After Mayor of London, Sadiq Khan, recently said that he would support London bidding for the 2040 Olympic and Paralympic games, a new study by Ipsos shows strong public backing for the idea.
However, Khan still has some work to do if he plans to get the bid off the ground, as general public awareness is low. Three in four (74%) Britons say they are unaware that London is considering a bid to host the 2040 Olympic and Paralympic Games. 23% say they are aware, rising to one in three (33%) of those who identify as sports fans. Awareness is also higher among those aged 16-34 and those living in London (both 34% aware).
However, once informed, more than half (55%) of Britons would support London bidding for the 2040 Olympic and Paralympic Games, rising to two in three (66%) among those living in London. Support is also strong among sports fans (68%) and those aged 16-34 (62%).
When asked which sporting event Britons would most like to see hosted in the UK, the Men’s FIFA World Cup topped the list, with a third (33%) saying it would be the event they would be most excited about.
The Olympic and Paralympic Games came in second, chosen by 22%. Other events of interest included the UEFA Men’s Champions League Final (20%) and the Men’s UEFA European Football Championship (19%).
“Although public awareness of a potential London 2040 Olympic bid is low, our research clearly demonstrates that the public is receptive to the idea,” said Keiran Pedley of Ipsos.
“There is strong support, particularly among Londoners, younger demographics, and sports enthusiasts. However, Great Britain is still first and foremost a country of football fans – showcased by the fact that, as exciting as many find the prospect of another Olympics coming to London, the World Cup would be the preferred sporting event to bring home.”
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