Athletic Ventures has today (Sunday 27 April) announced the campaign to bring the World Athletics Championships back to London in 2029.
Alongside UK Sport and the Mayor of London, Athletic Ventures – the joint venture between UK Athletics (UKA), Great Run Company and London Marathon Events – has now completed a feasibility study which projects a record-breaking economic and social impact of more than £400 million through its innovative plans for the 2029 World Athletics Championships.
The previous World Athletics Championships in London in 2017 were by far the most successful in the history of the sport, with a sold-out stadium for every session. Dame Denise Lewis, President of UK Athletics (UKA), who was part of the team that secured the 2017 Championships bid in Monaco in 2011, reflected on the legacy it left behind.
“London 2017 showed the world what this city and this country can do,” said Lewis. “It was an incredible example of how we can unite behind a vision — full stadiums, global energy, and a lasting impact. I was proud to help bring that event to life, and I know we can do it again in 2029.”
This year’s TCS London Marathon, which is set to see over 56,000 participants take to the streets today, has provided the perfect springboard for launching the 2029 bid. With an estimated 750,000 spectators and an anticipated economic impact exceeding £250 million, the marathon continues to showcase London’s reputation for delivering world-class events.
“It’s a powerful reminder of what this city — and this country — can achieve,” said Lewis. “Global sporting events generate far more than just medals — they ignite economies, inspire communities, and shine a light on everything we have to offer as a nation.”
The bid for 2029 comes as part of a wider vision to redefine how major international events are delivered in the UK. At the heart of the proposal is Athletic Ventures, a pioneering new model that combines commercial backing with a strong emphasis on community engagement and long-term legacy.
“Where a traditional World Championships in London might generate around £150 million in economic value,” Lewis explained, “Athletic Ventures is aiming to nearly triple that — projecting a combined economic and social impact of more than £400 million.”
The London 2029 campaign is designed not only to deliver a successful World Championships but also to extend benefits nationwide. This weekend alone, more than 15,000 children participated in the TCS Mini London Marathon, with hundreds of thousands more taking part in their schools across the UK — a testament to the growing reach of grassroots athletics.
Athletic Ventures believes that the timing of the bid aligns with the government’s current emphasis on economic growth and investment in infrastructure.
“We’re not just planning a championship — we’re shaping a new model for delivering major events in this country,” said Lewis. “One designed to create long-term impact and lasting return.”
Lewis brings not only leadership to the role but personal experience as a former elite athlete. A World Championship silver medallist in Athens and Seville and Olympic gold medallist in Sydney, she understands the significance of competing on the global stage — especially at home.
“To stand on the podium is one of the greatest honours in sport,” she said. “But to do it in front of a home crowd? That’s a rare and remarkable opportunity. It’s something we want to offer to the next generation of British athletes.”
With Birmingham set to host the European Athletics Championships in 2026, Athletic Ventures sees London 2029 as the natural next step in reaffirming the UK’s leadership in world athletics.
“Athletics remains the beating heart of the Olympic Games,” said Lewis, recalling recent and historic British triumphs. “From Keely Hodgkinson’s stunning 800m gold last summer, to Super Saturday in 2012 when Jess Ennis-Hill, Mo Farah and Greg Rutherford lit up the nation — these aren’t just memories, they are milestones that inspire generations.”
A formal expression of interest will be submitted to World Athletics in September. The bid is contingent on securing £45 million in government support for delivery.
“Yes, these are challenging times,” Lewis acknowledged. “But it’s precisely in moments like these that sport can lift us — economically, socially, emotionally. With the right backing, we can create a World Athletics Championships in 2029 that leaves a legacy to be proud of.”
ENDS
