Events for London, the city’s new strategic function tasked with attracting, developing and staging world-class major sporting and cultural events in London, was unveiled in Beijing. Building on the momentum and experience of winning the London 2012 Olympic and Paralympic Games, the establishment of Events for London is one of the earliest legacies of the Games. The team has been tasked by the Mayor of London to support the sporting legacy beyond 2012 by building upon an already strong platform of events in the capital, from the Marathon to Wimbledon and New Year’s Eve to the Trafalgar Square Festival.

Set up by the Mayor of London, Events for London is a partnership between the Mayor, the London Development Agency and Visit London. It acts as a central point of leadership and expertise and is the first point of contact for organising committees, international sports federations and national governing bodies. The aim is to maximise the economic and social benefits for London by developing, growing and bidding for events and a project team within Visit London has begun work on a business plan to achieve these aims.

Mayor of London, Ken Livingstone said: “This is the best time ever to be staging an event in London. Across the city a major programme of rebuilding and modernisation is underway and the city is continuing to grow: Wembley, Heathrow Terminal 5, and The O2 all open in 2007. The diversity of this city, its people and its unity, provide the perfect platform for world events. London is capturing the attention of the world and whatever you need to do, is possible in this city. Building on our experience in staging world events, Events for London brings together all the relevant bodies – police, transport, the boroughs and government – into one expert body. Events for London is the one point of contact anyone needs for staging an event in the capital.”

Visit London Chief Executive James Bidwell said: “In the run-up to London 2012 and beyond, Events for London will play a critical role in providing a central point of leadership and expertise to secure new world-class events for the capital. Events for London will capitalise on the enormous opportunity to deliver wide-ranging legacy benefits within London and beyond.”

Events for London was unveiled at SportAccord – a leading annual international sports convention and unique gathering of the most senior leaders of both Olympic and non-Olympic International Sports Federations and Olympic Committees.

Sebastian Coe, Chairman of the London Organising Committee of the Olympic and Paralympic Games, said:
“We are delighted by the creation of Events for London. This is a very positive move that exploits the major event opportunities the London 2012 Olympic and Paralympic Games bring to London and the rest of the country.”

International Director of UK Sport John Scott said: “UK Sport welcomes the establishment of Events for London; a body dedicated to attracting World Class events to the capital. I have no doubt it will make a significant contribution to UK National Governing bodies and partner International Federations. I very much look forward to working with them.”

Events for London has already received high praise from international and national sporting bodies that maximised the benefits of the city’s new strategic events function.

Managing Director of the NFL UK, Alistair Kirkwood, said: “Beyond the scale and visibility of London itself, the NFL has been delighted with how creative, proactive and dynamic a partner Events for London has been in securing and shaping this historic event.” The American National Football League is holding the first ever football game outside the Americas in London in October.

Badminton England CEO Adrian Christy, who is pitching to hold the World Badminton championships in London in 2011, said: “To secure a major event like the World Badminton championships require a real team effort. From the investment in time to a range of creative ideas, the contribution from Events for London as part of our bidding team has been critical in our progress to date.”