Sir Henry Cooper said "I can't think of a better place than Potters Field and Southwark to celebrate British sport in London. I was brought up in Southwark and trained for 14 years at at Thomas A Beckett on The Old Kent Road so the area has a special place in my heart - Sport is a hugely important part of my life and the things about Sportworld & The British Sport Museum is that it will not only capture the imagination of young people but also appeal to people from Britain and around the World who, like me, love sport and want to learn more about it. In my opinion, it's a knockout and has my full support.

Jeff Jacobs former Director-General of Young People and Communities said "I welcomed your presentation which made a persuasive case for the viability and attractiveness of the project. I can confirm that Sportworld & The British Sport Museum would, in my opinion, be an appropriate choice as a cultural user for the South Bank. Although some may object that sport is not 'cultural', I would strongly argue that sport is an integral part of culture, in that in gives meaning to many people's lives and is a vital part of our national heritage and identity. The Olympic Movement has long identified sport with culture, using the Games as an opportunity to promote cultural exchange and diversity. Given that London will now host the Games in 2012, a visitor attraction that showcases sport's centrality to culture - both regional and international - would therefore be all the more timely".

David Hemery CBE, Olympic Gold Medallist and Vice Chairman of The British Olympic Association said "The proposed museum with an interactive experiential adventure in sport, will act as a brilliant attracion for those interested in our 2012 Olympics as well as the rich heritage of sport provided by Britain. I am delighted to be supporting its creation".

Southwark Councillor Lorraine Zuleta - former Executive Member for Leisure, Culture and Sport said:"It is a very exciting project. It would be a great showcase for British and World sport and a unique opportunity for residents and visitors to Southwark to feel the buzz of sports that they may otherwise never experience.

Southwark Planning's previous director Chris Horne said " Sport seems to us to have been a somewhat neglected area in terms of the large scale facilities that have been brought into London in recent years and your proposal shows an exciting and innovative approach to the presentation of sporting endeavour in its myriad forms. In particular, your forecast figures for visitor numbers lend strong support to your case that this project meets a very large unmet demand. The associated benefits in terms of health, and support for pre exisiting more local initiatives secure a strong connection between local community based activities and the national and international sporting arenas."

Ken Livingstone when suggesting that ISE’s Sportworld & British Sport Museum could be an anchoring part of a larger mixed use development at Potters Field he said, “your proposal appears to be in line with my strategic aims for the site”. When describing the continuing discussions between Southwark officers, the GLA and Berkeley Homes to determine the future redevelopment of Potters Field, Ken Livingstone also said that the Sportworld & British Sport Museum proposals “will be considered as part of those discussions - and they have my full support!”

Neale Coleman, Strategy Advisor to Ken Livingstone, wrote for the former mayor:"I am particularly interested in your proposal, it is of key importance to secure a viable cultural user as part of this development, given its location, the ever-increasing importance of The South Bank as an international tourist destination and the regeneration of the area. While full details are not in front of me, I am aware that a presentation has been made to my adviser and, as an anchoring point of a larger mixed-use development, your proposal seems to be in line with my strategic aims for the site."

London First, the business lobbying gtroup for London, said: "London needs another major Conference Venue. Combining such a highly interactive exhibition related to sport with a 1,000 seat Conference Centre is, we believe, a unique concept that will succeed. The combination of ISE's own marketing efforts and those of its partners and the resources and international support we at London First can provide should contribute to this success."

Richard Caborn MP, when Minister for Sport, said “The South Bank is an ideal location for the unique fusion of sport, culture and entertainment that the ISE’s Sportworld & British Sport Museum and its diverse, more than 1 million daytime visitors will bring to the area’s other attractions”

Peter Reed MBE, GB Olympic Gold Medallist in the coxless four in Beijing said: "I am delighted to support the Sportworld and British Sport Museum in central London. The country has such a rich heritage of sporting success and achievement and I believe that Sportworld would capture the imagination of the public, especially with London 2012 just around the corner."