Laura Pierce is a dynamic leader with over 15 years of experience in the sports industry, spanning grassroots development, international stakeholder engagement, and major event strategy. As Head of Major Sports Events at the Greater London Authority, Laura drives London’s global reputation as a world-class host city, leading on strategy, delivery, and stakeholder management across the capital’s major sporting events.
Laura’s career began in grassroots sport, focusing on community programmes in East London. Her early leadership at Surrey Cricket transformed the girls’ programme, creating more inclusive pathways. Her own playing background including time with Chelsea Ladies FC deeply informs her collaborative, team-focused leadership style.
In her current role, Laura has led the successful bidding for and delivery of globally significant events including UEFA EURO 2020, Women’s EURO 2022, the UEFA Champions League Final 2024, and Major League Baseball’s London Series. She is known for convening diverse stakeholders across complex political and operational landscapes and delivering high-impact outcomes for Londoners.
Under Laura’s leadership, London has shown an economic impact growth through major sporting events – the Champions Festival brought 400,000 visitors into the heart of London. She has driven impact-led thinking, and London now prioritises the measurement of impact, reach and legacy. She also spearheaded a new major events strategy for the capital, aligning sporting impact with broader social and goals.
Recognised in the inaugural AAA100 list of the UK’s most influential live event leaders, Laura is also a trustee of the Surrey Cricket Foundation, championing inclusion and access in sport. Her ability to lead with humility, inspire teams, and deliver tangible legacy outcomes sets her apart as one of the most influential voices in the sector.
Laura is not only shaping the future of London’s major events, she is redefining what leadership in sport looks like.
