Major Sporting Events

West Midlands - the beating heart of Sport in the UK

The West Midlands is a world-class host of Major Sporting Events with the ambition, experience, creativity and winning mindset to enable sports to flourish. Home to sports fans of every generation and across almost 200 nationalities, our love of sport is clear in every corner of the region and in our track record of staging inspiring and sustainable events that drive long-lasting and transformative legacies.

Why choose the West Midlands?

World-class sporting infrastructure

The West Midlands sits enviably at the heart of the UK, offering an extraordinary array of dynamic, diverse and continually expanding sporting backdrops. 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.

A winning spirit and a 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. The region also played an instrumental role in shaping Britain's sporting tradition, pioneering 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.

Capturing the hearts and minds of diverse audiences

The West Midlands, home to a population of more than 4.7 million, has access to fans at unprecedented proximity and scale. This includes not only the loyal and passionate fanbase who have cheered for generations, but also newcomers and novices. With 32% of its population under 25 and residents from nearly 200 countries calling it home, the West Midlands is a beacon of inclusion and diversity.

A destination led by innovation, the West Midlands is making strides in the Metaverse. The region creates 25% of the UK's games output and is a thriving global esports hub.

UK-leading connectivity

The West Midlands boasts unrivalled connectivity with Birmingham Airport linking to 400 global destinations and 90% of the country within a four-hour drive-time. The region is affordable and accessible, offering great value for money compared to London across transport, dining, groceries and real estate. Its visitor experience 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.

A passion and knowledge for Major Sporting Events

The West Midlands foresees an ambitious future for its sport industry, with its Major Sporting Events Delivery Plan outlining the region's impressive goals and a £6m major events fund. The Birmingham and West Midlands Convention Bureau - together with long-standing local events companies and venues - consistently work with major sporting event organisers to ensure events run smoothly and successfully.

Get in touch with the Major Sporting Events Team:

For general enquiries email: MSE.enquiries@wmgrowth.com

Or to get in touch with one of the team, please use the contact details below:

Joel Lavery
Strategic Lead Major Sporting Events
West Midlands Growth Company
Joel.lavery@wmgrowth.com
+44 (0) 7485 351957

Maya Ladwa
Major Sporting Events Partnerships Manager
West Midlands Growth Company
Maya.ladwa@wmgrowth.com
+44 (0) 7483 079296