World Athletics Championships driving footfall and boosting local sales

Driving Footall Traffic -World Athletic Championships

Congratulations to a great performance by team GB at this years world championships hosted in London.

Team GB, were set the challenging target of winning at least six medals at the 2017 IAAF World Championships. After initial criticism that GB’s performances were not achieving medals, it was great to see them coming through with 6 medals after a triple medal performance in the relays on the last weekend.

Sebastian Coe, president of the IAAF, the governing body of athletics, said: “The theatre that has been provided by those full houses has been incredible. We have had more people in 10 days across a world championship than ever before. And I genuinely can’t remember a time when the sport was so competitive and the stories around them so rich.”

It is not just that 700,000 people have come through the gates over the past 10 days, filling out the London Stadium night after night. Or that 9.9 million people tuned in to watch Bolt’s and Mo Farah’s farewell on BBC1 on Saturday night. It was that a combination of spectacular performances and unpredictable races, plus a steady patter of controversy and conspiracy theories has kept the sport on the nation’s front and back pages.

Ed Warner, co-chair of these championships, was even more succinct than Coe. “The London 2012 Olympics gave the nation its self-belief back,” he said. “London 2017 has given athletics its belief back. It has given the sport the opportunity to believe again.” Guardian.

The high footfall of spectators at the Queen Elizabeth Olympic Stadium, has also had a huge impact on footfall traffic to the local area, business and particularly local shopping centres a great example being Westfield Stratford City. The shopping centre attracted 1.2 million visitors last week marking the highest footfall week since the London 2012 Olympics. Retail Bulletin

The impact of proximity drivers within your local geography, such as tourist destinations, large events and sporting attractions can provide a huge boost to sales for your venue or business. Read the following case studies to see how our data driven insight services can help you harness proximity drivers within your catchment area.

Coca Cola & London Olympics

Tim Hortons UK

Glaceau Vitamin Water


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