Emily Robinson – CEO of London Sport
I recently had the opportunity to join Greater Together LA, the largest UK trade mission ever to the United States, bringing together leaders from business, culture, education, sport and the public sector to explore opportunities for collaboration and growth.
While the programme covered a huge range of sectors and organisations, I came away with a few reflections that have stayed with me and feel particularly relevant to our work at London Sport.
What stood out most was the value of connection.
Throughout the week I met people from organisations of all sizes, each bringing different perspectives and experiences. Some of the most interesting conversations happened when people from completely different sectors found common ground and realised they were trying to solve similar challenges.
What struck me was how much value people placed on sharing ideas and learning from each other. Whether it was businesses, charities, sports organisations or public sector leaders, there was a real openness to collaboration. It reminded me how important it is to create opportunities for projects and communities to tell their stories, share what they have learned and connect with people who can help them go further.
Another area that really caught my attention was investment and the role it can play in creating healthier, more active communities.
There were some really interesting discussions centred on Los Angeles 2028. The Games are being delivered without government funding and without the construction of new permanent venues. Instead, there is a strong focus on participation and legacy, including an upfront commitment of $160 million to LA Parks and Recreation to support youth sport programmes across the city.
I was also struck by the culture of philanthropy and long-term giving that exists across much of the United States. Many non-profit organisations benefit from endowments that provide sustainable funding, while businesses often make direct commitments to the communities they serve. Angel City FC, for example, provides core funding for community programmes and commits 10% of sponsorship income to local initiatives. I also met representatives from UK charities who were in Los Angeles specifically to explore opportunities with US donors and build sustainable sources of funding.
There were some fascinating conversations around private investment in sport and recreation too. One example came from the owners of Birmingham City FC, whose plans for a new stadium include spaces designed for children to play cricket in the street. It was a simple idea, but one that really got me thinking. It reflected a wider theme throughout the week: thinking about how facilities, investment and major events can create opportunities for people to be active, not just places for sport to happen.
What I kept coming back to was the importance of looking beyond the immediate project or event. The organisations that seemed to be having the greatest impact were those thinking about what happens next: how more people get involved, how communities benefit and how good ideas can still be making a difference years down the line.
