Major sporting and cultural events

Understand how we put a spotlight on London, working with industry leaders in entertainment, culture and sport to bring world-class events to the capital.

London’s major events

We help attract and support the hosting of major sporting and cultural events in the city, including the UEFA EURO 2020ICC Cricket World Cup, Lumiere London light festival and Chinese New Year.

We help attract and promote major sporting, entertainment and cultural events, which in return, puts the eyes of the world on the capital and secures visitor spend and investment for the London economy.

Visit londonandpartners.com/events to find out how we bring major sporting and cultural events to London.

Our impact: 2011 to 2017

£75m

added to London's economy

No.1

Global Sports City 2015

£32m

visitor spend, 2015 NFL American football series

£12m+

raised for charity in the 2015 Prudential RideLondon

14

new events for the Queen Elizabeth Olympic Park

100,000

on our event-goers database

How we do it

We work in partnership with the Mayor of London's sports and culture teams, national governing bodies, international sports federations, cultural institutions and bodies, London boroughs, event venues and city stakeholders. 

Together, we strive to win bids and attract new events that resonate globally. We help deliver these major mass-spectator sport and cultural events utilising our cross-city expertise. At the same time, we support organisers of existing events by helping them to grow their events and reach new audiences.

Our joined-up approach secures huge economic rewards, draws global media exposure for London and generates local community engagement. This continues to strengthen London’s international reputation as a world-class host city for major events, which in turn, allows us to engage with national and international audiences. 

Two flags of Great Britain and the United States a

Sporting greatness

We have helped to secure and promote a long list of international sporting fixtures for London, presenting a globally renowned annual events calendar.

Whether it’s the the NFL London GamesMLB London Series or Formula E, we work hard to maximise exposure, visitor numbers and economic benefit for London.  

The team also works closely with the publishers and organisers of esports events, and aims to welcome more European and world championships to the capital.

In recognition of London’s hosting capabilities, the capital has been rated the world’s best sporting city by SportBusiness – this helps London & Partners to engage with ever greater numbers of national and international visitors. 

Culture and entertainment

We work with the Greater London Authority and a range of partners to help organise and promote cultural events in London.

From annual celebrations and festivals to immersive experiences, we’ve supported a world-class lineup of entertainment and cultural events, including Chinese New Year, Pride in London and Totally Thames. 

With expert knowledge of London, our Major Events team make activation ideas a reality, which helps to shine a spotlight on the city, from bringing Formula One to the centre of London as part of F1 Live, to hosting U2 on Trafalgar Square with the MTV Europe Music Awards. 

We help to create events from scratch and work with organisers to further develop their events in London. Previous success stories include Prudential RideLondon, which has contributed more than £100m to London’s economy; and Lumiere London, an international light festival, which attracted more than one million attendees over four January nights in 2016 and 2018.  

All events attract global audiences and many are promoted via our far-reaching Visit London channels, which include targeted social media and influencer programmes. 

Our vibrant evening economy saw a significant boost with West End restaurants, cafes and bars reporting double-digit growth in sales as visitors made the most of what was on offer to make it a night out and an evening to remember.

Karen Baines, Heart of London Business Alliance, commenting on London’s 2016 Lumiere light festival

Success stories

Find out more about some of the major events we have helped bring to life in London.

Lumiere London 2016

London’s biggest ever light festival, inspiring visitors and boosting businesses during the traditionally quieter January

Read more

Prudential RideLondon

The world’s greatest festival of cycling, launched to boost visitor spend in London and raise money for charity

Read more