London Stadium isn’t just a venue; it’s the centerpiece of a legacy. After the 2012 Olympics, the goal was to transform the Queen Elizabeth Olympic Park from a temporary event space into a permanent, thriving community. West Ham United’s relocation to the stadium provided a unique opportunity to connect local businesses with the venue through a partnership with Eleven, harnessing the power of sport to benefit the local economy and provide small-to-medium sized businesses a platform for growth.

A Premier Partnership

Our collaboration with London Stadium is our most successful European project, now in its third term. This partnership is built on a strong foundation, dating back to before West Ham United’s 2016 relocation. What makes this project unique is the stadium’s status as a state-funded venue. This means we operate under a strict framework with oversight from the Mayor’s office, ensuring that every initiative we support drives a positive public impact and fosters goodwill within the community. These strict IP protections mean that our partnership is more than just branding; it’s about making a tangible difference.

Driving Local Businesses Growth

The London Stadium partner program has been a cornerstone of our work. We’ve created a platform for local small-to-medium-sized businesses to connect with a huge audience, resulting in numerous success stories and collaborative projects. The value of our program is reflected in our Net Promoter Score (NPS) of 72, a clear sign that our partners see the benefits of associating with us. As one of our partners shared, “This partnership has been a cornerstone of our marketing strategy for several years. The increased brand awareness and valuable connections it provides, along with their fantastic events, made renewing our agreement an easy decision.”

A Lasting Community Impact

Beyond business growth, our partnership is deeply committed to community inclusion. We believe that sport should be accessible to everyone, and we’ve helped to create various initiatives focused on affordability, ease of access, and community involvement. A great example of this is our work with Bloomsbury Football, a London-based grassroots football charity. Our investment is funding places for young local women, giving them the chance to develop their skills both on and off the field. Plus, we get to offer them an incredible experience of attending Premier League match days at West Ham United’s home games. It’s about building a healthier, more engaged community for years to come.

A Word from London Stadium

Gary Bell, Commercial Director for London Stadium, commented, “London Stadium is fundamentally about legacy… It is absolutely about creating opportunities for people and building new communities. And that is what Eleven is about – they’re about community.”

“The work we do with Eleven enables us to have a really good level of engagement with local SMEs. They probably wouldn’t ordinarily have the chance to work with a venue of our size or a Premier League club on a partner level, so it’s great that local businesses can profile themselves to huge audiences on matchdays and beyond. At London Stadium we are about creating new opportunities, and our work with Eleven helps to enable that.”