape-for-asset-managers-and-boost-growth * Polling from YouGov found that 62 per cent of Londoners feel proud of living in London when major sporting events are hosted, with 72 per cent of 18 to 24-year-olds feeling proud. More than two-thirds (69 per cent) of Londoners think that hosting major sporting events impacts positively on London's economy. This survey was carried out online by YouGov for the GLA. Total sample size was 1167 adults. Fieldwork was undertaken between 16th - 22nd August 2024. The figures have been weighted and are representative of all London adults (aged 18+). https://data.london.gov.uk/gla-opinion-research/press-releases/ ** London was also crowned the world's leading sporting events host in the 2024 Global Cities Report as well as the best cultural experience destination. The 2024 Global Cities Report is available to view here https://www.kearney.com/service/global-business-policy-council/gcr/2024-full-report |