London Introduce Marketing Campaign for 2017 World Championship Bid

September 7, 2011

London have stepped up their marketing campaign for the 2017 World Athletics Championships after launching its website and unveiling its logo and slogan.

Under the slogan “Ready to break records”, London is hoping that the unprecedented demand for tickets to watch athletics at next year’s Olympics will demonstrate to the International Association of Athletics Federations (IAAF) that a Championships in the capital would be the best attended in the history of the event, which was first held in Helsinki in 1983.

Ed Warner, the chairman of UK Athletics, said: “There is a real desire in the UK to host the IAAF World Athletics Championships. 2017 would deliver a true Olympic legacy and with almost two million fans signing up for London 2012 athletics tickets there is a huge appetite for our sport in the capital. Today’s confirmation means we can now put months of planning into action. Our aim is to present a compelling bid to the IAAF in November.”

The bid will be led by Sebastian Coe, the chairman of London 2012 and vice-president of the IAAF. 

Coe said: “We know we have a country and a city full of passionate athletics fans. I can’t think of a more fitting tribute to celebrate the fifth birthday of the Olympic Stadium in London in 2017 than by having thousands of these fans gather once again and cheer the world’s greatest sports stars. 

“Bringing the World Championships to London would grow the sport commercially; increase the fan base and continue to drive the inspirational power of sport, particularly athletics, to young people in our own country and around the world.”

This will be London’s fourth bid in less than 15 years to hold the World Championships.

The previous bids have all ended in embarrassing failures due to the lack of a suitable facilities to host the event, including in 2005 when London were awarded the event only to have to hand back after then Prime Minister Tony Blair failed to keep his promise to build a stadium at Picketts Lock and the Government tried to move it to Sheffield, which the IAAF immediately rejected.

But enthusiasm to stage the Championships seems to be higher than ever.

London Mayor, Boris Johnson, said: “This gives us the perfect opportunity to build on the momentum of the 2012 Olympic and Paralympic Games, and would be a real boost in cementing a lasting sporting legacy for London well into the future.

“I’m confident we will put together an incredibly strong bid which will show off not just the huge enthusiasm Londoners have for athletics, but also the world-class package the capital can offer in hosting these exciting and inspiring sports.”

London’s only opponents are Doha, who launched their marketing campaign yesterday.

But Dai Greene, Britain’s newly crowned world 400 metres hurdles champion is in no doubt which city the world’s top athletes would prefer to compete in.

He said: “There is so much interest in athletics in the UK, two million people went for Olympic tickets and I know other athletes would enjoy coming to London to compete. It would be superb from my point of view…I’d love to compete at the Olympic Stadium in 2017.”

Dwight Philips, the American who won his fourth world long jump title in Daegu last week, also said: “The people in Britain know so much about our sport and they really support it. I might not be a competitor in 2017, but I’d want to come to London and be a spectator.”

The IAAF is due to choose the host city at a meeting of its ruling Council in Monte Carlo on November 11.