IAAF World Championships awarded Guinness World Record

Great Britain and Northern Ireland’s relay runners rounded off the 2017 IAAF World Championships in superb style, completing a clean sweep of medals as the women’s 4x400m team clinched silver and the men’s 4x400m quartet won bronze on the last day of competition in London.

On the track success was followed by the news that the London championships has been awarded an official Guinness World Record for the number of tickets sold at any IAAF World Championships event. The figure recorded on the official Guinness World Record certificate is 701,889 but with that taken two days before the end of the Championships, it will be updated to reflect the over 705,000 eventually sold.

Held in the UK for the first time ever, the championships saw over three times the amount of applications to places available. As official CRM and Marketing partner of the event, Goodform has played a key role in the engagement and sales strategy that has driven such interest and demand for tickets.

Michael Jones, Managing Director of Goodform, said: “We have been on a brilliant journey with both the London 2017 World Championships, first capturing interest in the Championships to then shaping and delivering a structured on-sale strategy which helped drive demand and ultimately achieve record breaking sales. It was an incredibly exciting project for us and we are proud to have helped them achieve such success”

The Mayor of London, Sadiq Khan, said: “The IAAF World Athletics Championships really captured the spirit of London and will live long in the memory as another chapter in an unforgettable summer of sport in our great city. We’ve seen medals won and personal bests smashed, and there’s no better honour for London than staging the final championship races of legends Mo Farah and Usain Bolt. More than 700,000 people filled the London Stadium, beating all previous attendance records, while millions around the globe have been watching what has been a truly memorable World Athletics Championships.”