A 60,000 sold-out London Diamond League this summer demonstrates the thirst for track and field in the British capital
UK Athletics, London Marathon Events and the Great Run Company have called on the Government to financially support the bid for London to stage the World Athletics Championships in 2029.
The three organisations, who joined forces recently under the title of Athletic Ventures, delivered their message to the Government on the same day when it was announced the Diamond League in London in 50 days’ time will be sold out with 60,000 tickets gone.
“This is yet more proof that athletics in the UK delivers on every level,” said Hugh Brasher, Event Director of the London Marathon and a co-founder of Athletic Ventures.
“We sell out stadiums. We deliver global moments. And we do it with a commercial and community model that drives long-term growth and legacy. Backing London 2029 makes economic and strategic sense. With government support behind the bid, we can deliver a World Championships that inspires a generation and generates over £400 million in impact. That’s the opportunity in front of us.”
The sell-out comes hot on the heels of the record-breaking 2025 TCS London Marathon, the biggest ever held anywhere in the world, with more than 56,000 finishers and over £250 million in projected economic impact and adds weight to the campaign to bring the World Athletics Championships back to the UK for the first time since 2017.
Athletic Ventures believes the UK is now in a stronger position than ever to host the event again. Its delivery model requires one-off public funding in 2028, promises nationwide economic impact, and is uniquely placed to create lasting national legacy. But a key component remains: a £45 million government investment in 2028 to help secure the Championships and deliver it to the highest standard.
“We’re asking the government to back a bid that’s built on evidence, delivery, and momentum,” added Brasher. “This isn’t a speculative punt. It’s a smart and limited investment in a sport that connects every community in the country and delivers real economic return. The London Athletics Meet selling out – again – shows the appetite is there. Let’s not miss this moment.”
Dame Denise Lewis, President of UK Athletics said: “Achievements like this remind us just how deeply athletics resonates with the British public. A sold-out London Stadium is not just a success story for one meet, it’s a powerful signal of what we can achieve together.
“This has the potential to be another golden era for British athletics with Keely Hodgkinson, Matt Hudson-Smith, Amber Anning, Jeremiah Azu, Molly Caudery and more winning gold at international championships. The appetite is there, the infrastructure is proven, and the legacy potential is enormous. London 2029 isn’t just the right bid, it’s the right time.”
Sanjay Bhandari, Chair of Athletic Ventures, added: “A full stadium isn’t just a ticketing milestone, it’s a statement of connection. Athletics reaches into every corner of our communities, from grassroots clubs to major global moments. This sell-out shows the public is with us. Now we need the government to match that energy. London 2029 can be a championship for everyone and a catalyst for real social and economic impact across the UK.”
The formal bid to World Athletics is due to be submitted this September.
