We encourage organisers of major sporting and cultural events and large-scale experiential brand activities to stage world-class events in London.
The team provides expertise and guidance to organisers and rights holders, in partnership with city stakeholders, to help secure, market and deliver these events in London. We also support organisers of existing events by helping them to grow their events and reach new audiences.
How We Work
The Major Events Team works in partnership with the Mayor of London's Sports Team, National Governing Bodies, International Sports Federations, Cultural Institutions and Bodies, London Boroughs, event venues and city stakeholders.
- Mayor of London
- Greater London Authority (GLA)
- The London Fire & Emergency Planning Authority (LFEPA)
- London Legacy Development Corporation
- Transport for London
- UK Sport
- Sport England
- Arts Council
- London Cultural Strategy Group
Together we strive to win bids and attract new events that resonate globally and we deliver these major sporting and cultural events in London utilising our cross-city expertise.
Our primary goals are to attract events which:
- Deliver economic benefit to London
- Draw global media exposure
- Generate community engagement
As well as looking to attract new high-value international sports and cultural events, we also support and grow existing ones. In doing so, we continue to strengthen London’s international reputation as a world-leading host city for major events. In addition, we are developing an engaged audience of national and international major event goers who we can communicate with directly to promote these events.
Here are a range of events we have helped to secure and are supporting:
Longines Global Champions Tour*
NFL International Series*
NEC Wheelchair Tennis Masters 2014-2017
EHF EuroHockey Nations Championships 2015
ICF Canoe Slalom World Championships 2015
IRB Rugby World Cup 2015
Menuhin Competition 2016
NBA Global Games 2015
World Triathlon Series 2015
LEN European Swimming Championships and European Masters Championships 2016
UCI World Track Cycling Championships 2016
IAAF World Athletics Championships 2017
IPC Athletics World Championships 2017
IHF Women’s Hockey World Cup 2018
A World-Class Host
London is a magnet for some of the world's most prestigious sporting and cultural events. Teeming with historic buildings and packed with iconic backdrops, it immediately gives events a pulling power that few other cities can match.
From accommodation and event venues, security and transport, to an IT and technology infrastructure that is second to none, London has all the ingredients to allow you to stage successful, memorable events together with an eagerly waiting audience of event goers.