THE WEST MIDLANDS THE HEART OF SPORT IN THE UK
The SportAccord World Sport & Business Summit
2024 is hosted in the West Midlands – the beating heart of sport in the UK.
WELCOME TO THE WEST MIDLANDS
Unifying our ambitions to create a memorable and meaningful event, SportAccord and the Local Organising Committee for Birmingham and the West Midlands come together as perfect partners, operating as dynamic networks of people and places to power transformation.
The West Midlands isn’t just a place where sport happens; it is driven by ambition, progress, and a winning mindset that enables sport to flourish.
Building on the success of the Commonwealth Games 2022, the West Midlands will showcase the region’s sporting offer, its track-record of major events delivery and expertise, and remind the international sporting community why it sits at the heart of sport in the UK.
Looking to the future, we have an exciting pipeline of events that are set to further cement our status as a leading international host of major sporting events.
The West Midlands has a track record of capturing the heart and soul of our sporting visitors and we look forward to your support and engagement in creating a memorable SportAccord.
We can’t wait to welcome you.
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There’s a reason the West Midlands is so often referred to as the ‘heart of the UK’.
ONE REGION MANY WORLDS
32%
Positioned right in the centre of the country, this is the place where endless routes meet, making the West Midlands open and accessible to all. Our region is home to three energetic cities, all bursting with personality. Plus, it’s home to some of the most passionate people you’ll ever meet – here, everything is done with real heart, so you can be sure of a warm welcome and creativity at every turn.
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The West Midlands is constantly evolving; over the past two decades, we’ve seen significant regeneration, development and investment completely transform our region. And we’re not stopping there. Birmingham and the West Midlands is in the midst of a physical and economic transformation.
The number of cranes in Birmingham’s skyline demonstrates the levels of confidence and investment in the city, driven by a young and diverse demographic and a thriving commercial sector.
Opportunities arise as often as new buildings in our city’s ever-changing skyline, and Birmingham is at an exciting time in its history. We’ve kept hold of the pioneering spirit that powered our industrial past, but now we’re using it to fuel an even brighter future.
Map Key
West Midlands region Major cities
Connectivity plays a pivotal role in the West Midlands’ appeal; our central UK location boasts unrivalled connectivity with Birmingham Airport linking to 400 global destinations and 90% of the country within a four-hour drive-time.
With 32% of its population under 25 and residents from nearly 200 countries calling it home, the West Midlands is one of the youngest populations in Europe, and it’s one of the most diverse too.
Our visitor experience includes a unique culinary scene featuring 11 Michelin-starred restaurants (more than anywhere outside London), vibrant performances at the Royal Shakespeare Company and Birmingham Royal Ballet, and more than 121,000 bed spaces.
Glasgow
Newcastle
Leeds Hull Manchester Liverpool Chester Sheffield Nottingham Norwich
Belfast Dublin Birmingham Coventry Cambridge Dover London Oxford Wolverhampton Swansea Cardiff Bristol Bath Southampton Exeter
Edinburgh
York
Derry
Aberdeen
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From the bustling streets of Birmingham to the Shakespearean sights of Stratford-upon-Avon, there’s so much to do while you’re here!
24 HOURS IN THE WEST MIDLANDS?
SPORT
Passionate about football, the West Midlands is home to many teams including Premier League sides Aston Villa and Wolverhampton Wanderers. Head to a stadium for a behind-the-scenes tour or go for a pint in a local pub to watch “the Villa” play in the quarter finals of the Europa Conference League on 11 April.
If golf’s more your thing, close your week with a round at the world-famous Belfry – host of the Ryder Cup more times than anywhere else in the world!
FOOD
You’re spoilt for choice with Michelin-starred restaurants here – the standout Opheem was the first Indian restaurant awarded a star outside London and now has two!
For a taste of the region’s biggest culinary export, take a trip to Birmingham’s Balti Triangle or Coventry for the best Balti around.
If you’re after something lower key, Medicine Bakery (there’s two in Birmingham) has a delicious brunch menu and incredible pastries – make sure to sample the famous Cronuts.
PLACES TO GO
With more canals than Venice, you’re going to want to explore these winding waterways. For a more unconventional way to see the sights, the Roundhouse Birmingham offers tours by kayak.
Shakespeare’s hometown, Stratford-upon-Avon, is packed with sites to visit including his birthplace and schoolhouse and is also the base for the Royal Shakespeare Company. Another world-famous West Midlands writer is J.R.R Tolkien. Sarehole Mill is where to learn about his childhood nearby, where he got the inspiration for Middle Earth.
For art lovers, there’s contemporary art at Ikon, the Victorian Radicals exhibition at Birmingham Museum & Art Gallery and a striking mix of the modern and masterpieces at the New Art Gallery Walsall, Herbert Art Gallery & Museum and Wolverhampton Art Gallery.
And you can’t leave the West Midlands without walking in the footsteps of Tommy Shelby. A must for any Peaky Blinders fan, the Black Country Living Museum was a filming location for this worldwide smash-hit and is a wonderful time capsule telling the stories of this place and its people.
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BIRMINGHAM AND THE WEST MIDLANDS: THE BEATING HEART OF SPORT
WORLD-CLASS SPORTING INFRASTRUCTURE
Evoking unforgettable moments, the West Midlands offers the ultimate backdrop for every sporting spectacle.
A WINNING SPIRIT AND A RICH LEGACY
Driven by ambition, vision and a winning mindset, the West Midlands boasts an enviable sporting track record and a pioneering sporting heritage.
CAPTURING THE HEARTS AND MINDS OF DIVERSE AUDIENCES
Inclusively engaging both new and
UK-LEADING CONNECTIVITY
Located at the heart of the country, the West Midlands offers unrivalled connectivity and exclusive experiences.
A PASSION AND KNOWLEDGE FOR MAJOR SPORTING EVENTS
With the insight of local experts and state officials, the West Midlands is a trusted partner to event organisers across the world.
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THE WEST MIDLANDS IS STEEPED IN A RICH SPORTING HISTORY
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, the West Midlands has time and again demonstrated an ability to orchestrate and execute large-scale sporting spectacles.
The region has also played an instrumental role in shaping Britain’s sporting traditions, pioneering sports such as rugby and lawn tennis, creating the Football League and hosting the forerunner to the Olympic Games in Much Wenlock, thanks to the vision and devotion of West Midlander, Dr William Penny Brookes.
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 the region to play host, as well as the IWG World Conference on Women & Sport in 2026.
The West Midlands is home to an extraordinary array of dynamic, diverse and continually expanding sporting backdrops. Whether you need large stadiums, a worldclass aquatics centre, adaptable event spaces or something on a smaller scale, there is a world-class
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1823
Rugby is invented in the West Midland market town of the same name
1870s
Aston Villa (1874) and Birmingham City (1875), two of the oldest professional football teams in the world, are founded
1888
Birmingham and District Cricket League is created, the very first of its kind
1902
Edgbaston Stadium, Birmingham’s oldest international sports venue, stages its first Test Match
1983
The Birmingham Bulls are among the first to bring American football to the UK
1993
The World Artistic Gymnastics Championships open in the National Indoor Arena, before moving on to the National Exhibition Centre (NEC)
2003
A decade since they were first hosted in the city, the Badminton World Championships return to Birmingham
2010
The World Wheelchair Basketball Championships pave the way to the 2012 Paralympics
2018
15 years since they arrived in Birmingham, and the UK, for the first time, the World Indoor Athletic Championships return to the West Midlands
2024
The SportAccord World Sport & Business Summit comes to Birmingham, bringing together 1,500 leaders and key decision-makers from over 120 International Federations, the International Olympic Committee, and organisations involved in the business of sport.
1859
The very first game of lawn tennis was played in Birmingham
1877
Birchfield Harriers Athletics Club starts up, and soon becomes famous for offering sporting opportunity in the community
1888
The very first football league is invented, and it all begins in Aston
1966
Three FIFA World Cup matches are hosted at Villa Park
1985
The Belfry is host to its first Ryder Cup. It returns three more times, making the West Midlands venue its most visited
1999
The World Judo Championships arrive at Arena Birmingham
2005
The world watches as an Ashes Test Match is played in Edgbaston
2015
The Rugby Union World Cup visits Villa Park
2022
Birmingham 2022 Commonwealth Games wow spectators in the West Midlands
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OUR VENUES
Around the West Midlands you’ll discover even more venues for sporting events as so many of our green spaces are ideal for outdoor sports of every variety. Sutton Park, a 2,400-acre national nature reserve, hosted the triathlon and para triathlon for the Birmingham 2022 Commonwealth Games. Cannock Chase Forest welcomes cyclists all year round, and Victoria Park is a regular feature in the world of lawn sports.
Dudley 14 21 22 24 25 23 Birmingham Solihull Sandwell Walsall 04 05 01 02 03 06 08 09 07 15 16 18 19 20 17 erhamptonWolv
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Coventry 10 11 12 13 WOLVERHAMPTON SOLIHULL SANDWELL WALSALL 21 Molineux Stadium 22 West Park 23 The Halls 24 Wolverhampton Racecourse 25 Aldersley Leisure Village 18 National Exhibition Centre (NEC) 19 Resorts World Arena 15 Sandwell Aquatics Centre 16 The Hawthorns 17 Sandwell Valley Country Park
01 Utilita Arena 02 Alexander Stadium 03 Edgbaston Stadium 04 Villa Park 05 Perry Barr 06 Edgbaston Priory Club 07 University of Birmingham 08 St. Andrew’s Stadium 09 The Belfry 14 The Dell Stadium 10 Coventry Building Society Arena 11 The Alan Higgs Centre 12 University of Warwick 13 Warwick Racecourse 20 University of Wolverhampton, Walsall Campus (British Judo Centre for Excellence) of the UK’s games industry output calls the West Midlands it’s home 25% 11
BIRMINGHAM DUDLEY COVENTRY
Net zero by
A destination led by innovation, the West Midlands is making strides in the Metaverse too and is home to 25% of the UK’s games output. The region is home to Leamington Spa, whose prolific successes have earned it the title of ‘Silicon Spa’, with heavyweight companies including Codemasters, Ubisoft and Playground Games. Local developers are famous for their globally recognised racing games, such as Forza, Dirt and F1. This expertise has also cemented the region’s position as a thriving global esports hub via a strategic partnership with the Global Esports Federation (GEF).
With ambitions to achieve net zero by 2041, the region’s commitment to sustainability, health and wellbeing permeates across the breadth of the sporting industry and is further evidence of its innate spirit and tradition of driving societal change.
We have an ambitious Major Sporting Events Delivery Plan outlining the region’s impressive goals, intentions for the initial £6 million major events fund and collaborations with the region’s major venue assets and advisory
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2041
PRIORITY SPORTS
AND EVENTS
AQUATICS (e.g. Swimming, Diving, Syncro, Water Polo)
ARCHERY
ATHLETICS (e.g. Track, Road, Mass)
BADMINTON
BASKETBALL
BOXING
CLIMBING
CRICKET
CYCLING (e.g. Road, BMX, MtB, Mass)
GOLF
GYMNASTICS (e.g. Trampolining, Artistic, Combined)
HOCKEY
INCLUSIVE SPORT (e.g. Special, Disability, Para, Wheelchair)
KABADDI
LAWN BOWLS
MARTIAL ARTS (e.g. Judo, Karate, Taekwondo, Ju-Jitsu)
MASS PARTICIPATION (e.g. Cycling, Swimming, Running, Obstacle)
SNOOKER
YOUNG PEOPLE /SCHOOLS
TABLE TENNIS
TENNIS
TRIATHLON
URBAN/ACTION (e.g. BMX, Skateboard, Parkour)
VOLLEYBALL
WEIGHTLIFTING
WRESTLING
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We are committed to ensuring you have a meaningful and memorable SportAccord.
MEET THE WEST MIDLANDS FIND US AT STAND 20
The LOC of SportAccord World Sport & Business Summit is made up of Birmingham City Council, West Midlands Growth Company (WMGC), Transport for West Midlands, and the NEC Group.
This year attendees of SportAccord can take advantage of the expertise at the West Midlands Growth Company to help support your business objectives, learn about the region, and connect with representatives across the local network including councils, universities, enterprise partnerships, specialist service providers, and of course our fantastic range of sporting venues.
The ‘WMGC Major Sporting Events team’ are at the heart of the summit and will be on hand throughout to make it easier for you to connect during your time in Birmingham.
For assistance in arranging meetings with key contacts, venue tours, or for business support, please contact Nick Venables.
Ladwa Partnership Manager, Major Sporting Events
Venables Major Sporting Events Business Development Manager
(0)
079296
Lavery Strategic Lead, Major Sporting Events
MEET THE TEAM Maya
Maya.ladwa@wmgrowth.com +44 (0) 7483 079296 Nick
Nick.venables@wmgrowth.com +44
7483
Joel
Joel.lavery@wmgrowth.com +44 (0) 7485 351957
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FOR MORE INFORMATION
visitbirmingham.com
meetbirmingham.com/sportingevents
Major Sporting Events Delivery Plan
Major Sporting Events Hosting Guide
RECENT PRESS
Sport Accord 2024: West Midlands –The Telegraph
FOLLOW US
thewestmidlandsgrowthcompany
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