Learn how we're spotlighting Birmingham and the West Midlands as the UK's heart of sport.
Why the West Midlands for Major Sporting Events
World-class Sporting Infrastructure
The West Midlands sits enviably at the heart of the UK. The region offers an extraordinary array of dynamic, diverse, state-of-the-art facilities and world-class sporting backdrops. They include five major stadia, two arenas, racecourses, Edgbaston Priory, The Belfry, University training centres and the British Judo Centre. And they're all within an hour’s drive of Birmingham.
Capturing the hearts and minds of diverse audiences
With 4.7 million people calling the West Midlands their home, there's access to fans at unprecedented proximity and scale. It's not just loyal and passionate fanbases who have cheered for generations, but also newcomers and novices.
With 32% of the population under 25 and residents from nearly 200 countries, the West Midlands is a beacon of inclusion and diversity. It's also a thriving global esports hub.
Very well connected
The West Midlands boasts unrivalled connectivity in the UK, with Birmingham Airport linking to 400 global destinations. By car, 90% of the country is reachable in four hours.
The region is affordable and accessible, offering great value for money compared to London. This is most true across transport, dining, groceries and real estate.
The visitor experience here includes a unique culinary scene featuring 11 Michelin-starred restaurants, vibrant performances at the Royal Shakespeare Company and Birmingham Royal Ballet, and more than 121,000 bed spaces.
Passion and knowledge
The West Midlands sees an ambitious future for its sport industry. Its Major Sporting Events Delivery Plan outlines the region’s impressive goals and a £6 million major events fund.
With long-standing local events companies and venues, our teams consistently work with major sporting event organisers to ensure events run smoothly and successfully.
A winning spirit and rich legacy
The West Midlands has a track record in executing large-scale sporting spectacles, from the largest Commonwealth Games held in the UK to the excitement of recent Cricket and Rugby World Cups, the FIG Trampoline Gymnastics World Championships and IBSA World Blind Games.
Historically, the region also played an instrumental role in shaping Britain’s sporting tradition. It pioneered sports such as rugby and lawn tennis, creating the Football League and hosting the forerunner to the Olympic Games in Much Wenlock.
Looking ahead, the forthcoming Kabaddi World Cup in 2025, European Athletics Championships in 2026 and European Football Championships in 2028 are just a snapshot of the prestigious sporting events that have chosen this region to play host.
Our World-class Venues
We have a wealth of world-class indoor and outdoor venues across our region. We have consulted with our partners and identified several iconic hosting venues across the West Midlands region with the facilities and infrastructure required to host Major Sporting Events including the ability to deliver business conferences and exhibitions in parallel. The region's parks and open spaces, including open water, have spaces suitable for hosting large-scale outdoor sporting and mass participation events.
How We Can Help
Nobody knows more about the region and what it takes to hold a world-class major sporting event. Our team are here to help you make connections, find the support you need and provide advice to help your event run without a hitch. They’ll work together to ensure you get the best from the beautiful West Midlands.
Services our team offer:
- Venue sourcing
- Accommodation booking
- Research, data and insight
- Tourist information
- Marketing support
- Social programme planning
- Press & PR
- Regional know-how
Meet The Team
We provide destination expertise and support to event organisers, serving as your local contact and providing all the information you’ll need to ensure your event is a resounding success.
Our Vision
We want to become known globally for being a great sporting city region, hosting major sporting events, conferences and exhibitions which deliver positive benefits for our partners, businesses and communities.
