"Why sport matters" is the main theme of the global summit being held at the Park Plaza Westminster Bridge Hotel from April 3-8, the first time it has taken place in the UK.

"Our conference will be a dialogue on key trends for global sport and its stakeholders and partners," said Anna Hellman, executive director of the SportAccord Convention.

"Our overall theme is 'Why sport matters' because sport really does matter more and more in so many areas of contemporary life, and its potential to contribute across the board is especially great in major cities such as London."

A discussion entitled "In the hot seat" will also examine preparations for the 2012 Summer Olympic and Paralympic Games.

Also on the programme will be sessions on "Why sport matters to the entertainment industry" and Brazil's new prominence as host nation of both the 2014 FIFA World Cup and the 2016 Olympics and Paralympics.

Lord Digby Jones, chairman of SportAccord London 2011, said: "Sport matters - it matters economically, educationally and environmentally, for social inclusion, and entertainment and culture.

"The UK is THE international home for sporting events so where else for the rest of the world to come and show its wares but London?

"Next time, if you are serious about your sport and about your city then there is only one place to be and that's London."

Held in a different city every year, the SportAccord Convention features top-level conference sessions and a dynamic exhibition as well as the annual general meetings of governing bodies of world sport.

The convention attracts more than 1,500 leading representatives of international sport.

Previous events have sold out and delegates and press are encouraged to register early on the newly-relaunched SportAccord website by clicking here.


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