PRWeek has learned that Higgins is helping to advise and support West Ham by persuading key figures in the sports and media worlds of the merits of the club's bid.
An insider said that former Sun editor Higgins had been 'instrumental in getting athletes Usain Bolt and Michael Johnson to back the bid'.
West Ham wants to retain the Olympic Stadium's athletics track, while rival bidder Tottenham Hotspur proposes to demolish the arena before building a new 60,000-seater ground. Tottenham's bid is being handled by Vero Communications.
The Olympic Park Legacy Company is due to make a decision this month.
Alan Pascoe, chairman of Stuart Higgins' sister agency, Fast Track, is also supporting West Ham's bid in an unpaid capacity.
Meanwhile, former Portsmouth FC director of comms Gary Double assisted the club with developing briefing documents for its bid.