How we can help

Nobody knows more about the region and what it takes to hold a world-class major sporting event. The team are here to help you make connections, find the support you need and provide advice to help your event run without a hitch



We have long-established relationships with our world-class venues across the region and can help you reach the right people to discuss the needs of your event. Depending on the size and scale of your event, whether it is single or multi-venue, we can help to facilitate those planning conversations with you.


Accommodation Booking

Finding the right accommodation for your delegation has never been so simple. With over 30,000 bed spaces in the region, our bespoke booking service takes all the hassle out of securing your rooms as we can hold allocations at hotels specifically for your event.



Whether your tickets run to the hundreds or the thousands, we can provide assistance with data and insights to inform decision making, and understand and grow your audiences. Our in-house research team can provide extensive and effective reporting, and help to measure the reach and impact of your event.


Marketing, Press & PR

We want to help you attract high spectator numbers to your sporting event. The key to achieving exactly that lies in marketing, comms and advertising expertise. Our experts in the field will work closely with you to provide promotion support and ensure local media exposure.


Tourist Information

There are endless things to see and do here in the West Midlands. Whenever your delegation gets a little downtime, we’ll point them in the direction of the real highlights, creating itineraries, maps and guides of the region as needed. We can do the same for spectators too, providing all these materials when they get to your event so they can enjoy the area once the action’s over.


Social Programme Planning

A well-planned social programme with good break-out activities can make working on a good event great for your delegation. With connections across the region, and incredible knowledge of all the latest attractions, most talked about places and exciting activities, we’ll help you plan something that has real impact.


Regional Know-how

This is a place where ideas, communities and businesses connect in exciting new ways every single day. Our knowledge of the region and businesses within it is unmatched, so we’re able to offer regional support backed up by local know-how.



Get in touch with the Major Sporting Events Team:


For general enquiries email:

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
+44 (0) 7485 351957

Joel has over 25 years’ experience working in sport and major events and leads our strategy, policy, partnerships and legacy planning. His aim is to raise the profile of Birmingham and West Midlands, and see the region become known globally as a great a host of major sporting events and to attract new events to the region.


Maya Ladwa
Major Sporting Events Partnership Manager
West Midlands Growth Company
+44 (0) 7483 079296

Maya supports our work with international federations, event organisers and host cities at the West Midlands Growth Company. She regularly works with key stakeholders, both in the region and nationally, to support the promotion, planning and delivery of major sporting events.


Nick Venables
Major Sporting Events Business Development Manager
West Midlands Growth Company
+44 (0) 7483076144