Almost 500,000 fans attended key sports events in the capital, with over 200 million global viewers tuning in to watch
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.
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. 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.
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.”
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.
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.” 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.
