Across 23rd - 24th September, coinciding with The Lord Mayor’s Appeal’s City Giving Day, four players from London broke a GUINNESS WORLD RECORDS™ title for the Longest Marathon Playing Pickleball (doubles) - an intense 30-hour match, shining a spotlight on the City of London.
As the pickleball kept the rally alive, every second also contributed to raising crucial funds for The Lord Mayor’s Appeal – National Numeracy, MQ Mental Health and Homewards.
Central London Alliance (CLA) with its partners activated this unused spaces to stimulate footfall, trade and local engagement whilst raising urban attractiveness through sport installations and animations, on a short term (meanwhile use basis) and for longer term animations.
Sport has the power to unite, overcome barriers and encourage a healthy and active lifestyle. Central London Alliance’s activities and events are a place where workers and visitors can enjoy the capital and build lasting relationships, whilst developing an inspiring and vibrant destination for all.
Tony Matharu, founder and Chairman of Central London Alliance CIC and Blue Orchid Hospitality, now three times world record holder, Niklas Johansson (both successful players from 2023's world record title challenge for the longest marathon playing padel) together with Adam Webb, Picklebros and Rishabh Vaish.
Central London Alliance was supported in the GUINNESS WORLD RECORDS title attempt by Blue Orchid Hospitality, Global Hospitality Services, Optimiser, Cento Alla Torre, Aldgate Connect BID, TEN Health and Fitness, BID food and Brakes.
The Crescent, a previously unused space, was re-imagined, firstly with the Padel Tennis Festival in 2023 and then with the Sports Fest 2024 thanks to Central London Alliance, Aldgate Connect BID and Blue Orchid Hospitality.
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.
Follow on
Instagram
Follow on LinkedIn
