LONDON FOUR YEARS ON A GLOBAL HOST FOR SPORT a ‘home from an active a diverse cultural offering home’ crowd for all sponsorship participating nations marketplace

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When seven young British athletes lit or NBA basketball, the Olympic cauldron in front of tens of ’s world-leading sporting venues million international major international thousands of global dignitaries, celebrities continue to be a fitting home for the world’s 18.6visitors per year 14venues 300media desks and sports fans on 27 July, 2012 it not only top athletes, performing in front of packed marked the start of 17 days of sporting out stadia and to audiences worldwide. achievement, it began London’s Olympic and Paralympic legacy. During that time, London has hosted 30 large-scale sporting events. This document Four years on, the capital remains a global showcases what the city has delivered since host of major sporting events. Whether it’s the Olympic cauldron was extinguished. meeting business event annual music 3,500spaces €7bnexpenditure per year 32,000performances rugby or field hockey, athletics or cycling, ICF Canoe Rugby Slalom World League Championships UEFA 2015 Champions 2013 League ITU World UCI Track Final Cycling World 2013 NFL Triathlon International Series Championships 2016 Series Games Grand Final Global 2012, 2013, 2013 Champions London 2014, 2015 Tour Anniversary Invictus FOUR 2013, 2014, Games EuroHockey Games ITU World 2015 2013, 2014, Championships 2014 Triathlon 2015, 2016 2015 YEARS Series 2014, 2105 2012-2016 EuroAquatics Championships 2016

Rugby World Cup 2015

Tour de Euroleague Stage 3 ATP World Basketball 2014 Tour Finals Final Four 2012, 2013, 2013 2014, 2015 Prudential RideLondon UEFA 2013, 2014, Champions NBA Global 2015, 2016 League Women’s Games Final 2013, 2014, 2013 2015 ECONOMIC BENEFITS Major sporting events deliver significant economic return to the host economy based on visitor, organisational and participant spend. Research carried out by London & Partners, in with Regeneris Consulting, showed that since London 2012, major sporting events have delivered £1.023 billion to the London economy.

Direct Economic Impact to London International participants in ITU World Series Economic impact for London from Stage 3 of Total Direct Economic Impact of New of hosting the 2015 Triathlon Grand Final London 2013 the 2014 Major Sporting Events to London 2016-2020 £539mThree stadia in the city hosted matches – , 4,000London’s staging of the -ending race on the elite £19.5mSome 600,000 people lined the streets of London as £345mAs a go-to sporting destination, London’s calendar to 2020 is packed with new top international and Wembley and the Olympic Stadium – with the triathlon calendar in Hyde Park drew more than 5,000 the peloton powered through, of which half of those continental events on top of the city’s impressive annual economic impact in the London borough of Richmond, participants in the age-group, junior U23, para-triathlon spectators came from outside Greater London. Of calendar of sporting events. These will bring spectators in which Twickenham is located, £284.1 million alone. and elite world series final races. Those participants those coming into London during the day of the race, from around the world into the city by their thousands, stayed in London for an average of five nights each, two-thirds came specifically to watch the event. The -Romania clash at Wembley, watched by projecting an additional direct economic impact to bringing friends and family spectators with them, 89,367 people, also entered the record books for a London of £345m over the new four years. resulting in £3.69m being spent across the capital on single Rugby World Cup match attendance. accommodation and £2.76m combined on travel, food and drink and leisure activities.

Total Direct Economic Impact of Major Sporting Events to London 2012-2016 £1billion INTERNATIONAL EXPOSURE Top-level sport played out in front of packed stadia is a winning combination for rights-owners and event hosts, not only showcasing the sport but also the host city.

countries viewed the UCI Track streams of the Jacksonville Jaguars- viewers tuned into ITV to watch 75Cycling World Championships 33.6mBuffalo Bills clash at Wembley, NFL 11.6mEngland- during the 2015 & Yahoo Rugby World Cup Bayern Munich’s victory over International eyes were also drawn An innovative approach from the The 2015 Rugby World Cup was German rivals Borussia Dortmund to the Lee Valley VeloPark in NFL to partner with Yahoo to offer described by as the in the 2013 Champions League March 2016, as the world’s fastest the first-ever global live (and free) “biggest and best ever” and the final at Wembley was aired in more cyclists competed in the UCI Track stream of a game resulted in 33.6 viewing figures certainly support than 200 countries to an estimated Cycling World Championships. million streams of the Jacksonville that - a global audience of 120 global average audience of 150 More than 30 broadcasters Jaguars- clash at million. In the UK, ITV drew a peak million. The game attracted beamed live pictures back to 75 Wembley. A total of 460 million of 11.6 million viewers for the a peak audience of 23.78 million countries across six , minutes of video were consumed, -Wales pool clash, while viewers in , to date a with the action in the UK alone while in USA alone, where the France’s quarter-final defeat by record for a Uefa Champions watched by two million people. game kicked off at 9am on the east was watched by League fixture in the country. coast and 6am on the west coast, 12 million on French commercial there were 10.1 million viewers. broadcaster TF1.

In New Zealand, almost 1.2 million viewers, more than a quarter of the population, tuned in for the final as the All Blacks beat . And ’s victory over became the most-watched match in one market in the ’s history. Some 25 million people, The global average almost 20 per cent of the Japanese audience of the Uefa population, watched the game, as Champions League the nation embraced the national Final 2013 team following their shock victory over South . COMMUNITY ENGAGEMENT

The London Olympics and Boxing was one of the success Prudential RideLondon, the city’s Paralympics pledged to inspire a stories of London 2012 (Team successful world-class festival of generation, through the playing of GB won three gold medals, and cycling, brings 100,000 cyclists sport in grassroots programmes to five overall) and that impact is still to the streets of London across reduce levels of inactivity, and also being felt four years on. A targeted 5 different events each year. It to engage communities. outreach programme since the helps inspire more activity with Games inspires more Londoners to 32% of participants and spectators For all the events hosted since the take up the sport and benefit from cycling more as a of the games, there were integrated plans the discipline it instils leading to event. Also, 2,000 volunteers are to capitalise on the inspirational the creation of 12 boxing hubs. On on hand each year to help manage effect of the world’s best athletes the elite side, London is now home the participants and 250,000 competing on the doorstep. For to a successful franchise in World spectators at the event. example, the roll-out of a free Series of Boxing. schools ticketing programme enabled some 5,500 children from London’s games makers’ were more than 500 schools across widely heralded in 2012, and the city to attend the European the enthusiasm for volunteering Aquatics Championships. continues unabated today. Since the Games there is now a dedicated programme of Team London volunteers at events in the city.

new boxing school children in London attended the volunteers each year at Prudential RideLondon hubs created 5,5002016 European Aquatics Championships 2,000 12 QUEEN ELIZABETH FOUR YEARS ON

One of the key messages during London’s bid to stage the 2012 Olympics and Paralympics was how the games would act as a catalyst for the regeneration of east London.

In the 18 months following the closing ceremony of the Paralympic Games, the visits Olympic Park underwent an ambitious programme to transform the 560 acre site, designed for four weeks of sport, into what is now Queen Elizabeth Olympic Park. 11m The Park and its venues began opening to the public in summer 2013 and have proved hugely popular with more than 11 million visits. But the story doesn’t end there. Over homes occupied the next 15 years the Park will deliver 40,000 jobs, 24,000 new homes, new schools and health centres, as well as a Cultural and Education District that will be worth £3 billion 4,000 to the local economy.

To quote the International Olympic Committee, London raised the bar on Olympic legacy. More than 20 international sports events since 20 the Games 30 Nov – 4 Dec 2016 ITF World Wheelchair Tennis Masters Series Lee Valley Hockey and Tennis Centre 30 May – 15 July 2019 2016 ICC 2019Matches at Lord’s and the Oval

THE NEXT FOUR YEARS

Summer 2020 UEFA European Championships Summer of World Athletics 2017 Semi Finals and Finals IAAF and IPC World Athletics Championships 2020Wembley Stadium 2017The Stadium, Queen Elizabeth Olympic Park 7-21 July 2018 Women’s Hockey World Cup 2018Lee Valley Hockey and Tennis Centre londonandpartners.com © London & Partners, July 2016