Sports Fest 2024 success!

The Cheapside Business Alliance (CBA) was delighted to bring Sports Fest to the City of London this summer. Delivered as part of Summer of Sport in the City, CBA’s 2-month sporting festival brought a fantastic mix of games and opportunities to Cheapside, encouraging people to discover new sports and immerse themselves in an exciting summer of sporting celebration in London.

Sports Fest kicked off with a full-sized pickleball court, located in St Paul’s Cathedral Churchyard. Set against the backdrop of the iconic St Paul’s Cathedral, this month-long pop-up gave visitors the chance to try their hand at the sport that’s slowly taking the world by storm! Throughout July, the court welcomed more than 1,220 players and became a popular feature for local workers and visitors to the area. The court also helped to drive weekend footfall across Cheapside, boasting a 60-70% occupancy rate across Saturdays and Sundays.

The pickleball court was swiftly followed with the arrival of CBA’s Mini Games tournament, a 3-week sporting activation taking place in Paternoster Square. This free event gave visitors, residents, and workers a chance to try their hand at a wide range of sports including basketball, archery, table tennis, and spike ball.

The sporting pop-up proved to be immensely popular with workers and tourists, with over 5,000 people taking part across the 3-week period. Similarly to pickleball, the Mini Games pop-up was a popular weekend activity, with 1,800 players engaging with the free activities across Saturdays and Sundays.

Alongside the Mini Games, Paternoster Square hosted a large outdoor screen – part-funded by CBA – to showcase the Paris Olympics. Complete with outdoor seating, this mini fan zone became a popular feature throughout the summer months, providing an inviting space for workers, residents, and tourists.