Whether you are a business, an organisation, or an individual, there is a role for everyone in Central London Alliance's work.
Stimulating footfall and increasing economic activity in the centre of London is of paramount importance to the success of the capital and its businesses.
With its renowned best-in-class media partners, CLA creates national, regional and local campaigns and activities to encourage visitors and workers to the capital, backed and promoted by leading business organisations, collectives, media and individual influencers.
All of CLA’s campaigns are politically neutral and will develop based on timely-data and unique insight, consistently communicating a positive message to stimulate the footfall and visitors the city and its businesses require.
From GUINNESS WORLD RECORDS to London Fashion Week, from sport in iconic public spaces to city-wide awareness campaigns — here is what Central London Alliance have been working on.
On 22 & 23 September 2026, Central London Alliance is attempting to break the world record for the largest CPR relay ever attempted, in partnership with the Lord Mayor's Appeal on City Giving Day. CPR training is free and takes just 15 minutes. Register your interest today.
Running across central London from February to October - Pickleball, Padel, Padel Table Tennis, 3x3 Basketball and more, at some of the city's most iconic locations. Whether you are looking for a day out, a team challenge, or a corporate event, there is something for everyone.
Whether you are a business that has pushed boundaries, an individual who has shaped the capital's future, or an organisation that has made a lasting difference to the people and communities around it - this is your moment to be recognised.
The Team England leg of the King’s Baton relay visited the 3x3 Basketball - London Celebration. An event brought to you by Central London Alliance and is part of the London Sports Festival in partnership with Blue Orchid Hospitality and with support from the City of London Corporation.
London Sports Festival 2025 ran over five months, successfully drawing more than 30,161 participants across the capital and reaffirming sport’s power to drive economic recovery, community engagement and footfall in central London.
In October 2025, Central London Alliance hosted London – Opportunities and Obstacles for Growth at The Emmanuel Centre, Westminster bringing together business leaders, policymakers, and innovators for six panel discussions and Q&A from the public.
Central London Alliance closed London Fashion Week at Guildhall Art Gallery with a celebration of sustainable fashion, community, and diversity.
Four Londoners broke a Guinness World Record for the longest marathon playing Pickleball, raising funds for the Lord Mayor's Appeal charities.
In 2024, London Fashion Week witnessed a unique show, Fashion Frenzee, where sustainable fashion took centre stage as it closed its programme of events.
Following on from the success of the 2023 installation of a padel court in The Crescent, EC4, additional organisations came together in 2024 to expand the offering, culminating in a Summer of Sport in the City of London.
In an extraordinary display of skill, stamina, and sheer determination, a group of four fearless Londoners etched their names into history by shattering the Guinness World Record for the Longest Marathon Playing Padel.
Central London Alliance launched a campaign called ‘London for Lovers’ in February 2023 to stimulate visits to central London and rekindle the public’s Love for London.
Throughout the summer of 2023, workers, residents and workers were invited to take part in the world’s fastest growing sport, Padel tennis, in a spectacular central London location across three months.
Central London Alliance’s first media campaign, which achieved over 168 million impressions and generated £10.1m additional spend in Central London, encouraging workers and visitors back to central London post-pandemic.
Whether you are a business, an organisation, or an individual, there is a role for everyone in Central London Alliance's work.
For businesses
Partnering with Central London Alliance opens doors to new audiences, supports London's recovery, and puts a brand at the heart of something that makes a genuine difference.
From headline partnerships to venue sponsorship, there are opportunities to suit organisations of all sizes.
Enquire about partnerships
For individuals
Joining Central London Alliance is free. Attend events, take part
in campaigns, receive exclusive member offers and help shape London's future.
Join for free
For everyone
Follow along, share the campaigns, and come and experience what
London Sports Festival, Fashion Frenzee and the other activations have to offer.
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