#BTSIA Shortlist Focus: London Landmarks

23 Apr 2019

By: Sport Industry Group

Entry: London Landmarks Half Marathon and Tommy's

Category: Active Award

Tell us about yourselves...

The inaugural LLHM took place in March 2018 offering a brand-new mass participation event for 10,000 people to take part in.

The event is incredibly unique and special for three main reasons:

  1. The LLHM is the only half marathon to go through both the City of London and City of Westminster
  2. The LLHM is organised by Tommy’s to benefit both themselves and many other good causes. It is 100% not-for-profit.
  3. The LLHM is more than just a run. It is a celebration of London’s rich history, vibrant culture and amazing people.   

For a first-time event, there was huge interest in entering with 70,000 people applying for 5000 public places. Feedback from runners was exceptional, with huge praise for the event’s organisation and atmosphere.

The £4m fundraising target was smashed and £4.99m was raised.

Why do you think you made the shortlist?

  1. We spotted a huge gap in the market: A half marathon taking in the City and the capitals landmarks did not exist!
  2. Have you ever tried to close down central London for a day? Believe us it’s not easy! But Tommy’s succeeded and managed to gain permission for a half marathon with an amazing central London route resulting in a sell-out event.
  3. The fact that the LLHM is organised by one charity to benefit many charities and is 100% not for profit.

What made this project great to work on?

The LLHM is as much for spectators as it is for runners and we had so much fun organising an array of activities for the whole family to enjoy on race day. Activities included:

  • Cheer stations manned by Suffragettes, Victorian Postmen, Roman Gladiators and Death Eaters to name a few!
  • Mike Harris, the Official Wand Movement Choreographer from the Harry Potter Films gave 'Wand Combat' lessons to spectators
  • 10 ‘Golden Tickets’ were hidden inside 10 of the 10,000 finishers medals
  • 3 family friendly treasure hunts
  • 7 guided history tours
  • 2 performance stages
  • A whole host of famous London characters greeted runners at the finish line including the Chelsea Pensioners, the Pearly Kings and Queens, Dick Whittington and King Henry X111

Who was you MVP?

Lia Fyles, Race Director: Lia was responsible for creating, developing and launching the LLHM. Responsibilities included writing the business plan, creating the name and brand, gaining permission from the boroughs for the road closures and leading the team to deliver the inaugural event.  

How do you plan to celebrate?

On the dancefloor. Watch out for some funky salsa moves!


The City of London Corporation: Larry Costa, Bob Chandler, Kay English, Ian Hughes, Nick Bodger

Westminster City Council: Richie Gibson, Tim Owen, Naomi Chant, Julia Corkey, Steve Summers

Human Race: Nick Rusling, Rob Hilman, Kirsty Wilde, James Henshaw, Connie Potter, Jo Welch

Nicholson Event Management Ltd: Yvonne Nicholson

Tommy’s: Jane Brewin

The LLHM team: Lia Fyles, Danielle Morgan, Liz Thornton, Rachel Hodson

The BT Sport Industry Awards are the largest commercial sport awards in the world and an unrivalled showcase for the best of the sector’s output. This year’s Awards will see the industry come together for its night of the year on Thursday, 25th April at Battersea Evolution. Follow us on Twitter to experience the first ever #BTSIA Red Carpet Live!